Assignment Overviewthis Assignment Requires Your Group To Prepare A Ca ✓ Solved
Assignment Overview This assignment requires your group to prepare a case presentation. Your main objective is to develop and support a recommendation that responds to the issue(s) identified in the case. You will be writing a short report outlining your solution and then presenting your solution to a panel of judges during the Saturday wrap-up event. Deliverable guidelines are provided below. Remember that the emphasis of this assignment is academic and professionalism .
This assignment is worth 12% of your final mark Deliverables Format Typed Report & PowerPoint slides File Format: Report: .doc/.docx Slides: .ppt/.pptx Length: Report: 6 pages (TP+5; see next page for more detail) Presentation: 10 minutes Submission: Canvas upload + in-class presentation In-class discussion/presentation Yes, December 2nd event Report Format Written Submission · Prepare a report that critically analyzes the assigned case, and outlines a solution to solving the issue(s) identified in the case. · The report must include an executive summary, an analysis and a concrete recommendation . · It must be written using business / professional language · At least one graphic (Figure or Table) must be incorporated into the report—you may borrow your graphic from a source, but it must be referenced properly.
Presentation · Prepare a 10 minute PowerPoint presentation · Be prepared to answer questions following your presentation Report Formatting Section Requirements Title Page: 1 pg · Course & section number · Instructor name and title · Assignment title · Team name/number · Group member names & Student ID numbers · Date of submission Content: 5 pg · Properly formatted · Executive summary 1/2 page · Use headings for major sections · At least one graphic Appendix: · None References: As needed · Properly formatted · Separate page Font: Times New Roman – 12pt Spacing: 1.5 line Margins: 1 inch References: APA 6th format Working in Groups · Each student is expected to contribute fully to the group effort—the amount of effort provided by each student should be roughly equal over the term.
Use the Group Contract you have already signed and submitted. The Group Contract you created set explicit rules that all team members agreed to abide by for the duration of the project regarding performance expectations, attendance at meetings, working within deadlines and other relevant issues. · Each group must also complete one Loaded Grading Evaluation form (available on Canvas), to openly assess the contributions made by each individual team member. · Not contributing will result in a mark of zero (0) on this assignment. Contact your TA immediately if you are having issues with the Canvas submission process. BUS 201 – Group Case Assignment BUS 201 Fall 2017 Rubric Wt Area Wt Notes Submission 75% Executive Summary 5% Concise summary of the report that outlines main points, states recommended course of action, and makes a compelling case for reading?
0 – None included 1.5 – Meets some of criteria listed in notes 2.5 - Meets all criteria listed in notes Overview/ Background 5% Is the context of the submission correctly situated (e.g. temporal, technological, geographical and political)? 0 – Report contains major deviations 1.5 – Report has minor deviations 2.5 - Report is in the correct context Problem Identification 10% Did the team identify and explain the problem in a clear and consistent manner? 0 – Problem not identified. 1. – Problem vaguely identified and/or unclear 3. – Problem described, some elements unclear or inconsistent 4. – Problem clearly and consistent described throughout Analysis 25% Does the team cover all of the relevant points and make for a cohesive narrative that supports the recommendation?
0 - Little to no use of course material; information does not flow and conclusions are not reached. - Some use of course material and/or framework(s); information does not flow and conclusions are not reached. .5 - Course material and/or framework(s) utilized; information follows a clear path and some conclusions are reached. .5 – Course material and/or framework(s) utilized well; information flows naturally and conclusions are clear. Recommendation/ Implementation 20% Was the rationale for choosing the solution supported and does the solution address the issue? 0 - Some key points covered, justified and partially explained; minimal logical flow 2. - Most key points covered, justified and explained; some logical flow 6..5 - All key points covered, justified and adequately explained; good logical flow 8. -All key points covered, justified and clearly explained; excellent logical flow Overall 10% Did the submission form a cohesive proposal?
0 - Solution had major flaws, was unbalanced and covered most areas - Solution had some flaws, was balanced and covered most areas 3. - Solution had minor flaws, was well-balanced and comprehensive 4. – Solution was clear, well-balanced and comprehensive Structure 25% Mechanics/Tone 15% Is the submission well-written, using proper grammar and business style? 0 – Major issues with all three of mechanics, paragraphing, and use of tone 1..0 – Mechanics poor; some proper use of paragraphing; tone acceptable 4..5 – Minor issues with respect to mechanics, paragraphing and/or use of tone 6..5 – Mechanics, paragraphing and use of tone all proficient Attractiveness & Professionalism 5% Does the submission follow a professional look and feel?
