THE MASS MARKET ; SUSTAINABILITY AND ETHICS EDITION 2016 1 | Page 4

THE MASS MARKET ; NOV 2016

THE MASS MARKET ; NOV 2016
Fig. 6

Fig. 4

Fig. 5

I N T R O D U C T I O N ;
In recent years, the issue of
sustainability and ethics within the
fashion industry has become more prominent
than it once was – this is due to the fact
that the fashion industry is the second
most polluting industry in the world and
its processes emit a extensive amount of
greenhouse gases. (Eco Watch, n.d.) With
major issues from child labour and working
conditions within factories to the fashion
industry’s carbon footprint and the
controversial issue that is the growing
fur trade, AND the welfare of animals, are
there ways to resolve all of these issues?
The mass market sector is primarily driven
by fast, disposable fashion and relies on
manufacturers to make a quick turnover on
the production of garments, but with the
major demand from the public, activists
and non-government organizations, there
has been a loud call for change within not
only the fast fashion industry but within
the mass market sector as well as it said
that globally, consumers use 30% more
resources from the environment each year
than the planet can replenish. (Guardian,
2008) Big retailers within the mass market
sector such as New Look, Zara and Marks
and Spencer have all made it a point to
specify that some of their garments are
either organically made or produced with
Fairtrade resources.
4

“Consumers
may hold ethical
companies in high
regard but do not
necessarily buy their
products because of
it... such consumers
will only buy ethically
if it does not detract
from the value and
brand and involves
no inconvenience.”
- Carrigan and Hall, 2001

5
Fig. 7