Why consumers care about sustainability in the Fashion Industry
People are increasingly cognisant of where and how their products are produced. Unsurprisingly, the fashion industry has not been immune to this trend. Sustainable fashion involves "the design, production and distribution of fashionable garments that reduce environmental impact while still meeting consumer demands for style and affordability."
The fashion industry typically accounts for about 18% of global production, and there is a great deal of potential to improve this number. While the fashion industry is not immune to the effects of climate change, there are many ways in which it can reduce its environmental impact.
1. What is sustainable fashion?
Sustainable fashion is "the design, production and distribution of fashionable garments that reduce environmental impact while still meeting consumer demands for style and affordability." Sustainable fashion is often thought of as the solution to the "fast fashion" model of the past 30 years where brands would use cheap overseas labor and inhumane working conditions which lead to an unsustainable business model. Fast fashion has caused many issues that are damaging the fashion industry as a whole, especially for mother nature. These models have been known to be extremely wasteful with because the majority of fashion is wasted and .
2. Why do consumers care about sustainability in the fashion industry?
Sustainable fashion is a worthy cause and people should care about it because it has many benefits for both the environment and society.
First of all, because of the devastating impact on our environment. It has caused many issues such as the acidification of the oceans due to widespread use of chemical-laden detergents and dyes, the production of polyester that takes hundreds of years to break down, and landfilling of garments.
Furthermore, a high quality garment, when appropriately cared for, can last up to 20 years. This saves the consumer money on repairs and replacement of clothing that has not been made to last.
And at last, high quality garments have a classic and timeless feel that transcends trends. Fashion items hold novelty that is lost with brands whose products are of lower quality and require frequent replacement.
How can NFC tags help sustainable fashion practices?
By implementing NFC tags into clothing brands, consumers can interact and learn about sustainability practices and join innovative circularity programs.
The first thing brands can do is to show responsibility for their environmental impact. When brands are more transparant about their sustainability and show how they reduce their footprint, consumers know what they're buying and can take their responsibility too.
Secondly, because of sustainability and circularity programs. These programs are working for fashion too; they reduce the environmental impact and organise the textile industry more sustainably. Because NFC tags make garments unique, it is easy to identify the age and history of the parka.
A great example of a program are the circular parka jackets of GoFranck. When a consumer acquires a GoFranck parka, they acquire a lifetime warranty. The parka's are high quality and therefore last infinite. But, when consumers want a new trendy parka, the consumer can return their old parka for a new one with high discounts on the new parka. After the exchange, GoFranck will make sure the parka is being reused into garments.
Another example is Levi's' "Recycle Jeans" program which includes turning old denim jeans into new ones through recycling at their Loveland factory in Colorado.
How can a brand start leveraging NFC tags in garments with Tappr Network?
It is pretty simple, get in touch with us, and we will lead you through 3 easy steps. We help you select and implement the appropriate NFC tags suitable for your garment. Afterwards, together we carefully define a mobile experience that meets your brand story and consumer expectations. And at last, we build and maintain the mobile experience, such that consumers are always connected with their favorite brands & products.
Get in touch now, reach out to [email protected]