The fashion industry is facing an unprecedented crisis, marked by profit warnings, storied brands like H&M experiencing significant losses, and an array of popular outlets like Victoria’s Secret and Gap closing numerous stores. As the model of overproduction continues to falter, the pressing question arises: Can the industry pivot towards a more sustainable and efficient model to address both its economic and environmental woes?
The industry’s sustainability crisis exacerbates these challenges, with the fashion sector accounting for roughly 10% of global greenhouse gas emissions. The traditional model of mass production based on anticipated demand results in significant waste, contributing to the 92 million tonnes of waste generated annually. Moreover, the human cost of the industry’s practices, such as the dire working conditions and low wages for workers, cannot be overlooked.
One promising solution to these critical issues is on-demand manufacturing—a model wherein goods are only produced to meet actual demand. This approach stands in stark contrast to the conventional method of overproduction and could significantly mitigate waste and inventory issues.
Brands like Nike and Adidas have experimented with on-demand manufacturing, offering customized products for a limited time. However, their experiences highlighted challenges such as consumers’ unwillingness to pay more or wait longer for personalized items. Despite these hurdles, brands like Alohas and Asphalte have found success with on-demand models by focusing on small series production, opting for manufacturing locations closer to their consumer base, and leveraging early customer feedback to inform future designs.
These innovators’ success stories demonstrate the potential of on-demand manufacturing to provide a path forward for the fashion industry. Unlike large-scale personalization, which faces significant infrastructural and consumer mindset barriers, small batch production aligns more closely with existing supply chain capabilities and consumer expectations.
Furthermore, the integration of technologies like additive manufacturing, or 3D printing, offers new opportunities for reducing waste and improving efficiency. This technology allows for the production of garments in single pieces, directly from digital designs, reducing fabric waste and speeding up the production process.
To truly revolutionize the fashion industry, a dual approach targeting both the supply and demand sides is essential. Innovation in production processes and technologies must be matched with efforts to educate consumers about the true costs of fashion. This includes fostering an appreciation for the craftsmanship and quality of garments, rather than the fleeting allure of fast fashion trends.
Legislation plays a vital role in supporting this transition. Initiatives like France’s Anti-waste circular economy law, Germany’s Supply Chain Law, and Sweden’s Extended producer responsibility are critical steps in promoting sustainable practices within the industry. However, achieving a profound shift in both consumer behavior and industry standards will require sustained effort and collaboration across stakeholders.
While the immediate widespread adoption of on-demand production may not be feasible, the examples of brands successfully implementing this model offer hope. The fashion industry’s journey towards sustainability and efficiency is undoubtedly challenging, but with innovative approaches and commitment to change, a more sustainable and responsible fashion future is attainable.
