Abstract:

The effects of the development of technology in the field of industry have manifested themselves in the rapid growth of the consumer society and the gaining weight of events such as ready-to-wear and fashion that will cause economic, ecological and social problems. The unsustainability of the increasing damage caused by the accelerated consumption and the facts and mechanisms that feed it has created the need to make these phenomena sustainable. The struggle to maintain the natural balance that emerged in line with this need has brought sustainability to the top of today's most important production and consumption problems. The concept of sustainability in the field of textile brought attention to issues such as environment, labor force and human health, and caused the development of concepts such as "green consumer" and "green consumption". This study focuses on the successful and sustainable textile production and fashion strategies of brands such as H&M and ZARA operating in the fast fashion sector with sustainability. Despite the high costs of the ready-made clothing industry with the 4R (reduce-reuse-recycle and rebuy) principle, they have chosen to produce significantly less damage with sustainable production methods and have received positive feedback from consumers. It is thought that these successes of fast fashion brands will give more importance to "sustainability" on a sectoral basis.

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