{"id":13414,"date":"2016-11-04T17:58:44","date_gmt":"2016-11-04T21:58:44","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/ecofriendly-fast-fashion-a-real-possibility-or-an-oxymoron\/"},"modified":"2016-11-04T17:58:44","modified_gmt":"2016-11-04T21:58:44","slug":"ecofriendly-fast-fashion-a-real-possibility-or-an-oxymoron","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/ecofriendly-fast-fashion-a-real-possibility-or-an-oxymoron\/","title":{"rendered":"Ecofriendly Fast-Fashion: A Real Possibility or an Oxymoron?"},"content":{"rendered":"<p>Fast-fashion companies should keep a close eye on climate change. This post explores why through the lens of Inditex, the parent company of highly successful brands such as Zara, Massimo Dutti and Bershka. Inditex\u2019s business model is notably strong, with ROE averaging ~27% over the past five years, but its operations will soon face significant challenges through the physical manifestations of global warming, including but not limited to, water scarcity &#8211; a topic this post will analyze in greater depth.<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[1]<\/a> While Inditex is engaged in a host of initiatives related to conserving water and improving sustainability more broadly, there is still a gap between the relevance the company internally attributes to green\/planetary issues and the importance external parties, including consumers, place on these (see chart below).<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[2]<\/a> This disconnect suggests the firm could be more strategic in its marketing positioning in order to convert the challenges presented by climate change into opportunities.<\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-03-at-2.00.03-PM-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-13342 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-03-at-2.00.03-PM-1-300x300.png\" alt=\"screen-shot-2016-11-03-at-2-00-03-pm\" width=\"370\" height=\"316\" \/><\/a><\/p>\n<p>Inditex will inevitably be affected by global water scarcity and its impact on raw material sourcing and production. According to the World Bank, \u201ccurrently, 1.6 billion people live in countries and regions with absolute water scarcity and the number is expected to rise to 2.8 billion people by 2025.\u201d<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[3]<\/a> Although Inditex does not disclose raw material purchases on a country-level basis, Southeast Asia concentrates the highest percentage of suppliers (~48%).<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[4]<\/a> Bangladesh for example, has the highest number of workers forming the staff of manufacturers working for Inditex (386,916)<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[5]<\/a> . Bangladesh is vulnerable to water shortages because its largest rivers originate in major developing countries such as India and China where demand for water is most likely to outstrip supply, creating potential conflict. Another exacerbating factor relates to fluctuating rain patterns, with monsoons during warmer seasons susceptible to extreme weather. According to the UN\u2019s latest briefing, \u201cduring severe foods, the affected area may exceed 53,000 km2 or 37% of the country and in extreme events\u2026 about 66% of the country is inundated.\u201d<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[6]<\/a> This matters because roughly 88% of the country\u2019s water is directed towards agricultural production and shortages due to unstable irrigation pose an amplified risk given high levels of manufacturing.<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[7]<\/a><\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-01-at-11.36.29-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-13334 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-01-at-11.36.29-PM-300x275.png\" alt=\"screen-shot-2016-11-01-at-11-36-29-pm\" width=\"366\" height=\"336\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-01-at-11.36.29-PM-300x275.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-01-at-11.36.29-PM-600x549.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-01-at-11.36.29-PM.png 662w\" sizes=\"auto, (max-width: 366px) 100vw, 366px\" \/><\/a><br \/>\nThe counterargument can be made that Inditex has diversified risk given that the \u201c1,725 suppliers and 6,298 factories that make up the Inditex supply chain are located in over 50 countries\u201d.<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[8]<\/a> The greater point however is that the supply of water is expected to fluctuate significantly by country (see map below)<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[9]<\/a> . The increased variability of water supply could prove hard to predict and manage across such a complex supply chain. Additionally, some types of raw materials may be more vulnerable to changes in environmental conditions than others, further increasing uncertainty. Inditex has already taken steps to increase operational efficiency, as exemplified by its results with its local partnership in Bangladesh where \u201c13.4 MM m<sup>3<\/sup> of water a year was saved avoiding the emission of 169,400 tons of CO2.