{"id":9763,"date":"2020-06-11T10:46:55","date_gmt":"2020-06-11T09:46:55","guid":{"rendered":"https:\/\/plataformazeo.com\/?p=9763"},"modified":"2020-06-19T09:06:21","modified_gmt":"2020-06-19T08:06:21","slug":"covid-19-fast-fashion-sostenible-moda","status":"publish","type":"post","link":"https:\/\/plataformazeo.com\/es\/covid-19-fast-fashion-sostenible-moda\/","title":{"rendered":"La crisis del COVID-19 acelera el fin del fast fashion en la industria de la moda"},"content":{"rendered":"

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La crisis de la COVID-19 nos ha demostrado que, realizando algunos cambios en la forma de vida y el consumo de la sociedad, es posible llegar a cumplir con los objetivos de reducci\u00f3n de emisiones exigidos por la ONU y as\u00ed cumplir con el Acuerdo de Par\u00eds 2015.<\/p>\n

Tal y como apunta la responsable de Cambio Clim\u00e1tico de Greenpeace Tatiana Nu\u00f1o, \u201cAhora tenemos la oportunidad para afrontar una reconstrucci\u00f3n socioecon\u00f3mica<\/a> del planeta basada en actividades e inversiones econ\u00f3micas en l\u00ednea con los objetivos del Acuerdo Par\u00eds 2015\u201d.<\/p>\n

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El papel de la moda en el cambio clim\u00e1tico<\/strong><\/h2>\n

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Y frente al reto de efectuar una salida verde de la crisis, la industria de la moda tiene una gran responsabilidad. Y es que este sector econ\u00f3mico es responsable de al menos el 8% de las emisiones GEI que provocan el cambio clim\u00e1tico y del 20% de la huella h\u00eddrica del planeta. Adem\u00e1s, seg\u00fan el Institution of Mechanical Engineers el 35% de los micropl\u00e1sticos que contaminan nuestros oc\u00e9anos<\/strong> proceden de los textiles y fibras sint\u00e9ticas utilizadas para confeccionar nuestra ropa.<\/p>\n

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Actualmente la popularizaci\u00f3n del fast fashion <\/em>o moda r\u00e1pida, supone un problema ambiental que amenaza al planeta desde sus inicios en la d\u00e9cada de los 80. Este modelo de negocio que ahora siguen la mayor\u00eda de marcas del sector retail, basa su producci\u00f3n en incrementar el n\u00famero de colecciones anuales para satisfacer las demandas del consumidor y as\u00ed vender m\u00e1s.<\/p>\n

Las tendencias que emergen en las pasarelas r\u00e1pidamente llegan a las tiendas y a los armarios de los consumidores y, en poco tiempo, despu\u00e9s del lanzamiento de una nueva colecci\u00f3n, acaban en la basura. Con el fast fashion<\/em>, el ciclo de vida \u00fatil de la ropa se reduce,<\/strong> sobre todo teniendo en cuenta que para abaratar el coste final del producto, se utilizan fibras sint\u00e9ticas mucho m\u00e1s sensibles al desgaste y mucho m\u00e1s contaminantes.<\/p>\n

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Tres quintas partes de la ropa producida acabar\u00e1 en vertederos en el plazo de un a\u00f1o<\/em><\/strong><\/h2>\n

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Seg\u00fan la fundaci\u00f3n Ellen McArthur, el 87% de la ropa que no usamos acaba incinerada en vertederos y solo 1% acaba siendo reciclada para hacer nuevas prendas de ropa. Tres quintas partes de toda la ropa producida acaba en vertederos o incinerada en el plazo de un a\u00f1o a partir de su fabricaci\u00f3n.<\/p>\n

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Conociendo la huella ambiental de esta industria en el planeta, \u00bfno va siendo hora de migrar a una moda m\u00e1s sostenible?<\/p>\n

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En los \u00faltimos a\u00f1os, las marcas de gran consumo han empezado a adoptar la sostenibilidad <\/em><\/strong><\/h2>\n

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Algunas compa\u00f1\u00edas llevan a\u00f1os trabajando para migrar a un modelo econ\u00f3mico de la industria de la moda mucho m\u00e1s sostenible. Si bien algunas nuevas marcas creadas durante \u00faltima d\u00e9cada como Ecoalf, Veganized o Green Forest Wear, <\/strong>ya tienen la sostenibilidad incorporada como sello distintivo en todo su proceso de producci\u00f3n, cada vez m\u00e1s marcas de gran consumo<\/strong> est\u00e1n trabajando por incorporarla progresivamente en su oferta.<\/p>\n

Inditex, Desigual, H&M, Uniqlo o Asos son algunas de las grandes marcas que en los \u00faltimos a\u00f1os han ido integrando colecciones eco-friendly y lanzado iniciativas verdes para reducir su huella ecol\u00f3gica.<\/p>\n

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Y esta tendencia cada vez ser\u00e1 m\u00e1s necesaria despu\u00e9s de los efectos que la crisis del COVID-19 ha tenido en el modelo de consumo. Durante el estado de alarma global, la mayor\u00eda de empresas del sector retail han visto paralizada su producci\u00f3n<\/strong> debido a que estaba descentralizada en pa\u00edses en v\u00edas de desarrollo como la India y Bangladesh. Tambi\u00e9n han visto caer buena parte de sus ventas a causa del cierre de las tiendas.<\/p>\n

Esto ha dado pie a un importante replanteamiento de conceptos como las temporadas<\/strong> o la posibilidad de volver al sourcing<\/em> local y mover su producci\u00f3n a f\u00e1bricas ubicadas en el mismo territorio. Durante el periodo de crisis del COVID-19, grandes dise\u00f1adores de marcas como Armani, Gucci y St Laurent ya han expresado que van a poner fin del sistema de las temporadas.<\/a><\/p>\n

