The fashion industry has multiple issues regarding sustainability
that have plagued it for decades, and pose a genuine cause for concern for both
the industry and its effect upon the planet. It is predicted that if current
practises are continued into the foreseeable future, water consumption will
increase by 50% to 11 billion cubic metres, carbon footprint will increase to
2,791 tonnes, and the overall waste generated will amount to 148 tonnes.
These alarming figures are in spite of the fact that both brands
and retailers have been taking steps to minimise their impact. This includes
utilising sustainable cotton initiatives to assist in the reduction of water,
energy, and reliance on chemicals.
Cleaning Up the
Supply Chain
This move towards the use of sustainable cotton is the first of
many steps in ensuring sustainability across the whole of the fashion sector.
While it is much more expensive in comparison to conventional cotton, it has
been proven by research to be a much more sustainable alternative. This shift
towards a more ethical approach to fashion was also adopted by the household
denim brand, Levi Strauss, which commenced an initiative to phase out PFCs from its clothing
due to the risks that they are believed to pose towards both human health and
the environment. The brand also moved towards the use of textile finishes with
an alternative PFC-free finish that is not considered to be hazardous.
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| Image Source: roadmaptozero.com |
In addition to this, the Zero Discharge of Hazardous Chemicals
(ZDHC) has set itself a deadline of 2020 to improve
industry’s environmental guidelines for all products across the supply chain.
The ZDHC is composed of a collective apparel and footwear brands that are
planning on phasing out hazardous substances from their garments and footwear.
Millennials &
Generation Z
Marketing trends and behaviours are largely influenced by the
effect of mass marketing. However, in the case of fashion, there has been a
considerable shift away from over-consumption towards a more conscious
consumerism by generations Y and Z, and a desire to move towards
sustainability.
It has been claimed that Millennials are willing to pay greater amounts of money for sustainable,
better quality goods; this is not just the case for items of clothing as it also
extends to the food market.
The food sector has seen a shift towards greater demand for premium options particularly from Millennials
as they are expecting food products to be organic, GMO-free and sustainably
farmed which is helping to redefine the industry. Subsequently, this movement towards
conscious consumerism has transferred over into European diets, as reflected by
the rise in veganism amongst the
mainstream population across the continent. Germany in particular, is at the
forefront of this in Europe with Berlin being known as a vegan haven in
addition to being the leading country in vegan food launches globally with 10%
of the total German population adopting a vegan/vegetarian lifestyle
This is likely to precede a shift in consumers clothing buying
habits towards vegan shoes and clothing, as
buyers become more aware of their clothing choices and the impact of these upon
the environment.
The Millennial
Effect Upon the Economy
Now that Millennials are coming of age and have enhanced buying
power, there is evidence that their values and ethics will significantly alter
the dynamics of the economy in the long-term future. It is believed that the
demographic expresses and projects its own ethics and identity through their
purchasing decisions and the brands that they consume and champion.
Therefore, it is imperative that brands are sincerely
establishing themselves as being passionate about minimising their impact upon
the environment and appear passionate about doing so. If this is neglected, it
is likely that in the long-term they will simply shop elsewhere and choose a
brand that is able to fulfil their criteria.
How the
Sustainable Fashion Revolution Will Be Won
Sustainability is expanding expeditiously due to the innovative
and intuitive concepts incorporated by smaller sustainable fashions brands.
However, there is a large proportion of buyers who are currently unable to
access the sector due to a general lack of brand awareness and the higher price
points. For these reasons it is crucial that the move towards sustainable
fashion across the sector is implemented from
the very top. It is the duty of the buyers from the larger brands to
educate and supply consumers with ethically produced and sustainable fashion
that is easily accessible for a variety of budgets.
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