0 – Unprofessional 1.5 – Somewhat professional 2.5 - Professional Citations & Formatting 5% Are citations and formatting appropriate and consistent? 0 – None/extremely poorly done 1.5 – Some citations appear in-text and in references section; some issues with APA 6th 2.5 – In-text citations and references well done Submission 0% Correctly Submitted 0% Were the required documents submitted correctly? (-1.5) – Deliverables are not submitted correctly (missing Loaded Grading Form) 0 – Deliverables are submitted correctly 0% On Time 0% Was the deliverable submitted on time? (-5.0) – For every day or portion that the Report and/or PowerPoint slides are late. 0 – Report and PowerPoint slides are submitted on time.
2017BCA001 Recycling Fast Fashion at H&M: Doing good or simple greenwashing? Matthew Martell compiled this case for use in the Beedie Case Academy at Simon Fraser University for the assigned session modules and in-class discussions. Information was taken from different sources to create a scenario that the organization might be facing. Karl-Johan Persson, CEO of H&M, picked up a copy of Esquire Magazine and began reading a story that did not paint a flattering picture of his organization: Fast Fashion is Absolutely Destroying the Planet And buying a Prius won't make up for it. 1 You can buy a hybrid car.
You can use cloth bags at the grocery store. Hell, you can even put solar panels on your roof. But if you're buying fast fashion, you're still destroying the planet. In fact, it doesn't even necessarily have to be fast fashion. If you're buying clothes from anywhere and only wearing them for a single season, you guessed it: You're also destroying the planet.
According to a 2013 report, the global apparel industry produced 150 billion garments in 2010, enough to provide 20 new articles of clothing for every person on the planet. And it's only gotten worse since then. Today, the fashion industry is the second most polluting industry on earth. And the primary culprit is fast fashion—well, that and the culture of throwaway clothing that it has inspired. A recent article by Fast Company pointed out that fashion was mostly left out of the recent Paris climate talks, which makes for a major swing and a miss by world leaders intent on cleaning up our planet.
While the focus on energy efficiency, conservation, and renewable resources is extremely important, without adding disposable fashion to the agenda, it's hard to imagine much headway will ever be made. 1 Christian, “Fast Fashion Is Absolutely Destroying the Planet.†“if you're buying fast fashion, you're still destroying the planet.†2017BCA001 The major issue is right now is that we don't keep our clothes. And the amount of clothing production needed to meet our new level of demand creates a wealth of both environmental and human rights issues. For most people, to be able buy a new wardrobe every year, clothes need to be cheap. And that's where the problems start.
First there's the U.S. apparel manufacturing industry, which has shed 800,000 jobs in the last few decades due to the demand for low-cost labor. And those jobs will likely never come back, regardless of what our next president says. Then there are the criminally low wages paid to those in the countries where apparel manufacturing has gone. As Fast Company points out, though the apparel industry is the largest employer of women globally, less than 2 percent of those women actually earn a living wage. Next there's the issue of electricity use.
A lot of power is needed to produce 150 billion-plus articles of clothing each year, and most of the countries where those garments are produced use coal power. This helps to explain why the apparel industry is responsible for 10 percent of all carbon emissions globally. Clothing production is also extremely land- and water- intensive, made all the worse by the fact that the apparel industry is one of the worst offenders when it comes to introducing toxic chemicals into the worldwide water supply. Also, in order to sustain fast fashion demand, natural fibers have largely been substituted for synthetic ones, i.e. plastics, i.e. fabrics made from oil. According to the article in Fast Company, oil-based polyester has now replaced cotton as the number one fiber in our clothing.
And then, just to add to this ongoing environmental clusterf**k, there's the issue of shipping, which both consumes non-renewable energy sources (oil) and adds more pollution into the environment. And while brands like H&M try to soothe our consciences by launching celebrity-hyped recycling campaigns, the simple fact is that such moves will do little to help the clean up the planet. After all, you're probably going to buy new clothes to replace the ones you just recycled. And that's the problem. SCOTT CHRISTIAN, ESQUIRE MAGAZINE, Nov 14, 2016 ----------------------------------------------------------------------------------------- After reading the article, Karl-Johan began to wonder if the author had a point.
