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Ethics and Sustainability in the Fashion Industry
North American Companies and Sustainable Production
FASH-153-ONA
By: Lucy Cayton & Chantel McNeil
Due Date: February 10th 2016
Professor: Rose Rutherford
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History and Profile:
H&M (Hennes & Maurtiz AB) is a Swedish multinational clothing
company known for their fast fashion targeted towards women, men,
children and teenagers. Their head office is located in Stockholm,
Sweden. H&M exists in 61 nations with more than 3,700 stores and
starting 2015 utilized around 132,000 individuals. The primary store was
opened in Sweden in 1947. It had 2,325 stores toward the end of 2011,
2,629 stores toward the end of August 2012 and opened its 3,000th
store in September 2013 in Chengdu, China. H&M is positioned the second biggest worldwide
clothing retailer, simply behind Spain-based Zara, and leads over the third biggest worldwide
clothing retailer Gap Inc. H&M ownership type is they are a private company. (Careers.H&M
2015)
Products and Promotion
H&M’s sells apparel, home wear and beauty supplies
for Men, Women and Children. H&M is known for being a
trendy, fast-fashion store that is cheaply priced. H&M charge
little for their items of clothing aside from their collaboration
collections and their Conscious line. Most items cost anywhere
from $6.99 - $49.99, basics being the the cheapest product to a
nice blouse or blazer at a higher price. However, their new
collaboration collections can cost a little extra, such as the Men’s Beckham Body war is a little
more on the expensive side. Also they’re line of ethical and sustainable clothing line Conscious
is a little more expensive than their other collections, although the Conscious line starts at
$12.99 and goes up from their depending on the product.
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Here is a list of what H&M sells:
Ladies – Categories Men’s – Categories Kids – Categories Home – Categories
Jackets & coats
Cardigans &
jumpers
Tops
Basics
Trousers
Jeans
Dresses &
jumpsuits
Shirts &
blouses
Blazers &
kimonos
Skirts
Shorts
Lingerie
Nightwear
Swimwear
Shoes
Beauty
Accessories
Everyday
fashion
Divided
Party
Modern classics
Causal
Sportswear
H&M + Plus
size
Maternity wear
T-shirts & Tank
tops
Shirts
Hoodies &
sweatshirts
Sweaters &
cardigans
Jackets & coats
Blazers & suits
Trousers
Jeans
Basics
Sportswear
Underwear &
loungewear
Accessories
Shoes
Swimwear
Shorts
H&M Man
Modern classics
Casual
Divided
*Collaboration –
Beckham Body
wear
Newborn (0-
9m)
Baby girl
(4m-2y)
Baby boy
(4m-2y)
Girls (18m-
10y)
Boys (18m-
10y)
Girls (8-14y+)
Boys (8-14y+)
Living room
Bedroom
Kitchen
Bathroom
Kids room
Basics
Bed linen
Cushions
Towels
Decorations
Storage
Blankets
Candles &
Candleholders
Serving ware
Vases &pots
Rugs
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H&M sells a variety of items that are that are a part of their ethical and
sustainable line. They sell a few items in each category, for men and children they sell a
lot of basics such as t-shirts, underwear, hoodies and socks. Whereas for women they
sell a lot of blouses, jeans, basics, blazers, sweaters, underwear and beauty products.
Most of their products are made out of organic cotton, however in this line they also use
recycled wool, organic leather, organic linen, organic hemp, organic silk, FSC natural
rubber, recycled polyester & polyamide, recycled plastic and lyocell. “H&Mwanted to
create great fashion that was sustainable” (Karl-Johan Persson, par.4).
Product Price (CAD) Material(s) Picture
Women’s basic t-shirt (2 pack) $14.99 100% organic cotton
Women’s chiffon top $19.99 100% recycled polyester
Women’s blouse $59.99 50% lyocell,50%viscose
Women’s lyocell denim shirt $39.99 100% lyocell
Women’s jumpsuit $69.99 100% lyocell
Women’s cotton shorts $14.99 95% cotton, 5% elastane
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How H&M makes their clothing ethical and
sustainable
H&M have a number of reasons why and how they make ethical and sustainable
clothing. H&M do a numerous amount to help improve the textile industry not only do
they eliminate child labour and sweatshops, they also have three other major projects
that they believe will help impact the textile industry.
