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Sustainable fashion amongst fast fashion brands: survey

08
Jul '20
Pic: Retviews
Pic: Retviews
Brands are ready for new health protection rules and have reopened stores. Apart from the impacts of Covid-19, is the fashion market ready to respond to customers’ desire to act by changing their spending habits? Based on analyses by Retviews, a recently acquired startup, Lectra has produced a survey of sustainable fashion among the fast fashion brands.
 
The Covid-19 crisis has given many people the desire to live more meaningfully and to act more responsibly. The crisis period could be seen as the catalyst that forces the fashion industry to change the way it designs, produces and distributes its products. Since, for consumers, buying is a way of expressing a commitment and affirming their values, brands have an incentive to change their offer in preparation for the future, by taking a more eco-responsible, authentic and transparent approach. 
 
While these factors were apparent before the pandemic, they have now become the key to interacting with consumers wanting a more responsible offer. The era of the consumer activist, long heralded without actually becoming a reality, is now here, and brands must adapt in response. 
 
According to the survey, the proportion of sustainable fashion in collections varies considerably from one retailer to the next. For example, eco-friendly collections constitute only a small portion of the ranges offered by leading retailers Zara and H&M, which signed the Fashion Pact during the G7 Summit in Biarritz. Zara’s Join Life collection represents 14 per cent of its range, whereas C&A’s #Wearthechange represents nearly 30 per cent of its total collection. The Conscious collection at H&M, which tops the Fashion Transparency Index, created by Fashion Revolution, accounts for less than 10 per cent of its total range.
 
The assumption that sustainable and/or organic garments are more expensive is a misconception, according to the results of the survey. H&M’s exclusive sustainable collection, Conscious, is a good example. The average price of a dress in the standard collection is €39.90, whereas in the Join Life collection it is €31.70.
 
“The opportunities offered by sustainability are significant. It’s an issue attracting much greater interest from Generation Z, and retailers have listened to and taken on board these concerns. 90 per cent of consumers say they are aware of the situation and are prepared to change their behaviour to combat climate change. Quentin Richelle, chief marketing officer, Retviews, said in the report.
 
“This shows their real inclination to invest in eco-responsible products. In view of this change, brands have a social responsibility to inform their customers, to be transparent about their progress in this area, and to share some of the challenges they face, in order to educate their communities. There are currently no international regulations for apparel defining what can be described as sustainable. This means that there is still a long way to go before the standardisation of sustainable fashion is achieved.”

Fibre2Fashion News Desk (JL)


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