Fashion consumers have become more concerned about sustainability in the past few years. This is mainly because they care more about the environmental impact of their fashion choices. It is now more common for brands to speak out about supporting organic materials and fair compensation of their workers. nbsp
What are the key factors for brands to consider when entering the sustainable market?
Their goal
According to the WGSN’s Future consumer profile of Millennials and Gen Z, Eco-Anxiety has become a growing concern. They are driving the shift towards eco-conscious living. This is why brands should keep this in mind when creating their Business Plan. Sustainability is an important consideration for a large portion of potential buyers.
Transparency, traceability
In a Harper’s Bazaar interview, Amy Powney, Mother of Pearl’s creative director, stressed that final users should be able to access the relevant information to determine if a brand is in line with their values. Labels should not only modify the manufacturing process, but also make it part of their DNA and market them.
Retail business, and emerging independent brands alike, should be proactive. Other businesses are already aware of the demands consumers will make in the future.
Resale marketplaces
Popularity is growing for resale and peer-to-peer markets, especially among Gen Z. This model is gaining popularity because it allows people to buy high-quality, luxury items that may not be possible for many. Also, they can purchase them pre-loved.
These changes are not unnoticed by luxury brands. In April, the LVMH conglomerate launched an online resale platform for B2B sourcing of high-quality materials from its fashion and leather goods Maisons. It is important to understand how your brand can contribute to this ecosystem.
Regeneration
It is no longer enough to talk about “minimal impact” or “attempts to reduce it”. Businesses that adopt a regenerative approach to business management focus on the well-being of individuals and communities. This allows for better financial results and a greater contribution to the planet than focusing on sustainability.
It is important to emphasize that each contribution counts. This is exemplified byGraciela Huam, an independent brand that has emerged. They are a Peruvian/Dutch knitwear brand that creates employment in a small Puno community. They are also eco-friendly and use natural fibers like alpaca and cotton. They are avant-garde in design and keep up with fashion trends, but they also create timeless pieces that will last a lifetime. They reuse and repurpose deadstock yarns, and encourage pre-order models when launching pieces to avoid unnecessary waste.
