{"id":82841,"date":"2025-08-13T16:30:47","date_gmt":"2025-08-13T14:30:47","guid":{"rendered":"https:\/\/balkangreenenergynews.com\/rs\/?p=82841"},"modified":"2025-08-14T15:24:37","modified_gmt":"2025-08-14T13:24:37","slug":"shein-najveci-zagadjivac-u-sektoru-brze-mode","status":"publish","type":"post","link":"https:\/\/balkangreenenergynews.com\/rs\/shein-najveci-zagadjivac-u-sektoru-brze-mode\/","title":{"rendered":"Shein – najve\u0107i zaga\u0111iva\u010d u sektoru brze mode"},"content":{"rendered":"

Uprkos obe\u0107anjima da \u0107e smanjiti svoj ekolo\u0161ki otisak, kineski brend ultrabrze mode Shein je 2024. pove\u0107ao emisije ugljen-dioksida za vi\u0161e od jedne petine, na rekordni nivo. Neprofitna organizacija Stand.earth proglasila ga je najve\u0107im zaga\u0111iva\u010dem u modnoj industriji. Ova firma je u Italiji i Francuskoj platila vi\u0161emilionske kazne zbog svojih obmanjuju\u0107ih tvrdnji da je orijentisana na odr\u017eivost.<\/h2>\n

Trend brze mode je prisutan jo\u0161 od devedesetih godina pro\u0161log veka. Re\u010d je o masovnoj proizvodnji i distribuciji ode\u0107e po niskim cenama. Navedeni termin je skovao novinarka New York Timesa En Mari \u0160iro, opisuju\u0107i Zarin model poslovanja, gde dizajnira, proizvede i isporu\u010di novi komad ode\u0107e za samo dve nedelje.<\/p>\n

Zara, H&M, Primark i drugi brendovi brze mode svakog dana u svoju ponudu dodaju stotine novih komada ode\u0107e. Zahvaljuju\u0107i razvoju tehnologije i onlajn kupovine, danas se suo\u010davamo i sa ultrabrzom modom. Kineski brend Shein je trenutno njen glavni predstavnik.<\/p>\n

Mo\u017ee da dizajnira i proizvede odevni predmet za samo 10 dana, s tim \u0161to na svoju veb stranicu svakodnevno dodaje i do 10.000 artikala. U bilo kom trenutku je u prodaji \u010dak 600.000 artikala, po prose\u010dnoj ceni od 10 dolara.<\/p>\n

Ultraniske cene su klju\u010d uspeha poslovnog modela brze mode<\/p><\/blockquote>\n

Ultraniske cene su klju\u010d uspeha poslovnog modela brze mode. Neke kompanije u toj bran\u0161i razvile su velike mre\u017ee dobavlja\u010da, koji \u010desto proizvode isklju\u010divo za njih. Tako\u0111e, ode\u0107a se dizajnira i testira u skladu sa podacima koje brendovi prikupljaju na svojim sajtovima i aplikacijama, te se proizvodnja prilago\u0111ava potra\u017enji. Anga\u017eovanje influensera i reklamiranje na dru\u0161tvenim mre\u017eama primarni je na\u010din dopiranja do potro\u0161a\u010da.<\/p>\n

Jeftina, lako dostupna i moderna garderoba \u2013 zvu\u010di primamljivo. Ipak, postoji skrivena cena. Modna industrija<\/a> je odgovorna za 10 odsto globalnog godi\u0161njeg ugljeni\u010dnog otiska, \u0161to je vi\u0161e od emisija svih me\u0111unarodnih letova i pomorskog transporta zajedno. Brza moda tro\u0161i ogromne koli\u010dine prirodnih resursa. Koristi 141 milijardu kubnih metara vode godi\u0161nje i odgovorna je za 35 odsto mikroplastike koja dospeva u okeane.<\/p>\n

\u010cak\u00a0 60 odsto ode\u0107e bude ba\u010deno u roku od godinu dana od dana proizvodnje<\/p><\/blockquote>\n

Dok su prirodna vlakna poput pamuka, konoplje i vune biorazgradiva, sinteti\u010dki tekstili poput poliestera, najlona, akrila i spandeksa mogu opstati u prirodi decenijama ili \u010dak vekovima, a upravo od ovakvih materijala se pravi ode\u0107a brze mode.<\/p>\n

