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Is the Fashion Industry IsBecoming the Fashion Sustainable? Industry
Becoming Sustainable? Posted By Henrietta Hedberg Whether the fashion industry is becoming more sustainable or not, is clear. They are. But it is the pace and the evolution of it that is of possible concern. Sustainability is developing into an inevitable marketing strategy. The consumers of luxury goods today are educated, and expect the fashion industry to become more sustainable. Multiple fashion houses are investing in the whole value chain. This is to ensure the sustainability across the value chain. The fashion industry becoming sustainable is going to be a slow process, but at least it has started.
Sustainability The luxury brand consumers today are a work in progress. LVMH just integrated a sustainability strategy, which is a definite step in the right direction. Francois-Henri Pinault hired a sustainabiility officer in 2012 and wants to put sustainability at the core of the strategy. The plan includes a reduction of CO2 emission and a reduction of water consumption.
Millennials The next wave of consumers care about sustainability. Therefore, the luxury houses are adapting to the current and definitely future expectations on fashion. The highly educated consumers are
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growing in numbers, milenaials are expecting more from brands. Transparency is becoming more important for the educated consumers especially when it comes to sustainability and corporate social responsibility. here is a growing value placed in buying less and buying better, with leading ethically minded brands now encouraging us to emotionally engage with what we buy.
Here are ways in which the industry is changing: 1. UN backed initiative calledDesign for Biodiversity by Armani and Hermes 2. LED lighting in Saint Laurent Stores 3. Heavy-metal freetanning at Gucci 4. Sustainable Woolat Stella McCartney 5. Eco AgeGreen Carpet Challenge 6. Karl Johan Persson of H&M is offering a â‚Ź1 million to those who come up with thenew recycling techniques.
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