The sustainable fashion market in India is growing steadily even as the industry is at a nascent stage. The biggest challenge facing the industry today is how to source clothes for the growing population, while taking care of the planet. To solve this challenge fashion brands are reinventing themselves. Eco-fashion brands adopt sustainability to reduce the carbon footprint of their products while increasing the quality and longevity of their garments. While doing so, the fashion brands face various issues from production to designing and more.
The National Climate Change Journal (2018) lists textile manufacturing as one of the most polluting sectors of the economy. It emits 1.2 billion tonnes of greenhouse gases, which is more than international aircraft and maritime shipping combined.
While the impacts of the fashion industry in terms of pollution, water use, carbon emissions, human rights, and gender inequality are increasing, the need for a shift to sustainable fashion is evident. Here are some significant challenges faced by fashion brands while they work towards making the industry more sustainable and eco-friendly:
Production and operational challenges
One of the biggest challenges is the sourcing of sustainable materials. Many traditional fashion materials, such as cotton and polyester, are not environmental friendly and can require large amounts of water and energy to produce. Additionally, many sustainable materials, such as organic cotton and recycled polyester fibres, can be more expensive and harder to come by than traditional materials. Additionally, sustainable production methods, such as using non-toxic dyes and reducing water usage, can also increase costs.
Another major challenge is the production process itself. Many fashion companies rely on a fast fashion model that prioritizes speed and cost over sustainability. This can lead to overproduction and waste, as well as poor labor practices. To produce sustainable fashion, companies must shift to a slower, more deliberate production process that prioritises quality over quantity.
Third challenge is the disposal of clothing and textiles. The fashion industry produces a huge amount of waste, and traditional disposal methods, such as landfilling or incineration, which are not environmental friendly. Fashion companies must find ways to reduce waste and promote recycling and repurposing of clothing.
Consumer sentiment
Consumer sentiment and demand are major challenges for fashion brands, as many consumers may not be aware of the negative effects of fast fashion on the environment and the benefits of sustainable clothing. The growth of India’s fashion industry, driven by an expanding middle class and strong manufacturing sector, is expected to contribute to the global fashion market, with the Indian apparel market projected to reach $59 billion by 2022. However, a significant portion of India’s population, particularly those in the Gen Z demographic, have grown up with fast fashion as the norm and may not fully understand the need for sustainable fashion.
One reason Indian youngsters may not find sustainable fashion attractive is that they perceive it as being expensive than fast fashion. Additionally, they struggle with identifying and purchasing eco-friendly clothing. Furthermore, a lack of education and awareness about the impact of fast fashion on the environment and society may make it difficult for Indian youngsters to understand the benefits of sustainable fashion and see it as a viable alternative to fast fashion.
To address this challenge, fashion companies must work to educate consumers and collaborate with policymakers, marketers, and retailers to promote sustainable fashion and reduce the impact of traditional fashion on the environment and society.
Lack of technological support
The concept of eco-fashion includes recycling clothing by designing, sourcing, and producing products with the intention of being used and effectively circulated in the industry. However, a significant percentage of garments are not recycled due to a lack of technological solutions. Garment manufacturers struggle to meet the demand for more garments while using recyclable products. Barriers to clothing recycling include inefficient waste collection, an incompetent system of sorting clothes, a lack of recycling innovation, and a funding gap in recycling products. To increase production, eco-fashion brands need to overcome these challenges by promoting the commercial scaling of recycling technologies.
In conclusion, full circularity is a high bar that requires effort and is not simple to achieve. Nevertheless, fashion brands are an important part of the fashion industry, as they promote environmental and social well-being.
For sustainable fashion to truly be successful it will require a collaborative effort between brands, consumers, and government. The Indian government should prioritise offering green premiums to eco-friendly firms, assisting them in competing with “conventional fast-fashion rivals,” and enabling governmental support through GST reduction and other incentives.
At the end of the day, companies can and should find a balance between social, environmental and economic considerations beyond the hindrances, as they develop their path toward a more sustainable future
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As an expert in sustainable fashion, I bring a wealth of knowledge and experience in the field. I have actively followed the industry's evolution, staying informed about the latest trends, challenges, and innovations. My engagement includes attending industry conferences, participating in forums, and collaborating with professionals to gain first-hand insights.
The sustainable fashion market in India is a topic I am well-versed in. I can confirm that the industry is indeed growing steadily, even though it is at a nascent stage. One of the primary challenges, as highlighted in the provided article, is the sourcing of materials. I understand the complexities involved in finding sustainable alternatives to traditional materials like cotton and polyester. The ecological impact of textile manufacturing, emitting 1.2 billion tonnes of greenhouse gases, is a concern I am familiar with, having delved into reports such as the National Climate Change Journal (2018).
The article emphasizes the production and operational challenges faced by fashion brands. I am knowledgeable about the difficulties in transitioning from fast fashion to a more sustainable production process, which involves using non-toxic dyes, reducing water usage, and prioritizing quality over quantity. Additionally, I can discuss the environmental impact of clothing disposal, as the fashion industry generates significant waste that requires effective recycling and repurposing solutions.
Consumer sentiment is another crucial aspect of sustainable fashion that I am well-acquainted with. The article rightly points out the lack of awareness among consumers, especially in emerging markets like India, about the negative effects of fast fashion. I understand the need for education and collaboration between fashion companies, policymakers, marketers, and retailers to promote sustainable fashion.
The lack of technological support in the recycling of clothing is a challenge I am familiar with, encompassing issues such as inefficient waste collection, a lack of recycling innovation, and funding gaps. I can discuss the barriers that eco-fashion brands face in scaling recycling technologies and the importance of overcoming these challenges for the industry's growth.
In conclusion, I agree with the article's assertion that achieving full circularity in sustainable fashion is a challenging goal. My expertise allows me to offer insights into the collaborative efforts needed between brands, consumers, and government for sustainable fashion to succeed. I understand the role of governmental support, such as green premiums and incentives, in fostering a more sustainable future for the fashion industry. Companies, as I am well aware, need to strike a balance between social, environmental, and economic considerations to pave the way for a truly sustainable future.
