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Cirkulär ekonomi inom modebranschen En studie över hur svenska fast fashion-företag kan arbeta cirkulärt

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Title: Cirkulär ekonomi inom modebranschen En studie över hur svenska fast fashion-företag kan arbeta cirkulärt
Authors: Sundqvist, Lina
Pettersson, Ida
Issue Date: 30-Jun-2021
Degree: Student essay
Series/Report no.: Logistik
Keywords: cirkulär ekonomi, fast fashion, hållbarhet, modebranschen
circular economy, fast fashion, sustainability, fashion industry
Abstract: Bakgrund: Bearbetning och utvinning av resurser har stor påverkan på den biologiska mångfalden. Modeindustrin är en bransch som är mycket resurskrävande och har en stor negativ påverkan på både människor och miljö. Fast fashion utvecklades i början på 1990-talet för att kunna snabba på produktionsprocessen och snabbt få ut nya trender på marknaden. Mer än hälften av all tillverkning inom fast fashion kasseras inom ett år och studier visar att svenskar köper tretton kilo textilier per person... more
Description: Background: Processing and resource extraction has a huge impact on the biological diversity. The fashion industry requires a lot of resources and has a big negative impact on both humans and the environment. Fast fashion developed in the beginning of the 1990s as a way to speed up the production and to quickly get new trends out on the market. More than half of the products that fast fashion produces is disposed within a year and studies shows that Swedish customers buys thirteen kilos of textiles per person and year, of which eight kilos ends up in the trash. The purpose of circular economy in the fashion industry is therefore to try to reduce waste and keep materials and products in use for a longer time. Sustainable fashion has later on gained greater focus from customers and this has encouraged companies to develop more sustainable products to meet the demand. Purpose: Based on the negative impact the fashion industry has on both health and the environment together with the market demand for sustainable fashion, is the aim of this study to investigate how Swedish fast fashion companies relates to circular economy. Research method: The study mainly used qualitative methods and have an abductive approach. The data collection consists of material from Gina Tricot, KappAhl, Lindex and H&M Groups sustainability reports, information from their websites and interviews. This is combined with an interview with Jennifer Larsson who is a research assistant and designer at Science Park Borås, to gain an objective perspective. Conclusion: The study shows multiple similarities on how Swedish fast fashion companies works with sustainability, for example all the companies worked with their own sustainability labels and offers to collect used clothes in their stores. Furthermore, all the companies have sustainability goals and plans to move towards more circular ways of working. However, it can be problematic when all companies want to make this move at the same time, because there is not enough material to satisfy the demand. The conclusion is therefore that the future may hold a fashion industry that has adapted to the circular economy, but exactly how this industry will develop and when this will be done is difficult to predict.
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