Sustainable Fashion Industry Problems:

Tania Clothing Strategies to a More Sustainable Products and More

Transparancy to Their Constumers

Team Rames
Universitas Indonesia
Ridho Farros Decha – (2206073412)
Table of Contents

1. Problem Statement and Analysis

1.1 Introduction to Tania Cloth
1.2 Challenge
1.3 Objectives
2. Solutions
2.1 Solutions for More Transparency
2.2 Solutions to Make More Sustainable Product
3. Outcome and Impact
4. Appendix 1
5. Appendix 2
 1. Problem Statement and Analysis

Fashion industry is one of the biggest industry in the world. About Dispite
of that, industry is having some challenges, such as pollution that many fast fashion
production house has made.

Sustainable fashion product is one of the solutions to this problem. To make

a more sustainable clothing products you need to have a sustainable fabrics. But, a
sustainable fabrics is much more expensive than the not sustainable one because it
is made from natural resources that have to be farmed and cost more than a synthetic
fabrics. Sustainable fabrics can cost about 2-4 times than the unsustainable one.
Therefore, the outcome of sustainable clothing production is an expensive piece of
product. This issue leads to a lack of consumers that are using sustainable clothing.

There are no regulations from the government also about this fast fashion
production that leads to environmental crisis. The government has to start worrying
about our environmerntal condition right now or our country does not have a good
living environmental in the future.

1.1 Introduction to Tania Cloth

Tania Cloth is an orient toward sustainable fashion brand that targeted

women and people who is aware of global environmental crisis as their consumer.
They have some objective; trying to make their clothing product more sustainable
and be more transparent to their costumer.

1.2 Challenge

- lack of sustainable costumer.

- Sustainable clothing materials are more expensive than the not sustainable
materials.

- there are no regulation from the government about fast fashion production.

1
1.3 Objectives.

- Tania cloth is trying to sell more sustainable fashion products.

- Tania cloth aims to be more transparent with costumers about their products.

2. Solutions

2.1 Solutions for More Transparency

To make Tania clothing more transparent to their customers about their

products, they have to make an online brand page on social media such as instagram,
tiktok, and twitter. With that, they can post about their production and the products
itself. Hence, their costumer can keep up with what Tania’s Clothing’s update.

They also have to spread awareness about sustainable clothing on their page
because a first step to sustainable living is awareness about the impact of sustainable
living.

A community page to have a conversation with costumers has to be built

also. It helps the brand to grow stronger because a good product is what people
wanted not the brand idealism. They can use social media live features such as
Tiktok live, or Instagram live to have a conversation with people. Twitter threads
also can be used to accommodate community conversations.

Tiktok app can be a good platform to increase brand awareness because

almost half of Tiktok users are under 30 years old. young people tend to be more
concerned about environmental issues than older people (Gen X and Boomers).
Instagram app users are more diverse than tiktok users. Teenagers are a minority of
users. Most of them are adults with an age range of 25-44 years old. but, tiktok
comment section only can hold 100 characters while instagram can hold until 2000
characters.
From these information we can conclude that;

• Tania cloth can use Tiktok and Instargram increase brand awareness, but
have put a bigger portions on tiktok because of it’s users age and behavior.
• Tania cloth can use instagram post more just in case they have a lot of
costumers that want to ask in the comment section.
• A community page to have a conversation with costumers has to be build
tohelps the brand to grow stronger because a good product is what people
wanted not the brand idealism.

2.2 Solutions to Make a More Sustainable Product

To make more sustainable clothing products, Tania Cloth must use

sustainable fabrics. Sustainable fabrics are more expensive than unsustainable
fabrics. In this situation they can use recycle materials such as econyl or deadstocks.
Their price might be a little expensive for right now because of it’s little amount of
demand. Once recycle materials become mainstream and people start to leave
unsustainable clothing products, the price of sustainable materials are becoming
cheaper.

They also have to choose a right production house to make a sustainable and
eco product. They have to use a little amount of energy, water, and chemicals to
create a small amount of waste and pollution. Hence, the environmental not getting
a large number of additional pollutions like the other fast fashion production house
have been made. Upcyling can be done to make a zero-waste fashion product so
they can save more material cost.

3. Outcome and impact

Using social media (Tiktok and Instagram) platform to promote Tania

Cloth’s sustainable product can make people know about their product more and
increase their brand awareness to people. Beside brand awareness they also can
increase people’s awareness about environmental issue that has been around us all
this time although this method will not have a direct and tangible impact on changes
in the environment.

Having a conversation about what are the costumers wanted through a

platform (Tiktok live, Instagram, Twitter, etc) can also make their brand grow
stronger and build a community of the brand costumers itself, or people who are
aware of environtmental issue.

If people are more aware of environmental problems and its impact for us
they will choose sustainable product more. Although sustainable products cost more
than the unsustainable one, sustainable products have a longer live span so it can be
used until 2-3 years ahead. Not just having a good quality product, they also can
make the world a better place to live.

Source :

Ballew, M., Marlon, J., Rosenthal, S., Gustafson, A., Kotcher, J., Maibach, E., &
Leiserowitz, A. (2019). Do younger generations care more about global warming?
Yale University and George Mason University. New Haven, CT: Yale Program on
Climate Change Communication.

Saha, Nabaneeta. 2022. What is Econyl Fabrics? Is it Really Sustainable?. Your

Sustainable Guide/ https://yoursustainableguide.com/econyl-fabric/

The Sj Team. 2023. 31 Sustainable Fabrics For The Most Eco-Friendly Fashion.
Sustainable Jungle/ https://www.sustainablejungle.com/sustainable-
fashion/sustainable-fabrics/#8

www.instagram.com
www.tiktok.com
Appendix 1 SWOT

Appendix 2 Root Cause