H&M – Can the Fast Fashion Giant Transition into Green Future?
| Case Code: BECG184 Case Length: 13 Pages Period: 2009-2022 Pub Date: 2024 Teaching Note: Available |
Price: Rs.400 Organization: H & M Hennes & Mauritz AB Industry: Retailing Countries: Sweden Themes: Corporate Responsibility, Business EthicsSustainability,Environmental Sustainability |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Sustainability as a Core Value
In 2009, Persson, grandson of the founder, became the CEO. He was particularly concerned about the environmental impact the company was having. He decided to make H&M climate positive by 2040 and to switch to sustainable fabrics by 2030...
Fashion Industry Waste
Earlier, the fashion industry introduced new clothing collections during two seasons – spring/summer and autumn/winter. But by the turn of the century, fast fashion retailers had come up with a business model where a new collection was introduced every week, making it 52 micro seasons every year..
H&M’S Initiatives
H&M wanted to tackle the problem of clothing waste from two sides. On the one hand, it tried to increase the use of sustainable materials in making the products; on the other, and it attempted to stop the clothes from reaching..
Is H&M Doing Enough?
While H&M was involved in several programs as a part of its CSR activities to use sustainable materials and advocated safe disposal of garments, observers said that its activities were undermined by greenwashing..
Looking Ahead
Ultimately, the onus of recycling garments lay with the customers too. Whether customers were ready to go through the effort of recycling old clothes or could be convinced to replace them less often was still a question..
Exhibits
Exhibit I: H&M – Code of Conduct
Exhibit II: UN Sustainable Development Goals
Exhibit III: Circular Economy
Exhibit IV: H&M’s Competitors
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