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Tras la crisis del COVID-19 las colecciones se limitar\u00e1n a dos al a\u00f1o<\/em><\/strong><\/h2>\n

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Despu\u00e9s de la cancelaci\u00f3n de los eventos m\u00e1s importantes de moda del a\u00f1o, celebrados tradicionalmente en los meses de junio y julio, las grandes casas de dise\u00f1o han empezado a reconsiderar avanzar hacia una industria m\u00e1s sostenible<\/strong>, que genere menos desperdicio de materiales y reduzca la contaminaci\u00f3n por viajes y el derroche.<\/p>\n

A partir de ahora las colecciones se limitar\u00e1n a dos al a\u00f1o, una nueva tendencia que augura el fin del fast fashion<\/em> y la saturaci\u00f3n del mercado con ropa que no tardar\u00e1 m\u00e1s de un a\u00f1o en ser desechada, prometiendo de esta forma un ciclo de vida mucho m\u00e1s largo para nuestras prendas de ropa.<\/p>\n

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Las marcas de moda que abandonen la sostenibilidad corren el riesgo de desaparecer<\/em><\/strong><\/h2>\n

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Esta nueva tendencia se ve reforzada por los resultados del estudio \u201cTejiendo un futuro mejor: Reconstruyendo una industria de la moda m\u00e1s sostenible despu\u00e9s del Covid-19″ publicado por investigadores del Boston Consulting Group (BCG), la Sustainable Apparel Coalition (SAC) y la empresa de tecnolog\u00eda Higg Co. Este documento demuestra que las marcas que abandonen sus objetivos y acciones de sostenibilidad corren el riesgo de desaparecer en los a\u00f1os venideros.<\/strong><\/p>\n

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Uno de los apuntes m\u00e1s relevantes que realiza este an\u00e1lisis sobre el futuro econ\u00f3mico de la moda es que las empresas deber\u00e1n acelerar sus progresos en materia de sostenibilidad para poder ser competitivas en el nuevo mercado post-covid19.<\/strong><\/p>\n

Esto implica seguir trabajando para reducir las emisiones de CO2 derivadas de su actividad, reducir la huella h\u00eddrica, apostar por la econom\u00eda circular en sus prendas o las fibras org\u00e1nicas, y aumentar la ambici\u00f3n clim\u00e1tica de forma transversal.<\/p>\n

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Tras el COVID-19 las marcas que apuesten por la sostenibilidad tendr\u00e1n ventajas competitivas<\/em><\/strong><\/h2>\n

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Seg\u00fan este estudio, un requisito indispensable para hacer frente a la recuperaci\u00f3n econ\u00f3mica tras la crisis COVID-19 es replantear los objetivos a largo plazo que conforman la estrategia de las marcas de moda<\/strong>.<\/p>\n

Tal y como ha declarado Sanjeev Bahl, fundador y director ejecutivo de Saitex a Fashion United, \u201cla pandemia nos ha obligado a todos a dar un paso atr\u00e1s y a replantear nuestras prioridades. Un punto clave que ha surgido es que un nuevo modelo transparente que muestre pr\u00e1cticas sostenibles verificadas, tendr\u00e1 ventaja sobre otros modelos comerciales tradicionales<\/strong>\u00ab.<\/p>\n

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Y es que el v\u00ednculo entre sostenibilidad y \u00e9xito comercial cada vez es m\u00e1s fuerte. La ambici\u00f3n clim\u00e1tica durante el periodo de reconstrucci\u00f3n verde es fundamental para que las marcas se adelanten a las demandas de los consumidores. La sociedad cada vez tiene m\u00e1s conciencia clim\u00e1tica y exige la misma actitud y valores en las marcas que consume.<\/p>\n

Actualmente nueve de cada diez consumidores de la Generaci\u00f3n Z creen que las empresas tienen la responsabilidad de actuar para hacer frente el cambio clim\u00e1tico<\/strong>. Adem\u00e1s, seg\u00fan una encuesta publicada por Oney<\/a>, el 85% de los consumidores espa\u00f1oles est\u00e1n dispuestos a pagar m\u00e1s por aquellas marcas que demuestren su compromiso con el medio ambiente y la sostenibilidad del planeta.<\/p>\n

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Sin duda todo apunta a una paulatina desaparici\u00f3n del fast fashion<\/em> y un auge de la moda sostenible acelerado por la crisis del COVID-19. Los efectos del cambio clim\u00e1tico, que cada vez son m\u00e1s visibles, nos hacen pensar en la necesidad de frenar la marcha y trabajar por una sociedad m\u00e1s ZEO. Suscribiendo las palabras del gran dise\u00f1ador Giorgio Armani, \u201chay que ahorrar, y hacer m\u00e1s y mejor con menos\u201d.<\/p>\n

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Para hacer frente a la ‘nueva normalidad’ tras el COVID-19, las marcas deben establecer objetivos sostenibles m\u00e1s ambiciosos<\/p>\n","protected":false},"author":9,"featured_media":9772,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[20,164,80,21,77,84],"tags":[],"class_list":["post-9763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ayudas","category-covid-19-cambio-climatico","category-economia-es","category-emisiones","category-reciclaje","category-residuos"],"yoast_head":"\nEl COVID-19 acelera el fin del fast fashion en la industria de la moda<\/title>\n<meta name=\"description\" content=\"Para hacer frente a la 'nueva normalidad' tras el COVID-19, las marcas deben establecer objetivos sostenibles m\u00e1s ambiciosos\" \/>\n<meta name=\"robots\" content=\"index, follow, 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