PROPOSAL : BECOMING A SUSTAINABLE BRAND
PROPOSAL : BECOMING A SUSTAINABLE BRAND
- https://www-statista-com.hallam.idm.oclc.org/statistics/681165/price-premium-for-clothes-from-britain-united-kingdom-uk/
- This is a graph to show the 'share of consumers who are willing to pay a higher price for a clothing item because it was made in the UK'
- https://www.wearetala.com/pages/itscooltobekind
- a proposed competitor (current sustainable brand)
- https://academic.mintel.com/display/972404/
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| "I'm most likely to buy from a fashion retailer that..." |
- This graph shows that consumers believe the most important thing to get rid of in the fashion industry currently is animal products (with 15% of people ranking it as their number one priority). New Look arguably also agree with this as they created their Vegan collection, but haven't yet become fully vegan in all of their products
- Evidently, many people are also aware of the current 'plastic problem' (which is a currently well-spoke about topic across the media) and believe that brands should completely get rid of it, in order to prevent so much plastic going to landfill
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- This graph shows that the biggest group of people who want to shop somewhere that promises too stop using animal products is women between 35-54
- Overall it is evident that females generally have more of a desire to shop somewhere that didn't involve the use of animal products. However, this is likely to change over the next generations as more and more people become concerned about the environment
- Evidently, generation Z is the biggest group of people who want retailers to raise awareness about the environment
- This is arguably because they know that it is their futures that are being affected by environmental issues and therefore want to do something about it
- This group is probably also bigger than the younger millennials, percentage wise, as the younger millennials don't yet have the same knowledge that Gen Z do as they are younger, and therefore this percentage for their age group will grow bigger and bigger as they learn more
- https://www-statista-com.hallam.idm.oclc.org/statistics/1009846/consumer-willingness-to-buy-sustainable-fashion-products-worldwide/
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| "How would you describe your current willingness to purchase sustainable fashion?"
- Clearly, this graph shows that most people (60% of the survey participants) would prefer to buy sustainable fashion if the price was the same as normal fashion
- Therefore, this is an objective that brands should overcome as currently most of todays sustainable brands are high in price, which consequently puts people off buying them. However, the brands argue against this by stating that their products are sustainable and of high quality, whereas cheap fast-fashion clothes are not as durable. The survey shows that only 13% of people are willing to pay a higher price for sustainable fashion
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- this is a graph to show the results of participants responding to the question "what features best define sustainable fashion?"
- the biggest percentage of people regarded high quality and durability as being the best feature
- this reflects typical consumer mentality as this was the response that benefits consumers the most, as it will make the garment last longer, as appose to answers that were to do with the production of the garment, like 'use of up cycled materials" for example which only 11% of participants regarded as important
- https://academic.mintel.com/display/972396/?highlight#hit1
- over 2/3 of people (67%) agree that retailers should be letting customers know even when items are not made sustainably
- 30% of people say they would choose a retailer based on whether or not they sold
sustainable fashion ranges
- over 2 in 5 (42%) cite plastic pollution as a top issue alongside animal welfare and treatment of workers
- just 1/4 (24%) of all shoppers said they would take carbon emissions into account when purchasing new items
- nearly 3/4 (73%) either have or would be interested in repairing damaged or worn out items
- over 1/3 of shoppers said they are most likely to learn about sustainable fashion via online searches closely followed by friends and family
- over 3/4 of those asked admitted to finding it difficult knowing whether a retailer is ethical
- over 2 in 5 (42%) cite plastic pollution as a top issue alongside animal welfare and treatment of workers
- just 1/4 (24%) of all shoppers said they would take carbon emissions into account when purchasing new items
- nearly 3/4 (73%) either have or would be interested in repairing damaged or worn out items
- over 1/3 of shoppers said they are most likely to learn about sustainable fashion via online searches closely followed by friends and family
- over 3/4 of those asked admitted to finding it difficult knowing whether a retailer is ethical
- https://academic.mintel.com/display/972416/
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"have you done any of the following in the last 12 months?"