\u201d<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[10]<\/a> Other efforts include more efficient design and selecting raw materials that consume less, such as recycled cotton: \u201cwater consumption in the production process\u2028for recycled cotton is\u2028 approximately 80%\u2028 lower than in traditional\u2028cotton production\u2028\u201d.<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[11]<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-13344 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-03-at-3.07.53-PM-300x183.png\" alt=\"screen-shot-2016-11-03-at-3-07-53-pm\" width=\"456\" height=\"272\" \/><\/p>\n<p>The overarching question is how the company can create opportunities from an increasingly strained environment. The good news is that consumers are willing to pay more for a product \u201cfrom a company known for being environmentally friendly\u201d as opposed to other drivers.<a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/can-bank-of-america-make-green-bonds-the-new-black\/#_ftnref1\" name=\"_ftn1\">[12]<\/a> Inditex could consider raising prices to capture this value, but there is somewhat of a ceiling given the extent to which the company promise emphasizes affordability. Higher margins would however provide additional sources of revenue to be invested in innovation directed at developing high quality, sustainable products. Additionally, Inditex should consider incorporating sustainability efforts to a greater extent in its marketing strategy through advertising campaigns built on raising awareness. A consumer should not have to dig deep into Inditex\u2019s presentations to learn about the myriad ways the company is tackling sustainability. However, the latter proposition may increase sales levels, which could run contrary to the overall goal of fighting climate change.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-13345 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/Screen-Shot-2016-11-03-at-4.44.45-PM-300x132.png\" alt=\"screen-shot-2016-11-03-at-4-44-45-pm\" width=\"420\" height=\"145\" \/><\/p>\n<p>So can Inditex\u2019s operational model co-exist with sustainability? Inditex has traditionally been categorized a fast-fashion company associated with short-term shopping behavior. One solution may be to create incentive systems through which customers can trade in their old clothing for discounts on new purchases, reducing the overall waste in the system. This could potentially help the company improve sales while also providing responsible alternatives on the sustainability front. The company could both utilize its current store locations and have a central mailing department that you can ship your old clothes to \u2013 capitalizing on changes in consumer behavior in an e-commerce era. In summary, climate change poses critical decisions for fast-fashion and long-term success will depend on innovative thinking while incorporating sustainability to current\u00a0business models.<\/p>\n<p>Word Count (796)<\/p>\n<p><span style=\"text-decoration: underline\"><strong>References<\/strong><\/span><\/p>\n<p>[1] \u00a0Inditex 2015 Annual Report, Page 20<br \/>\n[2] Inditex 2015 Annual Report, Page 161<br \/>\n<a href=\"http:\/\/water.worldbank.org\/topics\/water-resources-management\/water-and-climate-change\">[3] World Bank Website: http:\/\/water.worldbank.org\/topics\/water-resources-management\/water-and-climate-change<br \/>\n<\/a>[4] Inditex 2015 Annual Report, Page 37<br \/>\n[5] Inditex 2015 Annual Report, Page 145<br \/>\n[6] UN Website: http:\/\/www.unwater.org\/fileadmin\/user_upload\/unwater_new\/docs\/Publications\/BGD_pagebypage.pdf<br \/>\n[7] UN Website: shttp:\/\/www.unwater.org\/fileadmin\/user_upload\/unwater_new\/docs\/Publications\/BGD_pagebypage.pdf<br \/>\n[8] Inditex 2015 Annual Report, Page 40<br \/>\n<a href=\"http:\/\/water.worldbank.org\/topics\/water-resources-management\/water-and-climate-change\">[9] World Bank Website: http:\/\/water.worldbank.org\/topics\/water-resources-management\/water-and-climate-change<br \/>\n<\/a>[10] Inditex 2015 Annual Report, Page 66<br \/>\n[11] Inditex 2015 Annual Report, Page 63<br \/>\n[12] Nielsen, &#8220;The Sustainability Imperative: New Insights on Consumer Expectations&#8221;, October 2015<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Exploring the tension between fast-fashion and sustainability: can both co-exist?<\/p>\n","protected":false},"author":1875,"featured_media":13903,"comment_status":"open","ping_status":"closed","template":"","categories":[98,409,596,16,1898,595],"class_list":["post-13414","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-environment","category-fast-fashion","category-inditex","category-retail","category-sustainable-fashion","category-zara"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/climate-change-challenge-2016\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ecofriendly Fast-Fashion: A Real Possibility or an Oxymoron? 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