As Handm Is Such A Huge Company Marketing Essay

“ Design which addresses all environmental impacts of a merchandise through the complete lifecycle whilst keeping other standards ( such as cost, quality and visual aspect ) ” Tool box for sustainable design instruction [ online ] . ( 2004 ) [ Accessed 8 April 2011 ] . Available from: hypertext transfer protocol: //www.lboro.ac.uk/research/susdesign/LTSN/Blocks/Block 5/Block 5.htm

H & A ; M is a Swedish fast manner, retail-clothing company offering low-cost vesture for work forces, adult females and kids. Although H & A ; M is non the best company to be referred to as being eco and ethical, due to past unfavorable judgments: [ online ] day of the month accessed 1 May 2011 “ On January 6, 2010, it was reported that unsold vesture and other points in one New York City shop are cut up before being discarded, presumptively to forestall resale or usage. ” Dwyer, Jim ( January 6, 2010 ) . “ A Clothing Clearance Where More Than Just the Monetary values Have Been Slashed ” . The New York Times. hypertext transfer protocol: //www.nytimes.com/2010/01/06/nyregion/06about.html? ref=nyregion.

They are get downing to alter by holding some eco certificates, nevertheless it is traveling at a really slow gait. Their latest eco aggregation “ Conscious ” aggregation is an action program for a more sustainable manner hereafter and alternatively of utilizing conventional cotton ; this aggregation uses organic cotton, tencel and recycled polyester.

As H & A ; M is such a immense company and they use a scope of stuffs, it is impossible to turn up precisely where all the natural stuffs come from every bit good as the fact they do non have any

mills that manufacture the merchandises. They work with over 800 providers and are seeking to advance and promote eco and ethical issues in the production of their merchandises. This rating will chiefly concentrate on their eco aggregation merely, as their other garments do non keep any eco certificates.

H & A ; M ‘s eco schemes

LiDS Wheel

The LiDs wheel can be applied to plan schemes and can be used to measure the merchandise development procedure, it is highly utile in the early phases of the merchandise.

The LiDs wheel is a tool that evaluates the environmental impact of the merchandise and has eight possible sustainable design schemes. Typically, LiDS Wheel analyses the public presentation when redesigning a merchandise. However, the LiDs wheel green goodss qualitative consequences ; it does non find the existent environmental impact of the merchandise.

Phase 1: Choice Low-Impact Materials

The beginning of the LiDs wheel focal points on choosing stuffs that have a low impact to the environment. In this instance the natural stuffs that go into production for H & A ; M ‘s eco aggregation. These include organic cotton, wool, tencel, linen, polyester and cellulose xanthate. All of these stuffs will hold some environmental impact such as the usage of chemicals, H2O, energy and unreal fertilizers.

Similarly, to all manner retail merchants the most relied stuff is cotton, and relies on a huge sum of H2O and sometimes pesticides that consist of harmful chemicals. However, H & A ; M are altering the manner they produce their merchandises. One of their schemes consists of advancing organic cotton. “ In 2009, around 8,500 metric tons of organic cotton were produced and it is increasing. H & A ; M has set a set a mark to increase organic cotton usage by at least 50 % every twelvemonth until 2013, based on the old twelvemonth ‘s mark. ”

All of their organic cotton garments will hold a hangtag with the “ Organic Cotton ” label. So that consumers are cognizant what sort of cotton, it is.

In add-on to organic cotton, the “ Conscious ” aggregation provides vesture incorporating other sustainable stuffs and the usage of renewable resources, such as:

Organic linen made from flax fiber that is free from the usage of other risky chemicals and grown without the usage of insect powders. The procedure for fibre readying can be done my machine or by manus as it has been done for old ages. If H & A ; M adopts the manus attack it would ensue in a decrease in energy ingestion that would be used if it was done in the mechanical procedure. However, this would be highly clip consuming and would necessitate a batch of labor that would non be ideal if H & A ; M needs to run into the demands of the market. However, it could be an attack for H & A ; M to follow in the hereafter if they were to advance a more serious eco scheme and travel off from the fast manner path. Water or chemicals can divide the fibers. These chemicals must be neutralised before being released into H2O supplies. The chaffs, foliages, seedpods, etc. are natural organic stuffs and are non risky unless impregnated with much of the chemicals left behind in the retting procedure. [ ONLINE ] Available at: hypertext transfer protocol: //www.enotes.com/how-products-encyclopedia/linen. [ Date accessed 7 May 2011 ]

