CSR Activities of Fast Fashion Brands: A Move Toward Sustainability

Currently, popular fast fashion brands are highly associated with capturing the market with their exclusive and fashionable product designs that abide by the latest trends and their unique short-duration production and distribution lead times. The various fast fashion brands are ruling the market by producing a large scale of fashion clothes and products for the current trend which attracts a large scale of people in the society. In producing fast fashion goods, they not only serve the people’s needs but also end up deteriorating the environment. However, these features pose various sustainability challenges. From manufacturing a product till it gets disposed of, various factors affect the world in terms of sustainability. On looking into the corporate social responsibility (CSR) practices carried out by the brands, it is found that they try their best to neutralize the impact. Recently, several fast fashion brands have adopted many ethical measures to mitigate the societal and environmental damages caused by them. However, it is significant that these brands take immense interest in creating sustainable apparel and textile products with an apparent increase in awareness about sustainable practices among consumers. Even though maintaining CSR practices and sustainability doesn’t allow the brands to completely take care of its environmental and societal impacts, it does have many benefits such as improving the quality of life of the workforce, their families as well as the local community, and the society at large. There are various CSR activities carried out by these brands. This chapter will discuss in detail various fast fashion brand’s CSR activities and their efforts for the welfare of their workforce, society, environment, and the world. The chapter will deal in detail with how these brands’ CSR activities alleviate the concerns of the public about them.