New research finds a surge in the number of fashion items sold with sustainability claims in the United States and the United Kingdom in 2018, signaling a clear shift in communications between retailers and customers.
According to the “SustainableEdit2019” report, from August 2018 to July 2019, the word “eco” was used Fashion products increased by 49%, the word “recycled” increased by 173%, the word “awareness” increased by 25%, and the number with “vegan” labels increased by 70%.
Edited, a retail decision-making platform with offices in the United Kingdom and the United States, stated that over time, sustainable content (and its iterative versions) will be marked on products. gradually increase. Since 2017, new online products in the United States and the United Kingdom with the word “sustainable” have grown by 125%.
However, as the report points out, consumers cannot fully understand whether products labeled “sustainable” by retailers are sustainable. Products with the word “sustainable” will have a better impact on the environment than other products.
◎Alternatives
Cotton is one of the most widely used materials, with about 2/ 3 ready-made garments use it as a material. Yet cotton fabric is also one of the most resource-intensive and carbon-emitting raw materials, prompting calls for cleaner and ethical alternatives.
Organic cotton grown without chemicals or pesticides has become an environmentally friendly option. British fashion e-commerce company Asos currently stocks the largest number of organic cotton products.
According to the report, the number of products labeled as containing cotton in the United States has increased by 83% since 2017. In the UK the number soared 127%.
Edited retail analyst Ashley Graham said: Retailers continue to look for innovative options that can replace cotton in order to seek more environmentally friendly raw materials. For example, if you choose linen as an important fabric in the 2019 spring and summer series, it has the symbol of environmental protection. As regulations on the hemp plant are relaxed, the potential for using hemp as a sustainable alternative to cotton will greatly increase.
Denim production is known to require large amounts of water and energy, and retailers are always looking for more sustainable production alternatives, such as the use of recycling Or remade fabrics that can effectively reduce the chemicals used in jeans production and save water and energy.
According to the report, the amount of denim labeled as “recyclable” has increased by 720% in the United States since 2017, and by 377% in the United Kingdom.
At the same time, Lyocell is biodegradable and manufactured using an endless recycling process. This process uses recycled water through melt spinning and is based on sustainability and affordability. With its advantages, Lyocell can be an alternative to cotton or Viscose fibers. Products branded as containing Lyocell have grown 36% in the US and 12% in the UK since 2017.
Are products more expensive?
The author of the report said: Sustainable products often have too much Expensive look and feel. Ethical fabric alternatives, as well as factors such as sustainable packaging and supply chain adjustments, play a role in pricing with markup strategies.
According to Edited, over the past few years, more mass-market brands have been incorporating sustainability elements into their product portfolios in response to consumers’ concerns about sustainability. sexual needs.
The report points out: When new categories of products enter the market, fluctuations may occur. It can take a while for brands to get their merchandise priced right, relying on what consumers are willing to pay. An analysis of the evolution of price positioning for mass-market sustainable goods in the United States found that for all product categories, price differentiation tiers have become increasingly broader over time with more pricing options.
According to Edited, in all cases, its sustainable product prices have remained the same or become more affordable than in 2017.
But are shoppers willing to pay more for more sustainable products? Edited pointed out that this is the case.
The report points out that looking at successful environmental pioneers such as Reformation, it is affirmative. But price isn’t the only factor in winning customers. Edited data points out that despite mixed views on price positioning, customers are willing to pay for environmentally friendly products if they are fashionable. Mass-market brands that want to compete in this space will need to adapt and sell products that are both fashionable and environmentally friendly.