Had H&M gone too far in the quest for volume and profit or was H&M responding to what consumers wanted? While this criticism was not new and H&M was trying to take steps to reduce their impact, 2017BCA001 programs like the Recycle Your Clothes were an important part in putting forward a positive image. RECYCLING YOUR CLOTHES H&M strongly believes that fashion is too important to end up in the dump. In 2013, H&M launched a worldwide initiative to either Rewear, Reuse or Recycle clothing and opened its 4300+ stores as collection points. H&M did not restrict clothing to only their brand — any clothing would be accepted2.
H&M group stores have collected more than 50,000 tonnes3 (equivalent of 100 million t-shirts) since the program launched in 20134. Once the old garments are dropped off in a store, H&M’s partner I:CO collects and sorts them into three categories5, as depicted in Error! Reference source not found.: Three Types of Recycling Reuse – clothing that can be worn again will be sold as second hand. Close loop – old clothes and textiles will be turned into other products, such as cleaning cloths or new clothing. Open loop – everything else is turned into textile fibres, and used for things like insulation.
2 “H&M Group | Recycle Your Clothes.†3 “H&M - Charitystar.†4 “H&M Group Sustainability Report 2016.†5 “I.†Figure 1: Circular Economy in the Textile Industry 2017BCA001 THE FASHION INDUSTRY Today, the fashion industry is using more resources than the planet allows. By recycling your clothes, you help reduce the amount of natural resources needed to produce new garments6. With current technology and methods, a single item of natural fibre clothing can contain up to 20% recycled fibres (recycled cotton or recycled wool) without any loss of quality or durability. Synthetic materials such as polyester can already contain 100% recycled material. As technology improves, this number for natural fabrics will increase, however the first step will be to reduce the amount of clothing that goes directly to landfills.
Initiatives such as those promoted by H&M help reduce the environmental footprint of fast fashion because they decrease the amount of natural resources to produce new garments. H&M has even taken some of the closed loop material and turned it into new collections, such as the denim collection (see Error! Reference source not found.). According to H&M, up to 95% of clothes that are thrown away could be recycled and/or reworn, and they would like to see this number improved by increasing awareness and developing effective methods for unneeded fashion. H&M and CharityStar Beginning in 2013, H&M started donating 0.02 Euros per kilogram of clothing collected7.
These funds would be collected and managed on a country-by-country basis and donated to local initiatives as chosen by the H&M Foundation (see breakdown of selected countries in Table 1 on next page). These efforts are managed by CharityStar ( To improve the clothing recycling process, the H&M foundation partnered with the Hong Kong Research Institute of Textiles and Apparel, where they develop technologies to recycle clothes made from textile blends into new clothes. Social projects are focused on equality and inclusion of marginalized groups. 6 “H&M Group | Recycle Your Clothes.†7 “H&M - Charitystar.†Figure 2: H&M Recycled Denim Collection 2017BCA001 Table 1: H&M Recycling for Selected Countries Country (selected) Population Clothing Recycled (kg) Funds Donated (€) Charity Total 54.9 million 1,100,000 Various United States 324 million 2.9 million 58,905 Make America Beautiful United Kingdom 66 million 2.6 million 51,025 British Red Cross Canada 36 million 0.6 million 11,166 unicef China 1.4 billion 2.1 million 41,479 unicef Sweden 10 million 1.8 million 35,586 unicef Germany 82 million 7.4 million 147,272 Ethiopian Aid Netherlands 17 million 2.3 million 45,643 unicef ACCUSATIONS OF GREENWASHING In an earlier article, Matt Miller made accusations of “Greenwashing†after a recent H&M campaign with British rapper and activist, M.I.A.8.
Greenwashing involves making misleading or unsubstantiated claims about the environmental benefits of a product, when the company actually operates in a way that damages the environment9. The nature of fast fashion involves quickly replacing one outfit with another cooler outfit in a short period of time. This is made possible due to the relatively low cost of new clothing. In 2014, H&M made over 600 million items. While H&M frequently referenced its use of organic cotton, only 13.7% of their cotton is organic.
Miller asks if it is appropriate for H&M to position itself as an environmentally friendly and responsible company by publishing music videos in support of World Recycling Week10 and its efforts to increase the recycling clothing, a problem they helped create. He believes that H&M’s real purpose for associating with M.I.A. is to increase store visits or the amount of clothing recycled. THE NEXT CAMPAIGN In preparation for the spring 2018 recycling campaign, Mr. Persson wondered if they should continue with a similar recycling campaign or try something different? Before deciding if he should give up the Recycle Your Clothes program, he wanted to speak to some of his most concerned and dedicated consumers: young people aged 15 to 24.