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- the results of this graph clearly show that consumers believe retailers should let customers know when items are not made sustainably, this therefore allows them to make conscious decisions on whether they want to purchase products from there based on whether or not it aligns with their personal morals and ethics
- https://www.forbes.com/sites/andriacheng/2019/10/17/more-consumers-want-sustainable-fashion-but-are-brands-delivering-it/
- consumers are becoming more environmentally conscious
- among mass-market retailers only 1% of new products introduced in the 1st half of the year were tagged sustainable
- brands face issues e.g cost and availability of sustainable materials
- more than 1/2 of fashion industry want at least 1/2 of their products to be made sustainably by 2025 according to a McKinsey study
- more than 4/5 of executives expect physical clothing design samples to be used far less often by 2025
- online searches for sustainable fashion tripled between 2016-2019 (report found)
- sustainability trend causes troubles for fast-fashion retailers
- one problem the industry needs to tackle is how to define sustainable fashion in the first place; "we dont have the language for that yet" says senior Vice President of corporate responsibility at Calvin Klein and Tommy Hilfiger parent PVH corp "we endlessly struggle with how to communicate with customers"
- study also found industry lacks a shared set of standards
- another issue is may companies overproduce and fail to nail on the trends and products consumers want, leading to piles of unsold merchandise which ends up in landfill
- "The idea that we are going to switch focus from inventory to sustainability without a solution that embraces both is very hypocritical"
- among mass-market retailers only 1% of new products introduced in the 1st half of the year were tagged sustainable
- brands face issues e.g cost and availability of sustainable materials
- more than 1/2 of fashion industry want at least 1/2 of their products to be made sustainably by 2025 according to a McKinsey study
- more than 4/5 of executives expect physical clothing design samples to be used far less often by 2025
- online searches for sustainable fashion tripled between 2016-2019 (report found)
- sustainability trend causes troubles for fast-fashion retailers
- one problem the industry needs to tackle is how to define sustainable fashion in the first place; "we dont have the language for that yet" says senior Vice President of corporate responsibility at Calvin Klein and Tommy Hilfiger parent PVH corp "we endlessly struggle with how to communicate with customers"
- study also found industry lacks a shared set of standards
- another issue is may companies overproduce and fail to nail on the trends and products consumers want, leading to piles of unsold merchandise which ends up in landfill
- "The idea that we are going to switch focus from inventory to sustainability without a solution that embraces both is very hypocritical"
- https://fashionunited.uk/news/fashion/top-five-ways-consumers-want-brands-to-be-more-sustainable/2019060643527
- top 5 ways consumers want brands to be more sustainable:
- reducing the amount of packaging (75%)
- providing fair pay and working conditions (74%)
- using renewable and recyclable materials (73%)
- making clothes that are designed to last longer (71%)
- using fewer resources e.g. power/ water/ materials (64%)
- these results come from a survey of 2000 consumers commissioned by e-commerce personalisation and retail AI platform Nosto
- 29% of respondents said they're willing to pay more for sustainably made versions of same items
- 23% said they generally have a good idea of what fashion brands mean when they say they are committed to sustainability
- 52% of consumers in the UK and US want the fashion industry to become more sustainable
- 45% find it difficult to know which fashion brand are really committed to sustainability
- how retailers can encourage shoppers to buy sustainable brands:
- clearly label clothes that are made in sustainable ways (74%)
- offer discounts on clothing ranges that are more sustainable (62%)
- do more to advertise and promote clothing that are made in sustainable ways (62%)
- allow online shoppers to trade in their used clothes for discounts on new items (54%)
- automatically show people more sustainable alternatives to the items they are viewing online (43%)
- 56% of Gen Z want the fashion industry to be more sustainable
- 51% of millennials " "
- 55% of 35-44 " "
- 47% of 45-54 " "
- 50% of over 64s " "
- Nosto's CEO said: "of those that want a more sustainable fashion industry, 57% say that they try to keep clothes for longer because its better for the environment - among women this rises to 60% and 52% for men. These numbers underline the strength of feeling on the issue" "although brand are aware that consumers are increasingly concerned about sustainability in the industry, they need too be more transparent and get better at communicating how they're addressing it. Only 23% of consumers we questioned agreed they generally have a good idea of what brands mean when they say they are committed to sustainability "
- "buisness as usual costs the earth" was a slogan on one of the Extinction Rebellion posters
