Why consumers appreciate sustainable fashion

The realm of fashion is evolving, and sustainability is at the helm. As the years pass, the focus has shifted from simple fashion trends to customer demands that champion environmental preservation. This article will delve into how brands are elevating their game and why today’s customers prefer to shop for eco-friendly fashion.

The consumer-driven transformation of the fashion industry

Brands must pay keen attention to customer demands; customer loyalty largely depends on feeling valued and catered to within the continuously evolving landscape of fashion. In recent years, the industry has witnessed significant shifts, with customers now desiring more than just style. Consumers are calling for diversity, and leading clothing retailers are responding by embracing plus-size fashion and catering to all body shapes, including UK sizes 22 and upwards.

Furthermore, there is an increasing demand for personalisation, which allows customers to express their uniqueness. Sustainability has also emerged as a key focus area, with consumers advocating for eco-friendly practices. Regardless of these evolving trends, the expectation for quality remains a constant in the fashion world.

The ascendancy of sustainable fashion

The emergence of sustainable fashion signifies a momentous shift in the industry, with companies transitioning from fast fashion towards environmentally-conscious practices. Brands such as Adidas and Nike are pioneering this movement. Adidas aims to decrease its greenhouse gas emissions per product by 15% by 2025 and attain climate neutrality by 2050. Similarly, Nike boosted its use of sustainable materials in its apparel from 41% to 59% in 2020.

Even Primark, a well-known fast-fashion retailer, has pledged to adopt a circular and more sustainable model by designing recyclable clothes by 2027 and ensuring all their clothes are crafted from recycled or sustainably sourced materials by 2030.

Supporting this shift, Oxfam reports that consumers are increasingly gravitating towards vintage and second-hand clothing, significantly reducing the impact of fast fashion. This trend is corroborated by the Co-op’s report, which shows a four-fold increase in charity shop sales from £133m to £732m over the last 20 years, emphasising a broader, enduring movement towards sustainable fashion.

Sustainable practices brands are currently focusing on

Sourcing materials sustainably

Employing sustainably sourced materials has emerged as a key practice among eco-conscious brands. They strive to create products that minimise environmental harm and enhance the welfare of communities involved in their production. This process involves careful choices in material selection to prioritise eco-friendly alternatives.

For instance, in the garment industry, brands could consider substituting traditional materials like cotton with hemp. This plant offers a higher yield whilst consuming less water, thereby presenting a more sustainable choice for fabric production.

Sustainable production

Adopting sustainable production methods is an essential step for fashion businesses committed to environmental responsibility. This includes strategies like reducing harmful emissions, maximising energy and resource efficiency, switching to renewable energies, and utilising sustainably produced resources.

A prime example of a brand embracing sustainable production practices is leading Swedish denim experts, Nudie Jeans. This brand is not only striving to use 100% organic cotton but also repurposes used denim for new products to create more sustainable clothing. In terms of production, the brand also prioritises fair and ethical working conditions and collaborates with suppliers who uphold the same standards of transparency.

This dedication to sustainable production methods showcases how the rest of the industry can operate responsibly whilst still delivering fashionable, high-quality products.

Environmentally friendly packaging

Environmentally friendly packaging plays a significant role in promoting sustainability amongst brands within the fashion industry. By replacing traditional packaging materials with biodegradable, recycled, or reusable alternatives, brands can significantly decrease their environmental impact.

This transition not only aids in conserving resources but also conveys a potent message to consumers about the brand’s commitment to sustainability. Each package becomes a tangible representation of the brand’s values, thereby enhancing its reputation as a responsible and environmentally conscious entity in the fashion world.

Adopting renewable energy sources

Operating a business using renewable energy sources is a pivotal step towards sustainability, significantly reducing a company’s carbon footprint. Renewable energy sources such as solar power and wind energy are increasingly accessible to businesses. Solar panels, for instance, can be installed on building rooftops, converting sunlight into electricity.

Wind turbines can be deployed in regions with strong wind resources. Transitioning to these renewable energy sources not only contributes to global efforts to mitigate climate change but also bolsters a brand’s green credentials in the eyes of consumers.

The editorial unit