Sustainability and fashion, change in consumer habits

DRESSING CONCIENTIOUSLY

When we talk about fashion we think of an aesthetic question but it is more than that, it is an ethical question. Sustainability is no longer something new, but something that practically everyone is aware of, and the fashion world is no stranger to this reality. More and more brands are making a commitment in this area, either by launching new lines made of sustainable materials or by recycling protocols for their products.

 

CSR IN CLOTHING INDUSTRY

Organizations group their sustainability actions and interaction with their stakeholders under their Social Responsibility policy. The elements on which fashion companies are basing their strategy in this area are:

-Efficient use of resources: water, energy and chemicals
-Supply chain traceability
-Use of sustainable materials
-Environmentally friendly and safe work
-Recycling: closed system to maximize material reuse

 

I+D+I

This strategy of social responsibility is also linked to innovation. Investments in this area have meant the development of new, more efficient and effective production methods and new materials that we had never thought could be used in the manufacture of clothing and accessories, such as piñatex, tencel or plastic bottles.

 

SLOW VS FAST FASHION

But this is not enough if we continue to maintain the current model of fast fashion, buying clothes of low durability that we get rid of in a short time, generating large amounts of pollutants in the process. Consumers must be more strict in their actions, worrying about where the garments come from, how and where they are manufactured and/or by whom and in what conditions. The customer model must evolve towards one that is more demanding with brands, informing them of how they interact with society and how they communicate their activities.

The intangible of companies, which is their reputation, can be undermined by a policy that is not in line with the preferences of the new responsible consumer. This empowerment of customers means that companies that want to stay in the market have to prove that their social responsibility policy is not just a mere image wash but is part of their values.