The importance of transparent and sustainable fashion

 


Plastic has had a terrible year. To save sea turtles, people are refusing to use plastic straws. Officials are passing laws banning plastic shopping bags. Reusable water bottles sales are on the rise.

What does all this have to do fashion? It's all.

As more people realize that fashion (and specifically fast fashion) are the biggest environmental offenders, it is becoming increasingly important.

Why is it so important that fashion brands rethink their sustainability strategies? What can they do to make a positive difference?

An authentic commitment

Sustainable fashion is not a new trend. The idea of sustainable fashion originated in 1940s wartime rationing fabric. It really took root in the late 1980s/early 1990s when companies like Patagonia were able to take advantage of the trend. Sustainability is not just a marketing slogan for the outdoor clothing brand. It's an ethos.

Sustainability in fashion has grown exponentially since then. Allbirds and Everlane are just a few examples of new fashion brands that were born out of a desire to make sustainable clothing.

The Maiyet Collective has just launched a coretail space in London. It combines the excitement and collaboration of flex retail with a co-retail space. This brand is a collection of small, sustainable fashion, beauty, and home goods brands that change from month to month. The store? Each detail was created to only use raw materials.

You can have a range of eco-friendly shirts, but they should not be displayed on a shelf or in plastic bags after purchase. The store should have a sense of continuity and sustainability.

What about the fashion companies that don't share the same commitment to sustainability? Or those that are trying to change gears but cannot rebrand. It is possible for sustainability to still be a part of your business, but it must be authentic. H&M was criticized for starting a sustainability initiative and burning unused product. Honesty is key to environmental campaigns. Otherwise, consumers will turn their noses up at the lies and abandon you.

Sustainability is transparency and quality.

Many brands refer to transparency and sustainability hand in hand. The consumer of today is more educated than ever. They want to be informed about everything, from organic food to cruelty-free beauty items. This trend is now a part of the fashion industry.

When you think about sustainability of your fashion brand, don't just think about the logistics of the products. You also need to think about how you market them to your customers. Displays are the key word.

A simple card such as "This jacket was manufactured from recycled materials" gives garments a new life and tells a story. Displays that are filled with greenery remind the customer of the environment they want to preserve. An example of the number of water bottles needed to make a pair Rothy's shoes teaches the consumer and provides a visual cue. This is where the key lies: A tangible context that the consumer can understand and see.

See also:

https://www.connectpos.com/case-study-global-vapors/

https://www.connectpos.com/omnichannel-marketing-strategies-for-retail-stores/

https://www.connectpos.com/6-best-free-shopify-apps/

https://www.connectpos.com/top-5-mobile-pos-apps-for-android/

https://www.connectpos.com/rma-optimization-methods-for-retailers/

https://www.connectpos.com/what-is-a-rma-system/

https://www.connectpos.com/top-magento-extensions-to-integrate/

https://www.connectpos.com/top-marketing-trends-in-the-new-normal-state/

https://www.connectpos.com/how-to-protect-your-customers-in-store-with-covid-19-prevention/

Some fashion brands, as well as large holding companies, are stepping up their efforts to show sustainability to consumers through partnerships. H&M, Target, Unilever and Target have created a consortium consisting of companies that are committed to eliminating plastic waste and pollution at its source. They will also be reporting their progress every year to consumers - transparent proof that their favorite brands are investing in sustainability.

Wear it, and share it. It can be reused and used again.

The fashion industry faces one of its biggest challenges: the constant search for new trends. The latest trends are shiny, new, and stylish. Customers return to the shop eager to get their hands on the new season.

What about clothes that the consumer has already purchased? These clothes are either thrown out, or left to gather dust in the closet. A study by secondhand ecommerce shop ThredUP found that 70% of clothing in a woman's closet is unworn and that the average American throws out 80 pounds of clothing every year.

Thrifting is an effective way to combat this terrible statistic and it's growing in popularity. In fact, 1 out 3 women shopped secondhand in 2017.

You don't have to buy secondhand. The share economy is a viable option. Rent the Runway, Le Tote and other companies offer fashion for rent to consumers for special occasions and everyday life. Le Tote members can even purchase the pieces they love at a fraction of retail price.

Companies with share- or thrift business models are not the only ones that can make sustainability a priority. H&M stores around the world have donation boxes for textiles and old clothes. Donors receive a 10% discount coupon and textiles can be resold or reused. Madewell also does something similar. They take old jeans and turn them into insulation for housing.

It's easy to integrate this into any fashion retailer's company. This will present your company as eco-friendly while also increasing the lifecycle of clothes and accessories (thereby reducing environmental impact by 73%). It's a win/win situation.

What about other types? These can also be influenced by sustainability, especially when the retailer sells cross-industry products. Technology stores can repurpose used electronics. Beauty stores can offer recycling boxes for cosmetics bottles. Mass merchandisers can also create sections dedicated to sustainable products. Sustainability is becoming a hot topic in all industries. Brands need to get on board.

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