Automation, AI Technology and Sustainability in the Fast Fashion Industry

A Case Study

Abstract

This case study seeks to analyze and discuss the positioning of the international retail brand Zara as a brand committed to sustainability, technological advancement, and the Sustainable Development Goals (SDGs, UN 2030 Agenda), in a context of increasing consumerism. Based on previous theoretical and empirical research, this study examines and discusses the strategies and actions of the sustainable business model implemented by Zara, as well as the artificial intelligence (AI) and automation technologies integrated into its value chain. The omnichannel experience and data analysis through machine learning algorithms are highlighted. The results suggest that although the fast fashion brand shows a commitment to sustainability, in practice, its approach is not truly aligned with the defined goals, and there is a discrepancy between the discourse and the actual practice in effectively fulfilling the actions, introducing the discussion about greenwashing campaign practices.

The study has limitations by focusing on only one international brand, which illustrates the significant aspects of the current panorama of the fast fashion retail sector. Future research could integrate other competing companies.

Future practical suggestions highlight the integration of technologies such as AI, blockchain, virtual reality, and augmented reality into Zara's value chain to predict trends and promote sustainability, or the use of chatbots to promote sustainable practices, increasing consumer awareness. These emerging challenges present opportunities for companies to implement innovative strategies aimed at addressing the impacts of fast fashion on sustainable development.