Eco Friendly Fashion & Its Impact on Nature and Structure of the Value Chain

ECO FRIENDLY FASHION & ITS IMPACT ON NATURE AND STRUCTURE OF THE VALUE CHAIN

1. INTRODUCTION

Consumer demand for eco friendly products continues to explode (Cone, 2008).

Today, the consumers are very much particular about the destruction caused to the ecological environment, by Textile & Apparel Manufacturing Industry. Therefore, increasing number of consumers are shifting their buying patterns to consumption of eco friendly apparel products.

 Top Apparel brands such as C & A, H & M, Nike, Wal Mart, Levi Strauss & Co, GAP etc ;  in my opinion are putting a major effort to bring out an eco friendly approach to the Fashion Industry, by introducing 100% Organic & Organic blended apparel to the consumer markets.

Retail sales of Organic Cotton has been risen from USD 3.2Bn from 2008 to USD 4.3Bn in 2009, according to the “Organic Cotton Market Report, 2009”, published by Organic Exchange.

The objective of this discussion paper is to contribute a better understanding about the emerging trend of eco friendly apparel consumption and its impact on the nature and structure of the apparel supply chain, in terms of creation of value; to the customers, to the industry and to the planet we are living in, the Earth.

1. METHODOLOGY

In order to establish the impact created on the supply chain; by the emerging trend of eco friendly apparel consumption, the following areas are analyzed by means of secondary research.

Many authors have conducted investigations in this area, in order to understand the importance of this emerging trend & its impact on MACRO & MICRO environments we are operating in; however since this theme is still emerging, there are no significant publications available currently.

1. APPAREL INDUSTRY ANALYSIS

In this section, an analysis of Apparel Industry; in the areas of customer segments, value & size, major players & trends will be carried out by means of secondary research.

1. EMERGING TREND OF ECO FRIENDLY APPAREL CONSUMPTION

In this section, the reasons behind the increasing consumer demand for eco friendly apparel will be analyzed & evaluated.

1. IMPACT ON APPAREL SUPPLY CHAIN – NATURE & STRUCTURE ; DUE TO ECO FRIENDLY APPAREL CONSUMPTION

In this section, the impact created on the nature & structure of apparel manufacturing supply chain, due to the emerging theme of Eco friendly apparel consumption, will be discussed.

1.  CONCLUSIONS & RECOMMENDATIONS

In this section, the overall research findings will be brought together and prioritized in terms of establishing the impact created on the supply chain by Eco friendly apparel consumption.

Concluding remarks on the strategic marketing response to be undertaken by the industry will be discussed.