This would be the eco conscious collection at hm

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this would be the Eco-Conscious collection at H&M which provides customers with a nature-inspired collection utilising high percentages of recycled polyester fi bres in their fabrics. Whilst this is a commendable contribution to the impact of creating virgin fi bres, this still segregates the collection from the mainstream collections. Savvy con- sumers may also begin to question why certain collections are being separated for being more responsible than others, with questions being raised regarding the credentials of the more mainstream collections being offered. Another example of this approach would be retailers and brands that use organic Fairtrade cotton in their basic apparel ranges. Often highlighted on the garment swing tags, retailers have begun using more responsible sources of cotton such as organic (the elimination of pesticides during the growth of the raw fi bre) and Fairtrade (where a premium is paid to enable giving something back to the local cotton sourcing community). The use of these alternative types of cotton is often only used in basic ranges, simple garment designs often using basic forms of cotton textiles. Again this is a com- mendable approach to the development of some garment ranges, but this needs to be included in a wider range of products available. More complex garments, involving more fashion garment detailing and a wider range of fabrics need to begin to be included in this approach, bringing organic and Fairtrade cotton more into the mainstream fashion ranges for brand and retailers. Whilst retailers continue this separation of socially and environmentally responsible collections, this two-market approach will exist. In preference to highlighting socially compliant collections, retailers and brands should begin to look to ways they can incorporate more ethical and sustainable practices into their everyday way of doing business. Examples of this could be the increased use of organic cotton in their garments, working more closely with manufacturers in their supply chain and the development of reuse or recycle schemes at the end of the product life cycle. The incorporation of social and environmental responsibility into the core business for fashion retailers would eliminate the element of choice for 64 A.M. James and B. Montgomery
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consumers, who could place their trust in certain retailers opposed to being limited to certain collections. This element of control on the part of the retailer is again a heavily debated topic in the industry. Questions have been raised into who controls the industry; the consumers demanding certain goods to be available or does the retailer ultimately control what the consumers can purchase. This two-sided debate has continued for many years with the consumer s purchasing behaviour said to be a powerful tool in the success or decline of speci fi c retailers or brands. It is believed that the very act of purchasing is a consumer s expression of their own individual judgment and
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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