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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

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