This essay address three ways where sustainability plays a part in the operations and function of H&M compared to Zara and other fast-fashion companies.
In recent years sustainability has been a necessary condition for the function of companies. H&M actively applies it in its production and operation. Firstly, the company ensures eco-materials for its products, such as wedding dresses, from eco-friendly vegetable fibers (Seo et al., 2019; Rana et al., 2021). Secondly, it actively promotes the green brand image in its marketing and promotion and through eco-labeling (Javed et al., 2020; Bojonka, 2019). Thirdly, the company is replacing animal-derived materials with green ones, ensuring the rights of animals (Javed et al., 2020). In terms of sustainability, H&M acts similarly as other fast-fashion companies, especially with that Zara (Yang et al., 2017). This can be explained by overall innovations related to ecology (Mitra, 2020). As such, companies are trying to be more sustainable as they can.
Although fast-fashioned companies are similar to each other, there is some difference in their view on sustainability. Firstly, Zara implements policies that reduce hazardous chemical use, but non that is related to greenhouse gas emission (Segran, 2019). In contrast, H&M had such policies related to proper waste management (Kim and Oh, 2020). Secondly, H&M invests more in eco-technologies that are used vegetable fibers as opposed to Zara (Seo et al., 2019). It suggests that H&M spends more on its eco-brand management. Thirdly, both Zara and H&M provide a place where customers can drop their used clothes to recycle them (Yang et al., 2017). Such policy is favorable as it allows people to involve in eco-friendly events, thus having a positive attitude toward the brands.
Reference List
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Javed, T., Yang, J., Gilal, W. G., & Gilal, N. G. (2020). The sustainability claims’ impact on the consumer’s green perception and behavioral intention: A case study of H&M. Advances in Management and Applied Economics, 10(2), 1-22.
Kim, Y., & Oh, K. W. (2020). Which consumer associations can build a sustainable fashion brand image? Evidence from fast fashion brands. Sustainability, 12(5), 1703.
Seo, K., & Suh, S. (2019). A study on the characteristics and social values of vegan fashion in H&M and Zara. Journal of Fashion Business, 23(6), 86-100.
Mitra, J. (2020). Entrepreneurship, Innovation and Regional Development, 2nd ed. Oxon, Routledge.
Rana, M. B., & Tajuddin, S. A. (2021). Circular economy and sustainability capability: the case of HM. In Upgrading the Global Garment Industry. Edward Elgar Publishing.
Segran, E. (2019). H & M, Zara, and other fashion brands are tricking shoppers with vague sustainability claims. Fast Company, 8.
Yang, S., Song, Y., & Tong, S. (2017). Sustainable retailing in the fashion industry: A systematic literature review. Sustainability, 9(7), 1266.