- Earth Day 2019 - those in the industry ask #WhoMadeMyClothes in remembrance of the 1138 garment workers who were killed when the Rana Plaza factory collapsed in April 2013
- "What we need to do is make it clear how fair and decent work and environmental protection are intrinsically connected" says Somers (founder of Fashion Revolution, the global campaign for a more transparent fashion industry)
- "human rights abuses, gender inequality and environmental degradation are all still prominent issues"
- textile production emits 1.2 billion tonnes of greenhouse gases annually
- Greta Thunberg = spokesperson for generation who are impatient for change and won't compromise on their ethics "you are never too small to make a difference"
- Stella McCartney launched the UN Sustainable Fashion Industry for Climate, other brands who signed it include; Burberry, Gap, H&M and Levis
- V&A's 'Fashioned From Nature' exhibition opened its eyes for visitors to realities of the industry e.g how thirsty cotton is
- H&M's Conscious Collection has leather jacket made using Pinatex (pineapples)
- Wellthred x Outerkwown collection at Levis uses 40% cottonseed hemp
- English (designer) incorporates waste materials from previous collections into products and offers her clothes for rental
- Burbey burnt £28m of product
- 'circular design' means the entire lifecycle of a product must be thought about at the design stage
- "circularity means not putting an end to the things you use" "in the last few years fashion has woken up, we've become aware of how aggressive the industry is and the impact our actions have" says Missoni (model and sustainability advocate)
- fashion is finally waking up to sustainability
- https://www.vogue.co.uk/article/has-fashion-finally-got-sustainable-2019
- "buisness as usual costs the earth" was a slogan on one of the Extinction Rebellion posters
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| XR protest in Oxford Circus |
- "What we need to do is make it clear how fair and decent work and environmental protection are intrinsically connected" says Somers (founder of Fashion Revolution, the global campaign for a more transparent fashion industry)
- "human rights abuses, gender inequality and environmental degradation are all still prominent issues"
- textile production emits 1.2 billion tonnes of greenhouse gases annually
- Greta Thunberg = spokesperson for generation who are impatient for change and won't compromise on their ethics "you are never too small to make a difference"
- Stella McCartney launched the UN Sustainable Fashion Industry for Climate, other brands who signed it include; Burberry, Gap, H&M and Levis
- V&A's 'Fashioned From Nature' exhibition opened its eyes for visitors to realities of the industry e.g how thirsty cotton is
- H&M's Conscious Collection has leather jacket made using Pinatex (pineapples)
- Wellthred x Outerkwown collection at Levis uses 40% cottonseed hemp
- English (designer) incorporates waste materials from previous collections into products and offers her clothes for rental
- Burbey burnt £28m of product
- 'circular design' means the entire lifecycle of a product must be thought about at the design stage
- "circularity means not putting an end to the things you use" "in the last few years fashion has woken up, we've become aware of how aggressive the industry is and the impact our actions have" says Missoni (model and sustainability advocate)
- https://fortune.com/2019/11/05/sustainability-marketing-consumer-spending/
- "consumers say they want more sustainable products"
- consumers have said they are willing to pay more for sustainable products
- research from New York university show shopppers aren't all talk but are actually following through with buying more sustainable goods
- "across virtually every category of consumer packaged goods, sustainability is where the growth is. While there still might be a gap between intentions and actual purchasing, if you look at our data the bottom line is there has been a massive shift in the last five years"
- https://www.consultancy.uk/news/20447/5-ways-fashion-retailers-are-becoming-more-sustainable
- five ways fashion retailers are becoming more sustainable;
- sustainable material e.g. better cotton grown under the Better Cotton Initiative (New Look are actually already doing this via their kind collection)
- recycled material (again, they are supposedly using recycled materials in their kind collection)
- high quality and long lasting (this would definitely be a massive improvement for New Look as their products are not high quality or long lasting)
- brands with a purpose e.g. what do they represent and what charities do they support (their values)
- ethical supply chain (brands should no longer use end-end business models)
- https://www.shopify.co.uk/retail/sustainability-in-retail-what-it-looks-like-and-why-it-matters
- how to make your retail buisness more sustainable;
- go paperless/ cut down on paper usage e.g. emailing receipts
- cut waste out of manufacturing process e.g. look for ways to recycle or reuse the waste
- look for clean energy options e.g. energy methods that consume and emit less waste like switching to LED lightbulbs
- recycle old goods
- be transparent
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