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How fast fashion affects the product lifecycle of jeans
- 1. How Fast Fashion Affects the Product Lifecycle of Jeans Ethan Brown Tiffany Ramroop Dr. Susana Velez - Faculty Sponsor
- 2. What is Fast Fashion? Short production & distribution lead times Highly fashionable (“trendy”) product design
- 3. Motivation Consumer-driven phenomenon Sustainability “Moderately-priced brands, [are] getting rocked by the fast fashion trend. Stars like H&M, Zara and Forever 21 are responding to the latest fashion trends at warp speed, leaving older brands like [Aeropostale,] Banana Republic and American Eagle in the dust.” (Egan, 2016).
- 4. Research Question Is there a quantitative connection that can support hypotheses regarding how fast fashion has a higher environmental impact than traditional fashion?
- 5. What is Life Cycle Assessment (LCA)?
- 7. Preliminary Survey - Sample Scope - UWG students under the age of 35 Sample (n=83) Focus on Correlation Gender: Male 41% Female 59%
- 9. Why do People Buy New Jeans
- 11. “Why do you not buy brands with a low impact?” 7% 35% 58% Cost Not Interested Didn't Know it Existed
- 12. Almost Significant Findings Almost significant trend for FF vs Price (r=0.16, p=0.13) Strong correlation between Price & Forever21 (r = 0.24, p=.03) Moderate correlation between Price & Owning Rue21 (r=0.19, p=0.08) Almost significant trend for FF vs Buying Used Jeans (r=0.16, p=0.13)
- 13. Significant Findings “Owning Fast Fashion Brands” and “Lack of Knowledge about Environmental Impact” (r=0.21, p=0.07) “Frequency of purchases” &“Owning Fast Fashion Brands” (r=0.31, p=0.005) “Total # of jeans owned” &“Owning Fast Fashion brands” (r=0.30, p= 0.006)
- 14. LEVI’S® 501® JEAN LIFECYCLE IMPACT
- 15. Non - Findings Buying new jeans due to damage of old jeans and fast fashion (r=-0.08, p=0.48) Washing vs. Frequency of Purchase (r=0.10, p=0.28) . Gender & Frequency of washing jeans (r=0.07, p=0.55)
- 16. Recommendations
- 17. Consumer Recommendations Impact of process alterations vs. change in consumer behavior Buying Less or Used Washing Less (with cold water) and Air Drying Donating Instead of “Throwing in the Trash”
- 18. LEVI’S® 501® JEAN LIFECYCLE IMPACT
- 19. Producer Recommendations Use sustainably grown cotton, hemp, bamboo, and other fiber crops Recycling polymers and cotton fibers Use of polymers created from plant-based materials Create awareness of low-environmental impact products.
- 20. Limitations Future Research Work attire regulations affects on purchasing jeans Brand availability to consumers depending on size Geolocation’s effects on brands purchased due to consumer tastes and availability Fast Fashion effect on jeans versus its effect on other articles of clothing Age reach of Fast Fashion (should we lower our target group?) How long is product life & what happens at end of life? What is the impact of cost on the decision process of buying brands with low environmental impact?
- 21. References Cachon, G.P. & Swinney, R. 2011. The Value of Fast Fashion: Quick Response, Enhanced Design, and Strategic Consumer Behavior. Management Science, 57:4: 778 - 795 Claudio, L. 2007. Waste Couture: Environmental Impact of the Clothing Industry. Waste Couture: Environmental Impact of the Clothing Industry. Environmental Health Perspectives, 115 (9): pg. A448 Egan, M. 2016. The Clock is Ticking on Aeropostale; Aeropostale is dying -- a victim of fast fashion and fickle teen tastes. CNN Money. Retrieved March 17, 2016 http://money.cnn.com/2016/03/18/investing/aeropostale-dying-fast-fashion/index.html Hackett, T. 2015. A Comparative Life Cycle Assessment of Denim Jeans and a Cotton T-shirt: The Production of Fast Fashion Essential Items from Cradle to Gate. University of Kentucky, 115 pp. ISO 14040:2006 Environmental management -- Life cycle assessment -- Principles and framework, 2006-07-01. International Organization for Standardization, Geneva, Switzerland. Retrieved March 17, 2016 http://www.iso.org/iso/catalogue_detail?csnumber=37456 LeviStrauss&Co. 2015. The Life Cycle of a Jean - Understanding the environmental impact of a pair of Levi's 501 jeans. Retrieved March 17, 2016 http://levistrauss.com/wp-content/uploads/2015/03/Full-LCA-Results-Deck-FINAL.pdf Van Oers, L. & Guinée, J. 2016. The Abiotic Depletion Potential: Background, Updates, and Future. Resources, 5:(16): 12 pp.
Editor's Notes
- “A fast fashion system combines at least two components: Short Production….. Enabling a close matching of supply with uncertain demand (or “quick response techniques”); Notice that fast fashion is not necessarily low-cost. Fast fashion is associated with the time it takes to take the product through the value chain, and to the ability to capture trends.
- Aeropostale is dying -- a victim of fast fashion and fickle teen tastes.
