Adopting and Practicing Sustainability as a UK High Street Fashion Retailer

Also, transportation of clothes especially in high-end fast-moving industries also contributed greatly to the level of environmental degradation that is becoming a serious threat to our world today. This proposal aims to explore various ways in which sustainability can be built in the UK fashion sector. Research Rationale- Theoretical The fashion industry is mostly pushed down to consumers through new designs, product labels as well as the use of popular culture which globally ensures consumers buy more of clothes they rarely need. Sustainability is an issue that the industry should be evaluated in depth due to the huge impact the industry has on the environment. Starting with design, most of the clothes are designed to appeal and to appear novel in the perception of the consumers.

This means that it is virtually impossible to have a guided way of production that would tie and manage the materials used for the clothes production to the environmental impact that they cause. When a single raw material such as leather is used, it is possible to tie the production of leather products with the impact that their production is having in the environment (Oxborrow et al. This may be compared to the risks of loss of the animals providing the hides such as baby seals, endangered species such as the Africa rhinos among others. However, this is virtually impossible when the fashion market demands a composite of products with a very short lead time. Also, this high use of these materials use only small quantities since on single garment is made the same way.

This could be prevented if the demand for the clothes was made rational regarding needs unlike whims of market hysteria (Ottman, 2017). Research Rationale Practical Engineering sustainability in the fashion industry involves largely weeding out of the current shopping behaviors. This is a concentrated effort that involves the reduced glamorization of fashion in the media houses which would lead to reasonable consumption of clothes by the market (McNeill & Moore, 2015). This not only reduced the compulsive desire to buy but also puts a leash on the current wave of unsustainable production of clothes. Technological advance is another way in which sustainability can be ingrained in the fashion industry. Quality fabric is the one that has sustainability measures built in its make. The fashion industry rarely recycles used clothes which means that more materials are drawn from nature as more are added as waste (Geiger & Keller, 2017).

Sustainability is efficient if targeted at various stages in the production of clothes. This calls for the regulation at the point of the manufacturer as well as during the transportation and the marketing. However, the measures should also be built in the disproval of the clothes through reuse, recycles or finding alternative uses. The efforts can be targeted on the process of production, the regulation of customer demand as well as a focus on the end of the clothes lifecycle. Since most of the sustainability issues are still nascent in the industry, potential areas for improvement will be evaluated at length. The industry could fare better at sustainability if it regulated the impulse demand of the clothes. Also recycling of the clothes as well as encouraging the use of second-hand clothes is a good way to achieve sustainability.

These are some of the methods that the research sent to identify their applicability n the fashion industry. The research will also utilize primary sources. This will be achieved through the use of in-depth semi-structured interviews. The research sampling schedule will be the nonprobability purposive sampling technique. In this technique, extreme cases such as the top five high street fashion retailer will be selected for study Research Methodology The research will use the interpretive philosophy of research methodology for its data collection. In this approach, the research will strive to examine the extent of sustainability that is applied in the industry. References Armstrong, C. M. , Niinimäki, K. , Kujala, S. , Karell, E. U. S. Patent Application 15/220,046. Jia, P. , Govindan, K. Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice.