Sustainable Fast Fashion

Sustainability is significantly important to the fashion business because of consumers' growing awareness of the environment. When a fashion company aims to promote sustainability, the main link is to develop a sustainable circular system. This chapter contributes understanding of how a historical fashion company has managed to evolve over time by implementing circular technology that can give it a competitive advantage in the market. The authors firstly describe the structure of H&M, the value it distributes in the market, and the future goals it has set for itself. Next, they introduce the methodology by which the company has managed to make its circular model impact on its performance, giving an overview of the relationship the company has with its stakeholders and consumers. Furthermore, based on secondary data and analysis, they learn how the Swedish fast fashion company has built its sustainable strength by developing eco-friendly materials, monitoring sustainable production, reducing carbon emissions in distribution, and promoting circular fashion.