Recycled cotton is used from the left over wastes used in the production of H & A ; M ‘s vesture. The procedure of recycling cotton is done by cutting up garbages of stuff and spun into new narrations. Before it is spun into new narrations, the cotton would be separated harmonizing to coloring material, which is an advantage because there is no demand to re-dye or use any farther chemicals. It is a better alternate than reaping new harvests and it is a cheaper, environmental and more socially responsible. [ ONLINE ] Available at: hypertext transfer protocol: //www.sound-goods.org/process. [ Date accessed 7 May 2011 ]

Recycled polyester is another stuff that was introduced in H & A ; M ‘s aggregation. The polyester is made from PET-bottles or fabric waste remnant in production. There are a figure of procedures that go into recycling the plastics that would necessitate the usage of energy and H2O from the machinery that will impact the environment. However, it is a better option than utilizing up resources by bring forthing new polyester. Another advantage is assisting to cut down landfill waste & A ; prolong the life rhythm.

Other recycled stuffs used are polyamide and recycled wool that are both made from left over stuffs.

Tencel is a sustainable cloth and is 100 % biodegradable significance it will cut down landfill volumes and will go forth no hint, it has a satiny texture. This stuff is produced with minimized environmental impact. There is merely a twosome of disadvantages with this cloth but merely when it is at it ‘s merchandises used rhythm. It does shrivel when washed for the first clip and it is the most expensive eco cloth. [ ONLINE ] available at: hypertext transfer protocol: //www.the-eco-market.com/tencel-fabric.html. [ Date accessed 7 May 2011 ]

Phase 3: Cleaner fabric production

The following phase of the LiDs wheel that is relevant to H & A ; M is stage 3: Production Techniques and Eco-Manufacturing

H & A ; M has claimed to hold adopted alternate production techniques without holding the demand to utilize risky chemicals in bleaching, dyeing and rinsing cloths utilizing big measures of H2O, energy and chemicals. It is hard to cognize what the dyes contain, since H & A ; M does non by and large buy cloths. Alternatively, they try to promote the dye houses to see environmental considerations in their activities.

It is ill-defined what methods H & A ; M uses for cleaner production as it does non province in their existent patterns. The impact of fabric fabrication consequences in the usage of H2O, chemicals and energy. Pollutes the air and causes waste. However, here are a few suggestions from an academic paper “ Pollution Prevention Studies in the Textile Wet Processing Industry ” that H & A ; M can utilize for a cleaner production.

Dye bath reconstitution and reuse is an at and active procedure due to be decrease,

energy nest eggs and pollution decrease.

Restriction of chemicals

Phase 4 Environmental Considerations in Transportation system

H & A ; M work with their conveyance companies to understate conveyance distances, by uniting air contents with rail contents and by optimizing conveyance to cut down fuel ingestion and addition usage of renewable fuels and cleaner energy solutions. “ In 2009, H & A ; M have reduced the figure of cargos via the theodolite warehouse in Hamburg and alternatively shipped straight to the gross revenues states. Since 2008 there has been a decreased in the volumes shipped by ocean and air via theodolite by 40 % ” .

Avoiding truck and air conveyance whenever possible will cut down in CO2 emanations. Alternatively H & A ; M have been transporting goods by rail from “ theodolite to gross revenues states from 44 % to 60 % , ensuing in a 705 metric tons lessening in the sum of CO2 emitted. ”

However it is hard to do good environmental picks, because there are many factors to see. An point that has been transported a short distance by truck may hold caused more emanations than an point transported over a really long distance by boat. Available [ online ] day of the month accessed 10 April 2011 hypertext transfer protocol: //www.hm.com/us/corporateresponsibility/sustainabilityreporting/__csr_caseStudies.nhtml? page=2 & A ; accordion=10_1 # cut down

Shops and distribution Centres

H & A ; M ‘s packaging demand to be considered for recycling including hangers and consumer bags.

An in deepness LCA was conducted by H & A ; M to find which was the best environmental pick for the consumer bags. A scope of bag stuffs were compared including recycled polythene ( PE ) plastic, virgin and paper, starch-based plastic, oxi-bio plastic and cellulose based PE.

Based on the consequences, H & A ; M considers recycled PE plastic to be the best available option. By utilizing recycled PE, the demand for virgin oil can be reduced and increase the demand for recycled stuff. Recycled PE lone uses 50 % of the energy in production compared to virgin fictile production and can be recycled once more.