- It is the compilation and evaluation of the inputs, outputs and the potential environmental impacts of a product system throughout its life cycle. (ISO 2006)
- Scope was directed towards UWG students under the age of 35 Sample (n=83) is too small to represent the total population of students at UWG Because of the small sample size the preliminary findings will focus on correlation Age Range: 16 - 35 (with 83% of respondents between the ages of 16-22) Gender: Male 33% Female 60%
- Normal Distribution between frequency of purchase and population
- Why do you not buy brands with a low environmental impact 5 27 45
- We see several indicators that students whose main concern is price own more fast fashion jeans: The correlation between owning fast fashion brands and frequency purchases, indicates that fast fashion brands are driving people to buy more often. The correlation seems to be driven by two brands though: Forever21, and Rue21, not H&M and Zara. These students are also buying more used clothing, which tends to be cheaper. Another marker for price. Owning Fast Fashion brands is correlated with lack of knowledge about the environmental impact of clothing, but this correlation is only marginally significant at 93%. More importantly, we do find a correlation between buying more frequently and buying fast fashion brands, and also between the number of jeans owned and fast fashion brands. These correlations might indicate that fast fashion is driving students to buy more often, and own more jeans (It seems logical that if you buy more often you own more jeans, but this is not necessarily true if you don’t keep the old jeans). These two correlations indicate that our research question has potential in unveiling the shopping habits of young people and how the choices of these consumers are affecting the environment
- The correlation between owning fast fashion brands and frequency purchases, indicates that fast fashion brands are driving people to buy more often. Used clothing is cheaper We see several indicators that students whose main concern is price own more fast fashion jeans: The correlation between owning fast fashion brands and frequency purchases, indicates that fast fashion brands are driving people to buy more often. The correlation seems to be driven by two brands though: Forever21, and Rue21, not H&M and Zara. These students are also buying more used clothing, which tends to be cheaper. Another marker for price. Owning Fast Fashion brands is correlated with lack of knowledge about the environmental impact of clothing, but this correlation is only marginally significant at 93%. More importantly, we do find a correlation between buying more frequently and buying fast fashion brands, and also between the number of jeans owned and fast fashion brands. These correlations might indicate that fast fashion is driving students to buy more often, and own more jeans (It seems logical that if you buy more often you own more jeans, but this is not necessarily true if you don’t keep the old jeans). These two correlations indicate that our research question has potential in unveiling the shopping habits of young people and how the choices of these consumers are affecting the environment
- Climate Change - Global warming potential of greenhouse gases released into the environment. The high number for climate change for the consumer care phase of the lifecycle can be attributed to the energy used to power the washer and the drier. Water Consumption - Net freshwater taken from the environment minus water returned to the same watershed at the same quality or better. Fiber has high water consumption due to the water use din iurrigating the cotton fields. “Cosnumer care” has the second highest water consumption due to the water used in washing the jeans. Eutrophication - Oxygen depletion as a result of nitrogen and phosphorous deposit into freshwater or marine environments. When this occurs, lack of oxygen in the water discourages the growth of fish and encourages the growth of algae, and anaerobic bacteria. The high eutrophication of “Fiber” is due to the use of pesticides and fertilizers to grow the cotton. Land Occupation – Occupation of a certain area of land during a certain time and or the transformation of a certain area of land. Fiber has the highest land occupation due to the land necessary for cotton fields. Abiotic Depletion - A measure of the depletion of non-renewable sources that includes fossil energy, metals, and minerals. Measured as the depletion of Antimony (Sb) which is a common element in many ores. http://www.tandfonline.com/doi/pdf/10.2752/175174112X13340749707123 Using Antimony is an indicator of abiotic depletion - because Antimony is so common, the depletion (reduction) of this element is a marker of depeltion of mineral ressources. The abiotic depletion of “Sundries and Packaging” are due to the oil used in making the plastics for packaging, minerals used in the zippers, and plastic used in the buttons.
- Washing vs. Frequency of Purchase (r=0.10, p=0.28) . The idea - more washing = faster wear out = more frequent need for replacement = more frequent purchases
- Climate Change - Global warming potential of greenhouse gases released into the environment. The high number for climate change for the consumer care phase of the lifecycle can be attributed to the energy used to power the washer and the drier. Water Consumption - Net freshwater taken from the environment minus water returned to the same watershed at the same quality or better. Fiber has high water consumption due to the water use din iurrigating the cotton fields. “Cosnumer care” has the second highest water consumption due to the water used in washing the jeans. Eutrophication - Oxygen depletion as a result of nitrogen and phosphorous deposit into freshwater or marine environments. When this occurs, lack of oxygen in the water discourages the growth of fish and encourages the growth of algae, and anaerobic bacteria. The high eutrophication of “Fiber” is due to the use of pesticides and fertilizers to grow the cotton. Land Occupation – Occupation of a certain area of land during a certain time and or the transformation of a certain area of land. Fiber has the highest land occupation due to the land necessary for cotton fields. Abiotic Depletion - A measure of the depletion of non-renewable sources that includes fossil energy, metals, and minerals. Measured as the depletion of Antimony (Sb) which is a common element in many ores. http://www.tandfonline.com/doi/pdf/10.2752/175174112X13340749707123 Using Antimony is an indicator of abiotic depletion - because Antimony is so common, the depletion (reduction) of this element is a marker of depeltion of mineral ressources. The abiotic depletion of “Sundries and Packaging” are due to the oil used in making the plastics for packaging, minerals used in the zippers, and plastic used in the buttons.
- that require less pesticides, irrigation, and other inputs. (such as plastic bottles)
- ***Major Fast Fashion brands are not easily available in West Georgia, thus UWG students might consume less of these brands than students elsewhere.