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

Detta är en Kandidat-uppsats från Göteborgs universitet/Företagsekonomiska institutionen

Sammanfattning: 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 humansand the environment. Fast fashion developed in the beginning of the 1990s as a way to speedup the production and to quickly get new trends out on the market. More than half of theproducts that fast fashion produces is disposed within a year and studies shows that Swedishcustomers buys thirteen kilos of textiles per person and year, of which eight kilos ends up inthe trash. The purpose of circular economy in the fashion industry is therefore to try to reducewaste and keep materials and products in use for a longer time. Sustainable fashion has lateron gained greater focus from customers and this has encouraged companies to develop moresustainable products to meet the demand.Purpose: Based on the negative impact the fashion industry has on both health and theenvironment together with the market demand for sustainable fashion, is the aim of this studyto investigate how Swedish fast fashion companies relates to circular economy.Research method: The study mainly used qualitative methods and have an abductiveapproach. The data collection consists of material from Gina Tricot, KappAhl, Lindex andH&M Groups sustainability reports, information from their websites and interviews. This iscombined with an interview with Jennifer Larsson who is a research assistant and designer atScience Park Borås, to gain an objective perspective.Conclusion: The study shows multiple similarities on how Swedish fast fashion companiesworks with sustainability, for example all the companies worked with their own sustainabilitylabels and offers to collect used clothes in their stores. Furthermore, all the companies havesustainability goals and plans to move towards more circular ways of working. However, it canbe problematic when all companies want to make this move at the same time, because there isnot enough material to satisfy the demand. The conclusion is therefore that the future may holda fashion industry that has adapted to the circular economy, but exactly how this industry willdevelop and when this will be done is difficult to predict.

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