Primary research survey
when you are finished with an item of clothing what are you most
likely to do with it?
throw it
away
give it to
a charity
sell it on
eBay
Recyle it
This opinion that sustainable development of fashion is a trend is being disproved by the increase of reselling apps
and websites such as EBay and Depop
where clothing from the mass market is
sold at a rapid rate, EBay alone sold 82
billion dollars of gross merchandise in
2015 (Smith, 2016). When using this most
consumers aren’t aware they’re being
sustainable, by passing their clothing on,
as they’re making a profit off something
that could have ended up in landfill.
This gain for consumers from items they
are done with is also occurring in our
mass market high street stores where
all we looking for is the next best deal
and how much money we can get off an
item, that’s why H&M and Accessorize
Monsoon offer money-back vouchers
to customers when they return used
clothing which are then recycled. H&M’s
initiative allows customers to donate a
bag of clothing to receive a five-pound
voucher in store, and Monsoon offer a
£10 voucher for every one item returned.
This new strategy is already making
a difference because H&M says their
company has already collected 28,000
tonnes of unwanted clothing since 2013
(Cronin, 2016). Overall it’s clear sustainability won’t only be a fad or just another
passing trend if major brands continue
and increase their advertisement and
consumers keep recycling unwanted
clothes, to help increase the cradle
to cradle practice within the fashion
industry.
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