[ ONLINE ] Available at: hypertext transfer protocol: //www.hm.com/us/corporateresponsibility/sustainabilityreporting/environment__csr_environment.nhtml? page=5 ] [ Date accessed 10 April 2011 ]

Phase 5: Merchandise Use Phase and Impact

At this phase, it is up to the user to be socially responsible. One of the biggest portions of energy ingestion is due to rinsing, drying, pressing and the disposal of the merchandise. Washing the garment consumes H2O and uses energy. Resulting in waste and chemicals. H & A ; M has produced their vesture so that it does non necessitate to be washed before being worn for the first clip, nevertheless it all depends on the wearer. By rinsing less, it will keep the quality of the vesture and will last thirster.

There are a figure of attacks to cut down the sum of energy and H2O used:

Washing the garments at lower temperatures will salvage energy. A cold wash uses about half as much energy as a warm wash. To do people cognizant of how they should be rinsing their apparels, attention labels by H & A ; M ever province the highest permitted temperatures.

Detergents consist of bleaching agents and phosphates, and have a negative environmental impact when released into nature. To forestall this, “ Green ” detergents can be used as an option, such as “ P & A ; G ‘s eco-friendly detergent Tide Coldwater. ”

H & A ; M recommends utilizing fabric conditioner when rinsing acrylic garments to avoid inactive electricity in the garment. However, it is best to avoid them because of its chemical belongingss.

Avoiding dry cleansing whenever possible as it has a negative impact to nature due to let go ofing dissolvers. H & A ; M has ensured merely a little proportion of garments need to be dry cleaned, in these instances these garments includes inside informations or stuffs that could alter coloring material or go deformed by rinsing at place. As an alternate to dry cleansing, there is a greener method. This consists of utilizing lone H2O and C dioxide reclaimed from the industry. The advantage of this type of dry cleansing does non let go of chemicals.

Leaving your rinsing to dry of course is a better alternate than tumble-drying as it uses a batch of energy. The drying clip can be reduced by choosing a rhythm on the rinsing machine to do certain that apparels are less damp.

[ ONLINE ] Available at: hypertext transfer protocol: //www.hm.com/us/corporateresponsibility/sustainabilityreporting/abouthmcom/customerservice/careforyourclothes__washcarecs.nhtml. [ Date accessed 10 April 2011 ]

Energy ingestion during the life-time of a Jersey from rinsing, tumble drying and ironing

hypertext transfer protocol: //www.hm.com/us/110132/1207834428/washcare_piecharts_gb.img

Energy distribution during the life-time of a cotton T-shirt. The “ usage ” stage covers: lavation 25 times at 60A° , with tumble drying and ironing. ( Beginning: “ Well dressed? ” By: University of Cambridge Institute for Manufacturing )

Phase 6 From the First Life to the Second

In this phase, the LiDs Wheel purposes to lengthen the first life so that a merchandise does non hold to be replaced as frequently. Ways that H & A ; M could lengthen the life of the garment is to see exchangeable vesture that will let wearers to have on it in more than one manner. High street shops, particularly American Apparel have already started making this, “ Le Sac Dress ” that can be twisted, wrapped and tied into seven different manners and is low-cost at ?34. [ ONLINE ] Available at: hypertext transfer protocol: //store.americanapparel.co.uk/rsa0300.html? & A ; utm_source=onlinestore & A ; utm_medium=search & A ; utm_campaign=search. [ Date accessed 08 May 2011 ] The benefit of holding exchangeable vesture is that it is various and can be worn to accommodate whatever juncture, from twenty-four hours to dark that will hopefully ensue in people purchasing less. In add-on, it will let your closet to hold more infinite.

Other suggestions is to do a timeless design that will non travel out of manner or by maintaining it basic that is non followed by tendencies, as vesture by tendencies do be given to hold a really short life.

Phase 7: End of Life

The concluding phase of the LiDs wheel efforts to suit merchandises into the thought of cradle to cradle design, so that the object can be continuously utile without damaging the environment, and to guarantee continuance of available resources for future coevalss.

In this instance, H & A ; M ‘s apparels can be recycled or reclaimed, to be made into another usage. Using the image of the vesture below, there are some possibilities of what these garments can be turned into after the disposal of the merchandise.

