In the last few years, the fashion industry has changed dramatically due to consumers’ growing environmental awareness.
What is sustainable fashion?
Sustainable fashion implies selling items whose production respects both people and the environment.
For brands, sustainable fashion implies selling items whose production respects both people and the environment.
For consumers, it means being aware and reasonable when buying a product, making sure they agree with the brand’s ethics and always asking themselves: is this item useful enough to me to be worth producing?
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Sustainability is now a business value that is no longer limited to the domain of marketing departments. As fashion consumers increase their demand for sustainably produced clothing, the industry is responding by taking new steps towards developing more sustainable operations.
C-suite conversations are shifting from focusing on sustainability as a cost center to focusing on the ways sustainability generates returns. With the recent success of Copenhagen Fashion Summit, business leaders are realizing that sustainability can drive revenue growth.
They account for a substantial market share of around 50% for online cross-border B2C and C2C consumer goods purchases and generate economies of scale by promoting reuse rather than purchase.
Brands that want to win over shoppers must back up their sustainability claims with accurate data about its product lines. Providing consumers with data demonstrates a company’s progress in achieving its sustainability goals and brings clarity to an often-murky subject.