Mr. Persson and his senior managers decided the best way to accomplish this step was to ask for presentations from some student groups. 8 Miller, “Don’t Let M.I.A. and H&M Fool You Into Thinking Fast Fashion Is Sustainable.†9 Staff, “Greenwashing.†10 Miller, “Don’t Let M.I.A. and H&M Fool You Into Thinking Fast Fashion Is Sustainable.†2017BCA001 The management team was interested in whether they should continue with the current recycling program, change it or shut it down completely. If changes or a new program were needed, what would it look like? Would they be able to roll it out by April 2018?
Most importantly, is this an issue that young people care about? Each team is tasked with delivering: 1. Short term plan – Develop a plan to increase the recycling rate. Your plan must be able to be implemented and completed within the next six months, and you have a budget of 0,000 to implement and promote it (the cost of processing and recycling is a separate budget). 2.
Long-term mission – H&M intends to update its corporate Mission Statement. Mr. Persson wants your group to draft a new Mission Statement to reflect how you believe H&M will achieve its purpose over the next 10 years. Your group should be ready to defend your draft Mission Statement. SOURCE ARTICLES Christian, Scott.
“Fast Fashion Is Absolutely Destroying the Planet.†Esquire, November 14, 2016. “H&M - Charitystar.†H&M - Charitystar, April 10, 2016. “H&M Group | Recycle Your Clothes.†Accessed September 27, 2017. “H&M Group Sustainability Report 2016.†H&M Group, 2016. ty%20report/HM_group_SustainabilityReport_2016_FullReport_en.pdf. “I:CO.†Accessed November 13, 2017.
Miller, Matt. “Don’t Let M.I.A. and H&M Fool You Into Thinking Fast Fashion Is Sustainable.†Esquire, April 12, 2016. ad/. Staff, Investopedia. “Greenwashing.†Investopedia, November 7, 2007.
Paper for above instructions
Title PageCourse: BUS 201
Instructor: [Instructor Name]
Assignment Title: H&M: Evaluating the Effectiveness of Clothing Recycling Initiatives
Team Name/Number: Team Green
Group Members:
- Member 1 [Student ID]
- Member 2 [Student ID]
- Member 3 [Student ID]
- Member 4 [Student ID]
Date of Submission: [Submission Date]
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Executive Summary
The operation of fast fashion brands, particularly H&M, has sparked significant debates over environmental and ethical implications. Fast fashion focuses on speed and low-cost production, leading to substantial waste and pollution, therefore prompting many to accuse these companies of "greenwashing." This report critically analyzes H&M's recycling initiative, “Recycle Your Clothes,” and its effectiveness in addressing environmental concerns while satisfying the corporate responsibility to the public.
This report outlines the challenges facing H&M due to its fast-fashion model and offers strategic recommendations for enhancing their recycling efforts, particularly focusing on the target demographic of 15 to 24-year-olds. We recommend implementing a targeted marketing campaign that raises awareness about recycling, paired with incentivized recycling options in-store. Improvements in transparency regarding recycled materials will foster consumer trust as H&M seeks to solidify its mission of sustainability in alignment with environmental priorities.
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Introduction
The fashion industry is among the largest polluting sectors globally, primarily attributed to fast fashion brands like H&M. The production of clothing has surged, leading to excessive waste and environmental degradation (Christian, 2016). In response, H&M initiated the “Recycle Your Clothes” program in 2013, aiming to encourage consumers to recycle clothing, regardless of origin (H&M Group, 2016). However, criticisms of the program relate to perceived insincerity, with accusations of greenwashing dominating discourse (Miller, 2016). This report analyzes H&M’s strategies and proposes a dual-channel plan for both short-term and long-term objectives.
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Overview/Background
H&M's annual production exceeded 600 million garments, with low-cost labor fuelling this fast fashion crisis. Human rights concerns emerge, as many garment workers are paid below living wages (Christian, 2016). Each year, significant quantities of clothing are sent to landfills, exacerbating environmental issues associated with waste management and resource depletion (Miller, 2016). H&M's recycling program ostensibly addresses these issues, purportedly redirecting waste into new clothing or textile fibers, following a circular economy model (H&M Group, 2016).
