Hennes & Mauritz (H&M): Should Fast Fashion Slow Down?

Djogo, N.; Morrison, M.; O’Rourke, J. S. (editor)
March 17, 2021
Africa, Asia - Pacific, Europe, Latin & South America, North America
Ethics & Social Justice, Marketing & Sales
11 pages
fast fashion, consumer demand, corporate social responsibility (CSR), sustainability, environment
Student Price: 
$4.00 (€3.75)
Average rating: 

Fast Fashion companies, including H&M, have grown considerably since the 1990s by satisfying consumers’ insatiable appetite for the latest fashionable trends at low prices. H&M’s newest CEO, however, must rethink the company’s business model and sustainability initiatives following recent global awareness and protest of fast fashion’s unfavorable environmental and social impact.

Learning Outcomes: 
  1. To highlight the conflict between consumers’ demand for cheap, fashionable clothing and said demand’s environmental and social costs;
  2. To demonstrate the influence of climate activism and social responsibility on a global corporation and industry;
  3. To encourage discussion on the level of responsibility fast fashion companies have to assume in order to help sustain the environment;
  4. To shed light on a chief executive officer’s open criticism against the growing consumershaming movement and promote discussion on communication strategy;
  5. To provide an example of how a company is challenged to balance sustainability initiatives while maintaining growth and profitability in a competitive market.