Predvi\u0111a se da \u0107e globalna proizvodnja tekstila porasti sa 109 miliona tona, iz 2020. godine, na 145 miliona tona na kraju ove decenije. Ode\u0107a se danas posmatra kao jednokratan proizvod, pa tri petine zavr\u0161i na deponijama ili u spalionicama u roku od godinu dana od proizvodnje.<\/p>\n

Shein najvi\u0161e zaga\u0111uje \u017eivotnu sredinu<\/h3>\n

Izve\u0161taj o odr\u017eivosti kompanije Shein za 2024. godinu pokazuje da je te godine bila odgovorna za ispu\u0161tanje preko 26 miliona metri\u010dkih tona ugljen-dioksida u atmosferu ili 23,1 odsto vi\u0161e nego prethodne godine.<\/p>\n

Vi\u0161e puta je tvrdila da smanjuje svoj ugljeni\u010dni otisak, ali on je nastavio da raste. Neprofitna organizacija Stand.earth objavila je izve\u0161taj<\/a> u kom je analizirala 42 modne marke. Proglasila je Shein najve\u0107im zaga\u0111iva\u010dem. „Da je Shein dr\u017eava, bio bi stoti po emisijama na svetu, sa skoro istom koli\u010dinom zaga\u0111enja kao \u010ditav Liban“, pi\u0161e u dokumentu.<\/p>\n

\n

Shein je optu\u017een za la\u017ene zelene tvrdnje \u2013 grinvo\u0161ing \u2013 i obmanjivanje kupaca u Italiji i Francuskoj<\/p>\n<\/blockquote>\n

Italijanski organ za za\u0161titu potro\u0161a\u010da i konkurencije AGCM kaznio je Sheina sa milion evra zbog obmanjuju\u0107ih tvrdnji da \u0161titi \u017eivotnu sredinu. Ta pojava se naziva grinvo\u0161ing (greenwashing).<\/em> Odgovornom je progla\u0161ena firma Infinite Styles Services, zadu\u017eena za distribuciju i prodaju Sheinove robe u Evropi.<\/p>\n

\n

AGCM je u saop\u0161tenju naveo da je u svojim promotivnim i prodajnim aktivnostima u Italiji koristila obmanjuju\u0107e i zavaravaju\u0107e poruke i tvrdnje da \u0161titi \u017eivotnu sredinu.<\/p>\n<\/div>\n

\n

Mesec dana pre Italije, Francuska je Sheinu naredila da plati 40 miliona evra zbog obmanjivanja kupaca u domenu popusta i ekolo\u0161ke kampanje. Istraga je utvrdila da je kompanija manipulisala cenama.<\/p>\n

Francuski senat usvojio zakon koji poga\u0111a brendove ultrabrze mode<\/h3>\n

Francuska je poznata kao zemlja mode. Svakog sekunda se odbaci 35 odevnih predmeta, pokazuju podaci agencije za \u017eivotnu sredinu Ademe. Vlasti ipak rade i na usporavanju mode. Po\u010dev od oktobra 2023, dr\u017eavne vlasti stanovni\u0161tvu ispla\u0107uju takozvani bonus za popravke,<\/a>\u00a0odnosno pokrivaju deo tro\u0161kova za kroja\u010da ili obu\u0107ara u cilju smanjenja tekstilnog otpada.<\/p>\n

Francuski Senat je nedavno je usvojio predlog zakona koji posebno poga\u0111a industriju ultrabrze mode. Uvodi se sistem ekoocena, gradacije uticaja proizvoda na \u017eivotnu sredinu, uklju\u010duju\u0107i emisije \u0161tetnih gasova, kori\u0161\u0107enje resursa i mogu\u0107nost recikliranja. Za brendove sa najni\u017eim ocenama predvi\u0111eno je po\u010detno oporezivanje do pet evra po artiklu, a zatim 10 evra od 2030. godine. Me\u0111utim, porez ne mo\u017ee pre\u0107i 50 odsto maloprodajne cene artikla.<\/p>\n

Predlog uklju\u010duje zabranu ogla\u0161avanja ultrabrzih modnih brendova i sankcije za influensere koji ih promovi\u0161u. Donji dom Francuskog parlamenta je u martu 2024. jednoglasno podr\u017eao predlog. Da bi stupio na snagu, mora na jesen da pro\u0111e zajedni\u010dku komisiju oba doma.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Shein je 2024. svoje emisije CO2 pove\u0107ao 23 odsto, uprkos obe\u0107anjima da namerava da posluje odr\u017eivo. 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