Representative image While parts of Europe experienced their wettest summer in recent memory this year, India was hit by a weather disaster of a different kind: record-breaking temperatures battered the nation’s capital, bringing Delhi to a screeching halt.
Recurring climate crises around the world have driven consumers to demand cleaner and more transparent supply chains. Despite calls for accountability, the number of fashion brands disclosing their annual production volumes is declining year by year.
The reality of the fashion industry is that we produce more than we can consume. Despite the rise in eco-consumerism sentiment, there is no doubt that fast fashion will continue to dominate the global retail market. Unless the problem of overproduction is resolved, fashion will remain one of the largest contributors to the world’s carbon footprint.
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The responsibility for ethical consumption cannot be placed solely on the end consumer. Over the years, a challenging ecosystem has been created that makes sustainable consumption out of reach for most people. Fast fashion has squeezed the middle market, creating a system where prices are lower than ever before, encouraging customers to buy in bulk rather than investing in quality. For most retailers, the only option to survive is to cut corners in production to match prices. The third wave of fast fashion, generally the manufacturer-to-consumer model, has emerged, further disrupting the industry. Competition in the non-luxury fashion market has never been fiercer.
While measurable change will require industry-wide intervention, companies can take steps to boost consumer trust. Investing in non-traditional retail systems that simplify ethical consumption is ideal for companies looking to diversify.
One example is return and repair services, which encourage consumers to extend the product’s lifecycle while at the same time encouraging them to re-engage with the company later. Access models such as rental services can also be employed as alternative sustainable revenue streams, allowing customers to enjoy the benefits of ownership without the costs and environmental burden associated with ownership.
Brand messaging plays a big role in how consumers engage with sustainable fashion. Information is key, and customers need to know what to look for when making a purchasing decision. While fast fashion focuses on micro-influencers and social media trends, slow fashion must focus on creating a loyal, authentic community. Customers want to hold companies accountable, and companies that are transparent about their sustainability metrics will continue to earn their trust in the turbulent times ahead.
(Disclaimer: The views expressed are those of the author and ETRetail.com does not necessarily follow them. ETRetail.com is not responsible for any damage caused to any person/organisation directly or indirectly.)
Published on July 30, 2024, 11:53 AM IST
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