Scenario two will be implementing a new method to dye cotton garments for the company The North Face. Before the scenario is explained a clear description of the method is below -
Colorzen Dyeing Process -
The Colorzen process dyes harvested cotton which has been spun in to yarn, through treating the spun yarn with Colorzen they are able to ensure that the fibre will be more responsive to the process of dyeing. Salt and Alkali are excluded from the process as a result of the Colorzen process (Colorzen, 2017). The process dramatically decreases the amount of water required to dye garments by 90%, in addition to this the water will not be polluted resulting in a decrease in dye effluent that will be released in to the environment (Colorzen, 2017). The result of the process is quality, vibrant colours that will last longer as a result of their resistance to bleeding in the wash (Colorzen, 2017). Just as with the other processes it can be assumed that this would be expensive to roll out on an industry wide scale within countries such as China and India, however once again poses the benefits of both saving on the cost of water and significantly reducing the negative environmental impact that the dyeing process poses (Colorzen, 2017). In addition to this Colorzen are able to reduce chemical usage in the dyeing process by 95%; this will not only benefit the environment but also the people working with the dyes and living in the surrounding areas of the dye houses as their contact with these harmful chemicals will be greatly reduced (Colorzen, 2017). This benefit may result in a reduction of illnesses caused as a result of the dyeing process reducing the human cost of the fashion industry (Colorzen, 2017). Once again, although this technology would come as a cost to the factories it may increase their competitiveness as those brands seeking an ethical and sustainable supplier may look favourably upon a factory using Colorzen (Goody, 2017).
The video below highlights some of the benefits of using Colorzen -
(ColorZen, 2012)
The Scenario -
Within this scenario The North Face will again introduce this technology within the dyeing process of the production of their cotton garments in order to achieve the targeted end-state. As mentioned within scenario one this stage of the manufacturing process will be adapted in order to improve The North Face's competitiveness against their rival Patagonia (Meltzer, 2017). Although both scenarios are suggesting areas in which the dyeing process can be altered as can be seen from the above description of Colorzen this method alters a different stage of the process and offers different benefits to the company (Colorzen, 2017). As apposed to treating the water after dyeing, this method alters the dyeing process as a whole (Colorzen, 2017). Just as with scenario one using this method of dyeing will add costs to the manufacturing process, likely resulting in price increases for The North Face's cotton garments. As explained in scenario one The North Face have an ethically conscious consumer that should be willing to pay higher price points for a sustainably manufactured garment however the Colorzen process further justifies price increases as the process results in bolder and longer lasting colours (Colorzen, 2017) This suggests that the benefits of the Colorzen process could still be effectively marketed to consumers who are more interested in product quality and durability than sustainability as well as the more ethically minded consumers. This additional benefit of the dyeing process could really enhance The North Face's competitiveness against Patagonia as it gives the consumer more reasons to choose The North Face over their rival (Meltzer, 2017).