Innovation and Sustainability in the Luxury Fashion and Fabrics Industry

Abstract

The global textile and fashion industries represent one of the most polluting and waste-generating sectors in the world. The ecological impact is seen through the different steps of its product’s life cycle: “from fibre growth and manufacturing, dyeing and printing, transportation to stores and selling, to end of the garment life disposal” (Hill and Lee in Young generation Y consumers’ perceptions of sustainability in the apparel industry, 2012). Kaye (Textile recycling innovation challenges clothing industry, 2011) in his article (available at theguardian.com) displays very clearly the current ecological situation, highlighting the fabrics and fashion industries’ role. He explains that fashion becomes more and more affordable these recent years, thanks to big branches such as H&M, C&A and Inditex (Zara’s owner). Nonetheless, this “cheap fashion” has a price that is paid by the planet earth. According to Kaye’s article (2011): “it takes 8500 litres (2245 gallons) to raise 1 kg (2.2 pounds) of cotton lint—enough to make one pair of blue jeans”. Water with chemicals, clothes waste and sustainable raw materials are the major ecological issues seen through the overall product life cycle. Nowadays, companies are realizing the importance of sustainability in these sectors and are trying to find solutions mainly through innovation. However, firms are finding the limits of sustainable processes. The most famous examples are the companies using PET bottles to recycle them into fabrics. Unfortunately, this recycling process has its limit because once the material has been once recycled, it cannot be recycled a second time. Another major barrier is the lack of recycling education and solutions for consumers: “only 48% of post-consumer used clothing is recycled (Chen and Burns 2006)”. The fashion and fabrics industries have serious ecological concerns they cannot afford to avoid any longer. The main goal of this chapter is to reach a holistic point of view of what is the current sustainable situation in the fabrics and fashion industries (through the product life cycle steps and the stakeholders); to draw future trends and possible solutions in these sectors. In order to do so, the study will also look at market studies to understand the country’s economic reactions to these new markets. A special focus is given to the following: (1) the importance of sourcing, (2) the retailers point of view, (3) the customers point of view, (4) the Y Generation concerns, (5) different sustainable organizations, (6) COP 21 encouragements, (7) the Smart textiles solutions, (8) two kind of market examples, (9) the future of sustainability in the luxury fashion and fabrics industries, (10) the limit of the sustainable model, (11) Sustainable innovation examples.