Tencel Shorts from the Conscious Collection

Organic cotton adventitia

[ ONLINE ] Available at: hypertext transfer protocol: //www.hmconsciouscollection.com/content/pdf/Pricelists/Pricelist_uk.pdf. [ Date Accessed: 08 May 2011 ]

If the adventitia is beyond fix, the cotton fibers can be recycled by interrupting down the fibers to shorter fibers and whirl into new narrations and cloth. However, by recycling the cotton, it produces lower quality narrations and the fiber becomes weak. The thought of recycling cotton into narrations is still a new construct and research is still ongoing to beef up the quality of the fibers but it is still a good suggestion as it ensures the fiber to be kept out of landfill and be used in other fabrics. [ ONLINE ] Available at: hypertext transfer protocol: //coralrose.typepad.com/my_weblog/2008/07/polyester-vs-co.html. [ Date accessed 08 May 2011 ] The recycled cotton can be made into bags or other narrations that can be made into other garments.

They can be given a 2nd life by giving them off to relations or friends or by donating them to a charity store. The vesture can be updated by giving them off to such companies such as “ Junky Styling ” who have a originative genius to make new outfits from these and so to be sold in their shop.

The Tencel trunkss can be recycled back into fiber and refashion into other garments or fabric merchandises. It takes merely eight yearss for Tencel to wholly degrade in waste intervention workss, go forthing no hint.

Fasteners that may hold been attached onto these vesture can be removed before being made into other narrations or garments. Buttons and nothings can easy be reused and applied onto other vesture by people in the design industry.

By researching other manner retail merchants, American Apparel in peculiar because they have one of the best patterns when it comes to sustainability, can give thoughts of what H & A ; M can make to better their schemes. As stated before, H & A ; M does non have any mills in footings of cloth fabrication, production and dye houses. But they can promote and put in their providers and makers to put in solar panels on the roofs of their mills similar to “ American Apparel, “ This system generates 150 kW of clean, renewable power, lending up to 15 % of our energy demands ” [ ONLINE ] Available at: hypertext transfer protocol: //americanapparel.net/verticalintegration/sustainability.html. [ Date Accessed 08 May 2011 ]

Other manner retail merchants such as Gap and Timberland have already installed solar panels as their beginning of energy. It would be a good chance as H & A ; M ‘s production takes topographic point in India, China and other parts of Asia where there would be a batch of Sun.

When packaging or supplies are no longer used such as composition board tubings or paper, they could donate to schools or for pupils in art plans.

Sustainability can take many signifiers in manner retail ; it is hard to cognize what the current best patterns are in manner retail as different companies have tried different attacks. When seeking to happen the best pattern for manner retail, a web site that included some instance surveies carried out by companies appeared on a database: hypertext transfer protocol: //www.greeningretail.ca/best/ .

By accessing the database and looking at what other companies have done, there are some paths H & A ; M could travel down to guarantee best pattern. H & A ; M could put exchanging to renewable energy to power its shops likewise to Marks & A ; Herbert spencers who have already adopted this attack. The power comes from Npower ‘s large-scale air current and hydropower undertakings that “ will cut down our C emanations by 24,000 metric tons a twelvemonth. ” [ ONLINE ] Available at: hypertext transfer protocol: //www.greeningretail.ca/search/casestudy.dot? id=52473. [ Date accessed 08 May 2011 ]

Although this might non be one of the best patterns, most manner retail merchants are heading down the path of updating and establishing high-tech eco-factories in Sri-Lanka such as Marks & A ; Spencers and GAP. “ Since the transition, the “ Green Plant ” has been able to cut down the company ‘s C footmark by 77 % — from 2,076 metric dozenss to 484 metric dozenss. ” Online ] Available at: hypertext transfer protocol: //www.greeningretail.ca/search/casestudy.dot? id=52489. [ Date accessed 08 April 2011 ]

The benefits of establishing an eco-factory is cut downing its C footmark but non merely that, M & A ; S CEO, Sir Stuart Rose says, “ since its redevelopment, it has besides reduced its energy use, uses less H2O and no longer sends waste to landfill. It will besides go on to bring forth great quality vesture. “ [ Online ] Available at: hypertext transfer protocol: //www.greeningretail.ca/search/casestudy.dot? id=52489. [ Date accessed 08 April 2011 ] It appears this scheme may be one of the best patterns for manner retail, in which H & A ; M could follow if they do make up one’s mind to put in some mills of their ain. However, for the clip being, they could promote and work closely with their providers to make a stronger relationship and invest.

Harmonizing to new wave Hemel and Cramer, Barriers and stimulations for eco design in SMEs, the preferable solutions in eco design are those eco design rules suggested most often but is it the most successful? In this paper it suggested an eco design option was merely regarded as successful if it was ‘prioritised ‘ by the company concerned, connoting its realization within a period of 3 old ages. In this instance ‘Recycling of stuffs ‘ was really often suggested and frequently prioritised every bit good. “ This rule proves to be without uncertainty the most successful 1. ”

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