Riassunto analitico
Sustainability has always been one of the most important and discussed issues for companies in general, but in particular for fashion firms. It is a complex concept that involves different aspects related to environment, to society and to the behaviour of consumers, that if well known, can lead the company itself to gain competitive advantage.
On the contrary, seems that the fashion industry is the second most polluting industry (the first place is occupied by the oil industry). In effect, is difficult to think how fashion industry can be related to such a theme, like the one of sustainability. When people thinks of fashion, they refer to “haute couture” as an industry that is based on waste, so they prefer to opt to “fast-fashion” shops being convinced that they are not as polluting as well-known brands. Actually, seems that fast-fashion is more polluting, due to the fact that it changes collection once a week, instead of brands such as Gucci, Prada, Hermes, Chanel etc. that create just two collections per year.
Today sustainability is not just something that is considered as a trend, but it is possible to see how most part of the fashion firms has decided to become completely “green” by studying and discovering alternative solution that can be suitable to environmental needs.
The main theme of my thesis will be to explore how fashion firm are innovating and adapting their business model and their supply chain to a more “green” approach. In the first chapters of my thesis I will analyse the theoretical part of the topic basing on the literature and on researches. In the second part I will analyse the sustainability theme from the fashion firm perspective, focusing on two main case studies, two firms from Apulia who have invested and continue to invest in integrating sustainability in their operations.
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