Sustainability has become a way for a brand to differentiate itself. Zara plans to make greater efforts to become fully sustainable. This means transitioning to 100 per cent sustainable fabrics by 2025. Around 80 per cent of the energy consumed in Zara’s headquarters, factories and stores will come from renewable sources. Zara is bent on eliminating landfill waste. By 2023, Zara’s wood-pulp-derived viscose will not come from endangered forests.
Zara produces an average of 500 new designs a week and 20,000 designs each year. Zara is pushing into new markets right now, expanding into India and expanding its online presence globally. Among all of Zara’s announcements — from reducing landfill waste to using renewable energy — the switch to lower impact materials and removing hazardous chemicals from the supply chain is the most significant shift, by far.
Fast fashion is a business model built around disposable consumption and limitless growth. The bulk of fashion’s environmental impact happens in the manufacturing phase, in making new textiles and materials that become clothing and shoes. Zara is responding to consumers’ growing concern about sustainability and social issues. Consumers are more informed than ever about what’s going on in the world, and they don’t want to feel like they’re harming the planet when they buy fashion.