The fashion industry will adopt sustainable practices across their supply chain in 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 02, 2020, 8:35 AM UTC

Reducing waste is environmentally-friendly and cost-effective for manufacturers.

This article argues that consumers are unhappy with the existing status quo involving the fashion industry and sustainability. According to Global Fashion Agenda’s report, 75% of consumers rate sustainability as “very or extremely important”. With the fashion sector accounting for over 8% of all global climate impacts, the author highlights how the industry is becoming environmentally conscious.

For example, Everlane has replaced traditional virgin plastic with recycled plastic in synthetic clothing, and Dorsu uses dead-stock fabric. 2020 will see more brands adopting best practices and sharing it with the industry.

Consumers will drive change by reducing their fast fashion purchases, and choosing durable clothes instead. Technology will come into play with data analytics optimising fabric usage, and cloud computing sending information across design studios to make clothes on-demand.

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[4 minute read]