1. H&M on water stewardship –
This project deals with H&M wanting to become a leading water steward and supply
water to all stress regions such as China and Bangladesh. They are working with
WWF to help achieve this goal. On top of that they are educating their own
employees to help spread the word on the importance of saving water.
2. H&M on conscious materials –
H&M in 2011 made an environmental friendly choice by introducing the Green Tag
this item was apart of their conscious line; this means that the garment had very
minimal impact on the environment. H&M right now are working towards making all
of their garments organic by 2020, they are working extremely hard to making our
future sustainable.
3. H&M on “fair living wage” -
H&M don’t own any of their suppliers however they do have a great deal of impact
on making sure that their workers are being paid fairly. H&M have created a
roadmap to ensure that fair living wages are spread across the entire industry in 4
simple steps.
Step 1: H&M are going to improve their own individual purchasing practices and
minimize the amount of labour time, to make sure workers are working overtime.
Step 2: H&M are going to be working with their suppliers and ensuring that workers
opinion will always come first, and making sure that the suppliers report back to
H&M on a regular basis.
Step 3: H&M wants the workers to be able to vote for their own management team
so that the workers feel happy with who is in charge and be able to have input. They
also want to educate workers on their rights.
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Step 4: Lastly, H&Mwants to connect with governments and eventually be able to
spread “fair living wage” across the entire world.
Guidelines
H&M ensures that their products are adhere to the guidelines by conducting thousands
of factory audits on a regular basis, some of the audits are unannounced, this way they can
make sure that good practices are being conducted every day. H&M are only using certain
materials to make their products such as organic cotton, recycled wool, recycled polyester &
polyamide, recycled plastic, lyocell, FSC natural rubber, organic hemp, organic silk, organic
leather and organic linen. However, H&M are also working on ending cosmetic testing on
animals and attempting to improve the lives of animals that live on certain farms. All of these
factors are helping the company follow their guidelines to ensure that their products are ethical
and sustainable.
How do they promote their line?
Add Campaign
H&M uses many ways to promote their conscious clothing line for example they have
launched a marketing campaign around sustainable fashion called “Conscious Collection.” They
utilize the slogan 'More Sustainable Fashion'. They portray the crusade on their site as a major
aspect of their vision to make form more reasonable over each touch purpose of their business.
They wrap up by saying they are continually searching for approaches to enhance for the
general population and environment. They explain on their website their campaign as a major
aspect of their vision to make fashion more sustainable over every part of their business. They
wrap up by saying they are continually searching for approaches to enhance for the general
population and environment.
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As you can see the advertisement is certainly making sustainable fashion attractive. By
making sustainable clothing sexy and trendy this will encourage their consumer to purchase
from this line, as they will interface style to sustainability.
Hangtags
H&M also makes it easy for the consumer to know in the store if this piece of clothing is
a part of their conscious collection by their green hang tag on the clothing
As shown from above the tag will tell the consumer basic information on how this
item is sustainable and also provide the website for additional information
Advertisement
Another way they promote their line is having huge advertisement around the globe
for explain Time Square in New York.
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Celebrity representative
Also having a celebrity behind the brands really help with promoting their line. Oliva
Wilde makes the brand seemcool and trendy rather than what some people may perceive as
what a sustainable clothing line would look like.
Company Philosophy:
H&M uses a vision statement over a mission statement.
“We believe in a better fashion future – one that makes fair and sustainable
fashion affordable and desirable for all.”
“Our vision is that all our operations are run in a way that is economically,
socially and environmentally sustainable.
“Which will mean our business is helping to meet the needs of both present
and future generations”.
"We can offer our customers a more sustainable choice. We can make a
difference to hundreds of thousands of people working in our supply chain
and to the environment and communities around us. We work hard to make
this difference bigger every day"
Helena Helmersson, Head of Sustainability.
