Theoretical Research on The Sustainable Transformation of Fast Fashion Business Models

Abstract

As global environmental problems grow and consumers' environmental awareness increases, the fast fashion industry is also under great pressure for sustainable development. This paper explores the sustainable transformation of fast fashion business models from the perspectives of sustainable development theory, business model innovation theory, and stakeholder theory. The traditional fast fashion business model is characterized by being "fast, cheap, and abundant", launching new clothing styles in a short time and selling them to consumers at lower prices to make a lot of profits, but this approach causes a lot of problems such as resource waste, environmental pollution, and damage to the rights and interests of workers. By analyzing the transformation cases of typical fast fashion enterprises such as Zara, H&M, and Uniqlo, this paper proposes a theoretical framework for the sustainable transformation of fast fashion, namely "green supply chain reconstruction, circular economy model innovation, digital technology empowerment, and consumer education guidance". The study suggests that for fast fashion companies to achieve sustainable development, they must shift from the original linear model of "acquisition - manufacture - discard" to a circular model of "design - production - use - recycling", improve production methods while using sustainable materials, establish recycling systems, and develop new business forms such as leasing and sharing to achieve a win-win situation for economic and social benefits. The findings of this study provide a theoretical basis for how fast fashion enterprises can achieve sustainable development, have a certain reference value for how relevant government departments and industry associations can introduce relevant policies and standards, and also contribute to promoting the green development of the entire fashion industry.