Extra information blog post: PEST analysis of Sustainable fashion in the UK
Hi and welcome to my extra blog post will discover the factors that can affect sustainable brands and discuss what makes it challenging for them to become sustainable and to maintain it. The aim of this blog post is to make readers understand what a PEST analysis is and how it can be used to help businesses examine the external environment. This is something businesses marketing team should do before, becoming sustainable in order to create the best open-ended approach for them which will benefit the company, the consumers and the environment.
PEST is an acronym for macro-environment factors – Political, Economic, Social and Technological (Dibb et al, 2019). If utilised well this model can calculate risks for the business and can help the business prepare for upcoming opportunities as well as highlight negative changes that may occur out of the business's control (Sammut-Bonnici et al, 2015). Many academics claim that the use of a PESTLE analysis is a strategic tool which can help a business understand its market growth, potential and business/product development (Kolter, 1998).
Political
- Businesses within the UK, need to make sure that they are complying with Environmental Laws. In Scotland, companies need to follow the SEPA which stands for the Scottish Environment Protection Agency. Their role is to ensure that both environmental and human health is protected. The SEPA have regulations that companies need to follow on the Air, Land, Pollution, Climate Change, Waste, Water and The use of chemicals (SEPA, 2024).
- The SEPA (2024) has worked with many businesses such as Entrepreneurial Scotland to find out more - click here.
- Packaging - Scotland has became the first nation to ban problematic single use package, although this may not affect fashion it does affect food manufactures (Lundstrom, 2024)
- A number of political factors can affect the supply chain of manufactures, there have been multiple issues in they past such as workers right and child labour laws (Scottish Government, 2024).
- Employment laws and the national minimum wage.
- Focus on making Greenhouse gases Net Zero by 2045 in Scotland.
- Due to the consumer trends of consumer wanting to feeling reassured by the company they purchase fashion items from sustainable companies may be able to increase their prices to include a premium price.
- Money wise, there is a large pool of investors that want to support sustainable businesses as it makes them look good and you too.
- By having more fashion retailers, it may be able to increase the footfall of visitors in the UK therefore positively affecting the tourism sector.
- Consumer behaviour is changing and is no longer London city goers that are looking so sustainable clothes that protect the environment. The google analytics of 'net zero' and other buzz words relating to sustainable have peaked have peaked throughout the UK. Meaning that Sustainability is now a mainstream topic (Google, 2020).
- Another social factor, would be consumers behaviour change (as described in blog 2). Consumers are no longer wanting to buy clothing items from Fast-Fashion retailers, and are now wanting to purchase items that talks quality and reassures them that they are doing well for the environment.
- With the advancements of technology, there should be next to no waste in the designing and the production lines. As now designers can design, create and even try on their new clothing within the Metaverse therefore, positively affecting the companies emission and budget.
- In addition, Consumers can try out 3D Virtual Sampling this is when consumers can try on an item from a retailer without them needing to physically send it therefore, impacting the co2 emissions well.
- With the use of search engine optimisations, Marketers will be able to examine trends within consumers buying behaviour and be able to pre-order how many items they will need therefore, limiting waste or overbuying items.
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