BARRIERS TO REACHING SUSTAINABILITY IN THE FAST FASHION INDUSTRY

The fast fashion industry is one of the most polluting industries, and unfortunately, not a lot of viable solutions have been found till this moment. Nowadays, we are noticing more and more fashion campaigns that include a sustainable message, though we are still talking about a lot of environmental and social problems caused by this industry. However, finding innovative ideas starts with identifying the potential barriers that the industry is facing to better understand the actual state of the industry regarding sustainability from both the consumer and organization points of view. The following structured literature review is trying to create a whole picture of the sustainability barriers that the fashion industry is facing, and as we are talking about a highly competitive industry, constant research is needed. The main implications of this study are the ability to better comprehend what hinders the path to a more sustainable future nowadays. Still, to this day, little research has been conducted on the always-evolving challenges of sustainability. More research is needed for companies and consumers to adapt to the shift that is already happening, and the contribution of the paper will likely generate innovative strategies and solutions toward a greener future from both sides of view