Les pratiques des grandes marques de la fast fashion pour réduire leur empreinte environnementale

Abstract

The fast fashion industry has transformed the fashion landscape by offering trendy apparel at low prices, but it has also sparked substantial environmental and social concerns. This thesis delves into the sustainability efforts of four leading fast fashion brands: H&M, Zara, Primark, and SHEIN. These brands are making strides to mitigate environmental impacts by incorporating recycled materials, launching advanced recycling initiatives, and collaborating on sustainable development projects. However, they face notable challenges, such as inconsistent implementation of sustainability initiatives and varying levels of transparency. Our study, leveraging data from official websites and social media, indicates positive progress towards sustainability. This includes the increased use of sustainable materials, effective waste management programs, and heightened transparency efforts. Nonetheless, discrepancies in focus areas, certifications, and transparency levels among the brands reveal ongoing obstacles. The path towards sustainability for fast fashion brands is promising but fraught with challenges. To make significant improvements in their environmental and social footprints, these brands must intensify their commitment to responsible and transparent practices. This commitment will not only enhance their market position but also contribute positively to global sustainability goals. Integrating sustainability into the core strategies of fast fashion brands is imperative. This shift is crucial for the long-term survival and prosperity of the industry, necessitating comprehensive efforts to adopt practices that are respectful of both the environment and societal well-being.