Ll in the uk every year in response to this there are

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ll in the UK every year. In response to this, there are a large number of schemes being developed including that by WRAP who put forward the sustainable clothing action plan (SCAP), a 2020 commitment to encourage the fashion industry to be more eco-friendly. By 2013, 30 top high-street brands had registered which has now grown to 83 across a range or market sectors (WRAP 2015 ). The environmental impact of such large volumes of clothing being disposed of in land fi ll has huge negative implications, with many garments now being produced from The Role of the Retailer 29
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non-biodegradable materials such as polyester. Due to the cheaper nature of fi bres such as polyester, the fast fashion market level favours these fi bres, which again tends to be the garments that are more readily disposed of. This disposable culture associated with the fast fashion market has caused the value of clothing to diminish with consumers having no attachment or tendency to care for such products. This loss of value on the part of the consumer again needs to be addressed and could be created through the slowing of the industry. Whilst it is not only price that can create value in clothing, if consumers were to pay a higher price for fashion items they purchased, their tendency to value and care for a product would increase. This would be again another reason that a more traditional two-season approach to the fashion industry would create a more sustainable future. 5 Recommendations for the Future 5.1 Addressing the Key Issues Preventing Change There is a strong incentive for change in the fashion industry leading it to a more socially responsible and sustainable future. However as highlighted, there are several key factors that are currently preventing change which needs to be addressed in order to move things forward. Change in the industry will require cooperation from all stakeholders including retailers, consumers and manufacturers involved in the provision of the fashion product. Collaboratively, these parties can work together to change attitudes and approaches to fashion with the aim of slowing the industry down. As a consequence of this collaboration a shared vision of a more responsible future for fashion can be achieved. When considering the issues preventing change, a number of recommendations can be made, yet it is to be acknowledged that these changes cannot be instant and that small developments over time will aid in this progression of the industry. The fi rst key issue discussed to be currently preventing change is the lack of consumer knowledge and awareness of ethical and sustainable issues in fashion. The absence of this knowledge not only has a negative impact on the choices that consumers make during the purchasing process but also means that the consumer has no comprehension of the negative implications of the manufacture of fashion products. This uninformed consumer can also not have any empathy or connectivity with the social element of the supply chain, or the understanding of the negative consequences this production has on the environment. In order to address this lack of
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  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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