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Objectives
Their objectives within their vision statement would be to overall make their
business sustainable in every form possible. By doing so their business will
addressing necessities of both present and future eras. Also by offering their
consumer more sustainable clothing will result in making a positive effect to
countless individuals in distribution of their product and also the earth and people
surrounding them. This is not different from their corporate mission statement.
Corporate Social Responsibility:
H&M does provide a Corporate Social Responsibility Report their intent it to
make the sustainable decisions better furthermore, trendy – all through the whole
life of an article of clothing. Piece by piece, this lessens the effect that design has on
the planet. H&M wants to create more innovation within the fashion industry.
Together with their consumer and the industry, they need fashion’s future more
fashion and sustainability rather than having to choose only one. They also talk
about supply chain management and making their more sustainable and ethical they
want to practice fair trade within their factories overseas. This leads to making sure
their workers are getting a fair living wages and not being over worked. They strive
for human rights, equality and diversity within all aspects of their company. This
plays a huge focus on their advertising campaigns to diverse their target market.
Another part of the report talks about focusing on emissions from their own
operations. H&M makes sure they reduce climate impact in every way possible. They
also strive to use the three Rs Reduce, Reuse, Recycle within their products by
recycling textiles to reduce what goes in their landfills and having to use new
resources. H&M makes sure they use natural resources responsible to result in little
to no waste. Also H&M plays close attention to the chemicals being used for their
products by reducing waste and hazardous substances, also making it a safe
environment for their workers. And lastly H&M wants to strengthen communities by
helping those in need.
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Code of conduct:
The H&M Company does work by a Code of Conduct intent is to give consumers
quality fashion at a good price. With quality comes making sure the product is
environmentally manufactured and ethical. H&M as a company feels responsible to
all who have help contribute their success. This results in to be committed to closely
working with their business partners and suppliers that will lead them to accomplish
a long term sustainability and ethical practices throughout manufacturing factories
within H&M and also operations all over business aspects. Some key issues outlined
in H&M code of conduct are Child Labor, Safety, Worker’s Rights and etc. H&M does
not allow child labor anywhere within their company the youngest they allow is 15
which is the legal age of employment. Addressing safety H&M makes sure all the
buildings are safe for all over of their employers’ safety is one of H&M top priorities.
Worker’s rights are equally important within H&M, there shall be no decimation
towards any one the company strongly promotes diversity and equally within the
company. All workers will be treated with the nothing but dignity and respect.
Conclusion
H&M have started to introduce the idea of ethical and sustainable clothing, with
this, it could encourage other companies to start doing the same. This will then start
a new trend of purchasing and making sustainable clothing that will not only help
save our future and help workers in 3rd world countries, but it will also provide
consumers with naturally-made garments that will last a long time. H&M still have a
long way to go with their vision of making their clothes completely sustainable by
2020, however it is a work in progress. The textile industry in general has a long way
to go as well but with H&M’s roadmap they might be able to influence other
companies to participate in their ethical and sustainable movement.
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Works Cited
H&M. n/a. Materials. Retrieved from
http://about.hm.com/en/About/sustainability/hot-topics/more-sustainable-
materials.html#cm-menu
H&M. n/a. Wage. Retrieved from
http://about.hm.com/en/About/sustainability/hot-topics/fair-living-wage.html#cm-menu
H&M. n/a. Water. Retrieved from
http://about.hm.com/en/About/sustainability/hot-topics/water.html#cm-menu
H&M. n/a. Working Conditions in Production Countries. Retrieved from
http://about.hm.com/en/About/sustainability/hot-topics/working-conditions.html#cm-menu
Murray, R. (2013, April 5). H&M launches new 'Conscious' line. Retrieved February 05, 2016,
from http://www.nydailynews.com/life-style/fashion/h-m-launches-new-conscious-line-article-
1.1308620
All photos in the chart are from H&M’s website:
http://www.hm.com/ca
H&M logo URL:
http://4.bp.blogspot.com/-
HIGHhtTT9UE/T8niPxUcAZI/AAAAAAAACws/FXnpoXLCt28/s400/hundm.jpg