Why the Future of Fashion is Sustainability

Why the Future of Fashion is Sustainability

Written by Sufiana SharuddinNovember 30, 2020

Why the Future of Fashion is Sustainability

Sustainability has always been on the top of fashion’s laundry list. One of the most polluting industries in the world, fashion emits more waste than the flight and shipping industries combined. Beyond its environmental effects, the industry has also been accused of multiple ethical malpractices in its workforce, often sourcing from third-world countries where thousands are forced to work under terrible conditions.

Over the years, mass consumption and the trend-driven nature of fashion has taken a toll on the environment. From piles of clothes clogging up landfills to microplastics in the sea, governments had to intervene, ordering a major clean up job from the world’s biggest apparel and fashion corporations.

Just before Covid-19, French President Emmanuel Macron and François-Henri Pinault, CEO of Kering, revealed the Fashion Pact at the G7 summit last year. Aimed to dramatically reduce the environmental impacts of the fashion industry, the coalition was signed by over 70 fashion companies, including the likes of H&M, Nike and the PVH group.

While it seemed like the groundwork for a more sustainable future had been laid, many were worried the economic implications of the pandemic would derail the industry’s plans…only for it to add fuel to the situation as consumers were left appalled by the actions of fashion companies abandoning its suppliers and factory workers, creating an even larger humanitarian crisis.

However, as all of this was happening, a demand for more ethically sourced products started to gain momentum. Consumers, now more aware than ever, are more insistent of product transparency, especially in its sourcing claims and the materials it’s composed of.

Despite popular belief, sustainable sourcing counts only as a small fraction of reducing a brand’s carbon footprint. To achieve full sustainability, the efforts must go further than just the supply chain. This means rethinking the way brands produce collections, the retail calendar and ultimately, creating a more circular lifespan for fashion products.

Sustainable Fashion Merchandising

To get to the root of the problem, the sustainable mindset has to start before the collection is even made.

An issue that many brands face at the end of the season is excess inventory. Typically contributed by poorly planned product cycles, fashion’s rigid seasonal calendar of Spring/Summer and Fall/Winter requires brands to launch products way ahead of the real corresponding season. Essentially, it means brands are releasing spring products in winter and summer products in fall.

It is important to remember that this system was created prior to the online shopping craze, when brands only had physical stores, and shipping and distributing inventory to all these locations took several months.

However, today’s shopper is a ‘buy-now-wear-now’ consumer. As online shopping grows more common, even the concept of a seasonal collection is outdated.

Because of this seasonal misalignment, brands are often left with piles of unsold stock that require markdowns to clear. This further impacts exit margins, leading to reduced profits and if worse, more waste in the landfill.

Why the Future of Fashion is Sustainability - proposed seasonal launch timeline
The proposed seasonal launch timeline. Source: Fashion’s New Normal: Championing Sustainable Practices report

However, the solution to this problem is inherently simple. By reworking the trading schedules and planning product launches closer to the season, brands are able to provide consumers with products – when they actually want them – and delay the need for markdowns to clear inventory. Furthermore, by expanding a product’s shelf life, it is able to be sold for a longer period of time at full price.

This exact strategy was used by H&M for their summer product launch this year. Omnilytics captured that the brand launched its collection on 1 June 2020, less than a month before the official start of summer in the US. This eventually helped the brand to have a more robust trading season, steering clear of deep discounts and improving its stock position.

Consolidated Sourcing

Brands that relied on international sourcing were among the most affected by lockdowns. Unable to get inventory across the border, many brands were forced to resort to near-shore sourcing to fulfil their production needs.

For example, brands like H&M that source the majority of their products in China encountered various logistic problems in receiving their orders. As a result, production had to be quickly shifted to alternative sourcing locations such as Vietnam and Mexico.

While sourcing from multiple locations undoubtedly increased production cost, an upside to this was that many were able to expedite lead times by avoiding long haul shipments. Concurrently, not having to import products from overseas resulted in brands lowering their carbon emissions greatly. Shifting to suppliers nearer to home also provided more flexibility for brands to react to shifting demands, even during a season.

As mentioned earlier, the growing number of conscious consumers has also urged fashion brands to further explore sustainable materials. One of the materials that saw the highest growth this year was Better Cotton, a more ethically grown and sourced form of cotton. Omnilytics data showed an 800% increase in the number of new Better Cotton products compared to the same period last year.

Why the Future of Fashion is Sustainability - Levi's Wellthread Collection
Levi’s Wellthread Collection. Image credit: Levis.com.au

The use of recycled materials and hemp have also increased as driven by the denim segment. Levi’s currently has a sustainable-focused capsule called the ‘Wellthread Collection’ which features hemp as the main cotton substitute.

Hemp is not only more sustainable but also more economical compared to regular cotton, as it requires approximately 70% less water to produce while occupying less space.

The Dangers of ‘Greenwashing’

As sustainable fashion becomes increasingly part of the industry narrative, it’s still far too common for brands to falsely advocate sustainability to capitalise on its growing consumer base.

Even well-intended brands have fallen trap to greenwashing due to the lack of transparency in third-party suppliers and the wider supply chain. Before communicating these efforts publicly, brands must ensure they are advocating sustainability in an authentic way and the information shared is entirely accurate.

For example, brands like Patagonia and Levi’s have integrated detailed information regarding the origins of their materials and production processes in the garment tags of each product. Everlane took the concept of transparency even further by sharing how the price of a product is calculated through a diagram displayed on the product page. The diagram called ‘Transparent Pricing’ explicitly discloses all the costs involved in producing and shipping.

Why the Future of Fashion is Sustainability - Choose what you pay Everlane.
An example of Everlane’s Choose What You Pay discount. Image credit: Everlane.com

Beyond just product information, Everlane also practices the ‘choose what you pay’ concept which allows customers to decide how much they are willing to pay for an item and understand the effects of cost on product development.

This concept was initiated to help Everlane get a better idea of consumer demand and avoid overproduction by only focusing on an optimal number of units. Although seemingly a risky move, revealing the true cost behind their products resulted in 12% of customers purchasing the item at a higher price.

The Future of Fashion is Sustainability

As stated by Michael Kobori, the former Vice President of Sustainability at Levi’s, “Sustainability is probably number nine or ten in the list of factors that they use to choose [a pair of jeans]. But all other things being equal, sustainability can be a differentiator for the brand.”

By now, most professionals in the industry are in agreement that the current way of operating is not only damaging but is also unprofitable in the long haul. With the impacts of climate change progressively affecting our daily lives, the call to build a more sustainable future is louder than ever.

A growing niche with indispensable importance, sustainable fashion is not just another opportunity to fulfil corporate responsibility but to bring genuine change and forge a more resilient fashion industry that is free of all negative implications.

This article was originally published at Inside Retail Australia in November 2020.

Receive Weekly Industry Roundups

Sign up to receive the latest industry insights, news and weekly updates delivered straight to your inbox.

You might also like

Navigate the crisis with Omnilytics

Learn how our fashion retail clients make better decisions with ecommerce analytics