Implementing New Sustainable Marketing Trends in the Fast Fashion Industry through Human Resource Strategies

This study focuses on the inclusion of human resources management practices and marketing into the fast fashion industry which targets getting into sustainable patterns of consumption and production. It looks at the positive aspects such as improving management of the organization in terms of processes and procedures about structured thinking and branding. This paper attempts to look at how practices considered eco-marketing have been employed in the fast fashion industry. This study collects quantitative data through surveys and dwells more on qualitative. This research uses qualitative methods and analyses content to achieve the objectives. The research concludes that while there are significant challenges in introducing sustainability in the fast fashion industry, there also lies vast potential for the sector to reach its optimal state. Fashion companies can make significant strides towards greener operations by fostering an internal environment that promotes sustainability, leveraging resources for HR technology within sustainable limits, and addressing the challenges as well as performance metrics in sustainability. Hence the broad recommendations made here in this text seek to ease the barriers toward a more responsible corporate structure and to advance business technology. In short, human resource management and sustainable marketing tactics for the fast fashion business are an ambitious but necessary journey. The thoughts and concepts outlined in this thesis, if followed by fast-fashion businesses, can help make the sector more sustainable and thereby benefit both the industry and the environment.