Several supermarkets tend to exploit their workers, and do not provide them good working conditions to work at. However, the workers are scared of revealing this to the outside world, and always cover up by saying they are satisfied since they are scared of losing their jobs, such as the workers of Tesco and Asda. It has been observed after some studies that many factories, which supply low cost items to the supermarkets in Britain, are not treating their workers properly.

The investigation was made when Tesco cut the prices of 700 clothes as a strategy for competition. Detailed interviews were held with the factory workers to obtain such results. Sam Maher, a representative of the Clean Clothes Campaign in UK, said, Giant retailers like Tesco, and Asda have huge buying power. They could use this to help lead the way on improving labour conditions in the industry, but instead they use it to drive down prices, shorten production times, and push all the risk to suppliers, and ultimately the workers. Engaging in a clothing price war at a time when workers are struggling just to survive only intensifies the race of the industry to the bottom on working conditions.

Around 30 major supplying factories, who manufacture supplies for Walmart (Asda), Tesco, Carrefore, Lidl and Aldi, were investigated which included India, Bangladesh, Thailand, and Sri Lanka. Around 440 workers were interviewed out of all these factories, and most of them claimed they had to work over time, and were not paid for the extra hours most of the times. They were not allowed to take any leave, or be absent for holidays, or else they would lose their jobs.

After the research, the brands were negatively publicised and hence, Tesco and Asda, have decided to do something about it. Tesco has come out with its own ethical line. Asda is now selling fair-trade T-shirts.

Izzy Lane, which is owned by Isobel Davies, was employed by Tesco to make ethical clothing line made out of wool. The clothes at Izzy Lane are made out of sheep and include coats, jackets, skirts, and other items. This was a big revolution in the supermarket world, since Izzy Lane is an expensive brand. Only one skirt required a flock of sheep wool to utilise. Tesco started an ethically responsible clothing line, but increased its price because their costs also went up. Since their introduction, the sales of ethical clothing line have risen high due to increase in demand. This was confirmed through a study conducted by a Data Analysis Group, named Mintel.

Research conducted by the Data Analysis group, Mintel, suggests that the sales of ethical clothing are on the rise. Figures confirm that the sales have quadrupled in the previous five years.

This is undoubtedly because of the fact that supermarkets, retailers, and independent stores alike are driven by customer demand. Consumers have become aware, and they prefer to buy reasonably priced products rather than cheap products.

Among stores that produce ethical clothes, Emma Watson, famous for her part in the Harry Potter series, has come up with a clothing collection in collaboration with the People Tree. The People Tree line will open in 2010, and will present 26 varieties of styles for women, and 15 styles for men. The garments are made by people from Bangladesh, India, and Nepal, and will help generate income for the underprivelaged living there.

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