EDITORIAL REPORTS
These reports provide an insight into the current behaviours shown by consumers and looking into Zara’s current changes to showcase a sustainable future for their brand.
Customers care more about sustainability post-lockdowns
This Vogue report, highlights consumers attitudes towards buying sustainable fashion is increasing post lockdown. Consumers are beginning to engage with sustainable fashion, with 65% of consumers saying their intention to buy sustainable clothing has increased. Focusing on the UK consumption-based emission targets, promoting and engaging customers to consume less and buy less clothing, with 38% of Vogue’s customers already purchasing sustainably.
The report indicates the evolvement of consumer habits has changed the quantity of clothing purchased. They are starting to take accountability for their fashion choices, there is an opportunity for brands to change and further inspire consumers, focusing on reusing or renting clothes to reduce the over consumption of clothing. making effort to consciously reinvent brands outlook on sustainable fashion. Customers are more willing to stay loyal to brands improving their effort of turning towards sustainability. Customers are starting to take accountability for their fashion choices, there is an opportunity for brands to change and further inspire consumers, focusing on reusing or renting clothes to reduce the over consumption of clothing. Therefore,
brands can gain a reputation from maintaining sustainable practises.
How to identify and avoid greenwashing in the fashion and textile industry
This Fashion united report discusses the importance of avoiding greenwashing within the fashion industry, there is a need for making a conscious change to brands sustainability claims. Consumers from the younger demographic are more socially aware of their environmental footprint, leaning towards looking for more sustainable products to purchase. With the production of garments remaining a ‘dirty business,’ some consumers are aware of the water, energy and chemicals used in the production of clothing, which highlights organisations need to be pushing for change in using fewer polluting chemicals in garments.
The report enlightens organisations of preventing greenwashing, through transparency and traceability, proving the fibres used are sustainable. Further showing the lifecycle of the product, offering the consumers an insight into the production and ensuring the sustainability is reliable to avoid consumers getting mislead into purchasing clothing that may not be sustainable. There is advancements in technology with fibre identification technology, identifying the fibres origins at the different stages of the production, these innovations help empower brands to make the right sustainability claims.
A Rare Look Inside Zara
This Business of Fashion report provides an insight into Zara’s sustainability targets, focusing on improving their environmental standards. Zara’s owner Inditex announced new changes to highlight their commitment to sustainability, with their goal of working to detox the fashion industry. Consumers are becoming more aware of the importance of sustainability, Zara is reacting to their consumers values and making a conscious effort to raise awareness of their environmental standards, with Zara constantly increasing the quantity of clothes produced through the Join label, with over 20% of Zara’s overall production being manufactured under the join life collection. Also eliminating single use plastics from packaging given to customers by 2023. The brand is showing gradual transformation through its action to become more sustainable, constantly evolving through making all garments with sustainable linen and cotton by 2025, to strengthen the company’s sustainability standards.
