Fast fashion is a term in the fashion industry describing manufactures, who produce great amounts of garments in a short amount of time to keep up with trends. Unfortunately, this has harmful ef-fects on the environment and on workers.
Companies try to justify this by incorporating environ-ment-friendly objectives and do responsible acts. Something desired by consumers, which clashes with fast fashion, making companies go in two different directions simultaneously.
The most significant motive for companies to incorporate cooperative social responsibility in their business models comes from customer demand.
According to Cone Communication, 70% of Amer-icans believe companies have an obligation to take actions to improve issues that may not be relevant to their everyday business .
This forces the industry into a position, where they will have to find new innovative methods to produce. According to Textile Consult, consumers are keener than ever to support companies who demonstrate great CSR
and they are prepared to move on from companies who do not embrace eco-friendly policies . Hereby it becomes clear that it takes more to run a successful business today, than to just focus on sales and low-cost.
In connection to presenting responsibility to consumers, social media has become an important element in marketing. People like to feel they’re making a difference .
This also creates challenges for businesses, since competition between manufactures increases, as they will constantly have post about new sustainable initiatives to hold on to their customers.