Home / Knowledge / News / Fashion / Dhana urges more fashion brand-to-customer value alignment

Dhana urges more fashion brand-to-customer value alignment

May '19
Pic: Dhana
Pic: Dhana
There is a clear need for more transparency between consumer and fashion brands as 97 per cent of consumers want more transparency, says a survey by sustainable US fashion brand Dhana. Almost half of shoppers want to know about the ethical aspect, 41 per cent want to know the environmental, and the remaining want to know the location of production, it found.

Dhana, founded by Shamini Dhana in 2008 and headquartered in Sausalito, California, recently released the ‘WearOurValues Report 2019’ at the world's leading business event on sustainable fashion, the Copenhagen Fashion Summit.

"It is my hope that the WearOurValues Report 2019 will bring greater alignment between brand and customer values,” explains its founder and chief executive officer.

As part of Dhana Inc's WearOurValues campaign and in partnership with Dominican University of California, the WearOurValues Report is a baseline study assessing the gap between brand-customer value alignment as it relates to transparency made available during the shopping experience.

Dhana began the four-month study in June 2018, surveying over 5,000 people across 97 countries, positioning Dhana as the medium between the consumer and the brand within the fashion industry's niche conversation on sustainability.

In assessing marketing influencers like price, style, brand name, and trends in conjunction with whether consumers perceive value alignment with brands they shop with, Dhana found the consumer's interest in wanting transparency when shopping was relatively the same.

Most interesting was the distinction in types of transparency, be it price transparency having to do with tracing where money is spent within the supply chain, effects on health when wearing the garment, cultural addressing company ethics and values, and the material ranging from sourcing methods to textile production, according to a press release from the company. (DS)

Fibre2Fashion News Desk – India

Must ReadView All

Pic: Anton_Ivanov / Shutterstock.com

Retail | On 27th Jan 2022

UK retail sales volumes fall at fastest rate in 11 months in Dec 2021

UK retail sales volumes fell by 3.7 per cent in December 2021, the...

Pic: Shutterstock

Textiles | On 27th Jan 2022

New train route links China’s Suzhou city to Milan in Italy

A new China-Europe freight train route has been started between...

Pic: Shutterstock

Apparel/Garments | On 27th Jan 2022

UN-WTO report underrates Bangladesh's RMG industry progress: BGMEA

The recent United Nations-World Trade Organisation joint report has...

Interviews View All

India-EU Summit, Representatives

India-EU Summit

India-EU FTA will provide EU with better access to a huge & rapidly...

Textile Industry, Head honchos

Textile Industry
Head honchos

Ensured payment of fee was least concern for students

Textile Industry, Head honchos

Textile Industry
Head honchos

Led by MMF, Indian apparel exports likely to double in next 3 years

Daniele Uboldi,

Daniele Uboldi

EptaInks is the screen-printing division of Eptanova, a company that...

Shivaani Jain,

Shivaani Jain

Established in 2015, Once Upon A Trunk is a one-stop-shop with almost...

Dr. Ajay Sahai,

Dr. Ajay Sahai

Set up in 1965 by Ministry of Commerce, Government of India to focus the...

Dr. Sean Blamires, Evolution and Ecology Research Centre

Dr. Sean Blamires
Evolution and Ecology Research Centre

Using spider silk for clothing may not seem to be an attractive...

Christopher Astley, INDA

Christopher Astley

<font face="Arial, sans-serif"><span style="font-size: 16px;">INDA,...

Ian Russell, Pireta

Ian Russell

UK-based Pireta has developed a unique free-form process to add durable,...

Samant Chauhan, Label Samant Chauhan

Samant Chauhan
Label Samant Chauhan

Delhi based fashion designer, <b>Samant Chauhan</b> who mostly works on...

Bav Tailor, Label Bav Tailor

Bav Tailor
Label Bav Tailor

Born in London and Indian by origin, <b>Bav Tailor </b>is the Founder of...

Archana Jaju, Label Archana Jaju

Archana Jaju
Label Archana Jaju

<b>Archana Jaju</b>’s Hyderabad-based eponymous label works with artisans...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments


Amazon China
Hela Clothing Pvt Ltd
Huntsman (Singapore) Pte Ltd
Tchibo GmbH
Etam Group Strategy Hong Kong Limited
SHAHI Exports Pvt Ltd
Lisa S.P.A.
IKEA of Sweden AB
Groz-Beckert East Asia LLP
Eastman Chemical Company
Rosset ;& Cia Limited
Sateri (Jiujiang) Fiber Co.,Ltd
Page Industries Limited (Bangalore)
Sainsbury's Argos Asia Limited
Green Fibre
Arvind Limited
PVH Corporation
The LYCRA Company Singapore  Pte. Ltd
LC Waikiki
Phong Phu international JSC (PPJ)
MAS Active / MAS Kreeda / MAS Bodyline
Truetzschler India Private Limited
Vianney Textil Hogar S.A. De C.V.
Deckers Outdoor (Guangzhou) Consultant Co., LTD.
Guess Europe Sagl,
Varner AS Retail
NITI Aayog
Calvin Klein
Maceton Limited
IDH – The Sustainable Trade Initiative
Lululemon Athletica Inc
Landmark Group
T.T. Limited
Cat Tuong Real Estate Group Joint Stock Company
The Top Form Brassiere Manufacturing Company Limited
Benetton Group
Esprit Europe Services GmbH
Reiter India Private Limited
H;&M Hennes ;& Mauritz (Far East) Ltd
Restoque S.A.
Tommy Hilfiger
Alix Partners
Desigual - ABASIC, S.A.
J ;& P Coats
International Textile Manufacturers Federation
Bluestem Global Sourcing Limited
Recron Polyester from Reliance Industries Limited
Grasim Industries Limited
Sportswear Company Spa
Aramark Uniform ;& Career Apparel, LLC
Chori Company Limited
Hirdaramani International Export Private Limited
Seasalt Limited
C;&A Sourcing International Ltd
Gap International Sourcing Limited
Gatsby Africa
G-Star Raw C.V.
Rayonese Textile Inc., Division de Culp Inc.
Boardriders Asia Sourcing Limited
OVS Hong Kong Sourcing Ltd.
Lenzing Aktiengesellschaft
Under Armour Global Sourcing Ltd
Midas Clothing Limited
Aquarelle Clothing Limited
Lacoste (Wanchai)
Sportmaster Ltd.
KAS Direct Sourcing
Gloria Jeans
Alison Hayes Romania
Chico’ FAS
Helly Hansen Far East Ltd
Brandix Lanka Limited
Target Corporation (MN)
Tory Burch Hong Kong Ltd
Gokaldas Exports Limited

January 2022

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search