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Sustainability Pulse #5

Sustainability Trends & News Worth Exploring — August 16

Monday, AUGUST 16, 2021/ Finely crafted by Vera Lovici

Greetings, fellow eco-activists! I'm out of coffee this morning and living life on the edge by writing this thing with no caffeine. Our agenda: Let's discuss the marketing of "climate positive" in the fashion industry, the benefits of virtual fashion, and as pandemic restrictions lift in some areas of the world, consumer intention to buy sustainable fashion has increased.


Will This Be the Season of "Climate Positive" Fashion?


Thank you, Emily Farra, for this open call-out on the "climate positive" marketing in the fashion industry. We agree that actual action is needed, and cross-brand collaboration in a shared supply chain will get us there much faster.

"Fashion is nowhere close to "being sustainable," and designers need to come to grips with the fact that no matter what fabrics or packaging they choose, we're still producing and consuming too much. Overconsumption has surpassed overpopulation as the leading driver of climate change, and research shows that we actually buy more when items are labeled with words like "recycled" or "circular."

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21 sustainable fashion brands for ethical vegans


By now, sustainable fashion has become more than just a buzzword. Consumers are up to speed with the issues that surround the clothing industry and are demanding better products.

While sustainable fashion is not a regulated term, it usually refers to clothing made with eco-friendly and organic fabrics, uses slower production models, and uses fewer resources to create.

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The environment is Gen Z's No. 1 concern – and some companies are taking advantage of that


As America's youngest generation begins to enter the consumer market, workforce and voting booth, they have proven to be on a mission toward improving their planet. But as some companies attempt to meet Gen Z's demands for sustainability, others might merely be presenting a façade.


This desire for sustainable products among Gen Z is robust. According to a 2020 report by First Insight, 73% of Gen Z consumers surveyed were willing to pay more for sustainable products, more than every other generation. And, despite being the youngest cohort with many still in school, they were willing to spend the most in added costs, with 54% saying they would pay more than a 10% increase in price for a sustainably made product.

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Benefits of Virtual for Fashion


In my role as a marketing coordinator for Voor3D, a SaaS-based virtual showroom designed to digitize processes downstream to design, I learned more about the virtuality of fashion, and I've shared in an article.

This feature lists some of the benefits of virtual fashion and how technology should evolve across different segments of the fashion value chain. Brands and suppliers are improving their development and production processes. Retailers are enhancing the customer experience while pushing for sustainability. Consumer awareness and communication have vastly improved…all due to the advancement of technology.

Digital fashion has been part of global brands' real-world strategy for a while now. Making it up for smartly saving the environment and staying ahead of the technology curve means strengthening most industries' competitive advantage.

We all know that the fashion industry is big business, with the global fashion industry worth a staggering $2.4 trillion. With AR forecasted to be evaluated at $60B and VR projected at $34B, making it is a huge investment opportunity in terms of technology. Technology has undeniably altered virtual fashion and has brought positive changes in the fashion industry throughout its value chain, touching every aspect of each stakeholder.

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The British fashion industry failed an inclusivity test.


There is cause for alarm in the British fashion industry where inclusivity and greater representation continues to be lacking, impacting a loss of potential revenue (not that the fashion industry in the US is more sustainable).

The report 'Representation and inclusion in the fashion industry', published by the All-Party Parliamentary Group for Textiles and Fashion, found 68 per cent of people have experienced or witnessed discrimination in the fashion industry based on appearance or beliefs.

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