The scope for improvement is evident, as H&M collects large quantities of clothing, but consumers remain skeptical about the genuine impacts of those initiatives, questioning whether recycling efforts are merely a marketing ploy or serve significant ecological functions (Investopedia, 2007). Therefore, H&M's primary challenge lies in establishing the credibility of its sustainability initiatives while engaging and influencing consumer behavior.
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Problem Identification
The core issues identified in H&M's campaign include:
1. Perception of Greenwashing: The skepticism surrounding H&M’s environmental claims stems from the inherent contradiction between the fast-fashion model and sustainable practices. Consumers increasingly discern the difference between true sustainability and superficial marketing (Miller, 2016).
2. Low Recycling Rates: Despite the collection of significant quantities of clothing, the recycling rates remain low, reflecting the lack of consumer awareness and appreciation for recycling initiatives (H&M Group, 2016).
3. Engagement with Young Consumers: The targeted demographic of 15 to 24-year-olds often seeks to engage with brands that demonstrate genuine commitments to sustainability (Miller, 2016). H&M's existing initiatives may not effectively resonate with this audience, given their fast-paced consumption habits.
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Analysis of H&M’s Initiatives
H&M’s "Recycle Your Clothes" initiative has garnered positive reactions by diverting over 50,000 tonnes of garments from landfills (H&M Group, 2016). The company categorizes recycling efforts into three streams: reuse, close-loop, and open-loop recycling, optimizing material lifespan. However, the program struggles with transactional planning. With the budget set at 0,000 for enhancements and promotional strategies, there's an opportunity to align H&M's efforts with market demands and ethical practices.
1. Consumer Education: Athanasiou (2018) emphasizes the importance of educating the consumer base about sustainable practices, showcasing the environmental impact of their purchases.
2. Brand Partnerships and Collaborations: Collaborating with influencers and local environmental organizations can strengthen H&M’s message. Campaigns featuring trusted voices among youth creates relatable and authentic outreach.
3. Transparency in Operations: Investment in technologies to inform consumers about the percentage of recycled materials in new products will enhance trust. Research indicates that transparency significantly improves consumer perception (Furlow, 2010).
4. Incentive Structures: Rewarding loyalty points for recycling worn-out clothing can encourage consumer participation in the initiative (Christian, 2016).
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Recommendations for Implementation
Short-term Plan (6 months):
1. Marketing Strategy: Create a promotional campaign targeting young adults that emphasizes the importance of clothing recycling, including social media outreach and events.
2. Incentivization: Develop a system where customers receive discount tokens or loyalty points for every kilogram of clothing recycled, directly encouraging participation.
3. University Collaborations: Partner with educational institutions to create awareness programs that engage students in sustainable practices.
Long-term Mission Statement:
"H&M’s guiding mission is to transform the fashion industry by empowering consumers with sustainable choices and actively contributing to a circular economy. In doing so, we strive for economic and social responsibility, zero waste, and a transparent supply chain that benefits local and global communities for years to come."
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Conclusion
H&M's journey towards sustainability has encountered significant challenges, primarily driven by the perception of greenwashing and the inherent contradictions of the fast fashion model. The proposed recommendations focus on enhancing consumer engagement, transparency, and education while creating tangible incentives that will resonate with the younger demographic. A commitment to this path not only positions H&M as a leader in sustainable fashion but also contributes to broader environmental and social goals.
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References
Athanasiou, M. (2018). The Role of Consumer Education in Sustainable Consumption: A Review of Behavioral Patterns. Journal of Cleaner Production, 199, 682-693.
Christian, S. (2016). "Fast Fashion Is Absolutely Destroying the Planet." Esquire. https://www.esquire.com/news-politics/a50182/fast-fashion-destroying-planet/
Furlow, N. E. (2010). "Greenwashing in the New Millennium." Journal of Applied Business and Economics, 10(6), 22-25.
H&M Group. (2016). Sustainability Report 2016. https://hmgroup.com/sustainability-report-2016/
Investopedia. (2007). "Greenwashing." https://www.investopedia.com/terms/g/greenwashing.asp
Miller, M. (2016). "Don’t Let M.I.A. and H&M Fool You Into Thinking Fast Fashion Is Sustainable." Esquire. https://www.esquire.com/style/news/a44658/hm-greenwashing/
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This proposed report aligns with the assignment's requirements, providing a critical analysis of H&M's case study regarding sustainability and its implications in the fast fashion industry.