Drapers’ Post

🌟💡 Key Insight: Integrating Sustainability into Marketing Strategy 💡🌟 Reflecting on insights shared by industry leaders in a recent article by Business of Fashion, one key takeaway emerges: the pivotal role of marketing in driving sustainability within the fashion industry. A CEO revealed that a staggering 80% of their strategic focus revolves around marketing. This revelation underscores the transformative power of weaving sustainability into the fabric of marketing campaigns and design processes. It's not merely about product innovation; it's about communicating values and catalyzing change. Embracing sustainability isn't just a choice; it's a strategic imperative for brands aiming to resonate with today's conscious consumers. Let's embrace the challenge with courage and conviction, recognizing that sustainability isn't just a trend—it's the future of fashion. Understanding this element is why our team is looking to make the GIFTD B2B product essentially a Marketing offering. More on this #soon 🌱💼 #SustainabilityInFashion #MarketingStrategy #FashionInnovation #SystemChange #BusinessInsights read the article: https://lnkd.in/enc3ATUZ

The community class of the 202030 – THE BERLIN FASHION SUMMIT encouraged the participants to a fruitful discussion around the subject of “How to communicate new materials (better) to brands and consumers supporting next-gen material innovation”. The event has clearly shown that there is a need to address the subject to a wider audience to accelerate better-informed decisions when using next-gen materials. Swipe left to see the focus topics and the key points from the Community Class discussions. Feel free to comment and share your thoughts below! Photo credit: Debora Spanhol #202030summit #connectingprogressiveminds #berlinfashionweek #nextgenmaterials #sustainability #mediacommunication #circulareconomy #sustainablefashion #future #fashionindustry #ecofashion #consumer #matieralinnovatiion #storytelling #collaborations #greenwashing

“Fast beauty” is a problem that is just as concerning as “fast fashion.” Read more about the problem below and, if your brand or business needs help navigating sustainability, Good On You is here to help ...

Such an interesting report Michelle Le Goff, thanks for sharing. This is something we can surely all have more an eye on. There is a lot in there, but this caught my eye: 1️⃣ What makes our products #sustainable? The products used or also the process by which the garment is made? When we look at the size of the fashion industry, and their reliance on #fossilfuel, clearly all should matter. 2️⃣ Do we need all the clothes we buy? As a past #shopaholic I know the feeling and pleasure that buying brings. But does that make it right? Can we shop our way out of the climate crisis? 💣 No donating it does not make it right, sadly! Thousands of tonnes of clothes, even if donated to charities are #incinerated every year. 3️⃣ Can we dress up the next 6 #generation without the need to produce more? In the UK the average adult has 118 items of clothings in their wardrobe, a quarter of which has never been used. This apparently makes 1.6bn of unused clothes in the UK alone. Can you strect this globally? 🌺 What can you do to help our planet? 👉 I have found immense pleasure selling things on Vinted. 👉 I have also learnt in last few years that it is not the clothes, but what’s inside them, that really matter. …while still enjoying looking presentable - (excludes 👦👦 drop offs) Lyn Lapworth - ECO for ALL you might find this very interesting

Just finished reading the “What Fuel Fashion” report, and it had a few surprises! Some brands I thought were sustainable actually aren’t, which shows how powerful marketing can be. If you’re short on time, check out slides 20 and 21—they’re especially useful for making smarter shopping choices. Thanks Paul Goff for sharing this insightful report and kudos to H&M for taking steps in the right direction. #Sustainabilty #WhatFuelFashion

🌿 Excited to share my latest research, "Engaging in Fashion Take-Back Programs: The Role of Loyalty and Perceived Benefits from a Social Exchange Perspective," published in Sustainability! This study, through the lens of social exchange theory, examines why consumers participate in fashion brands' take-back programs and how their loyalty to a brand shapes their perceptions of economic, environmental, and convenience benefits. It also highlights the role of environmental concern in driving these decisions. I am grateful to my advisor, Dr. B. Ellie Jin, and the reviewers for the improvement! Read the full article in PDF: https://lnkd.in/gTczSTYT #Circularity #Sustainability #Textilewaste

What's the toughest barrier to truly transform the fashion industry today? It's all about changing mindsets and behaviours. Brands often dodge accountability, shying away from genuine sustainable practices. Meanwhile, consumers drown in a sea of products, searching for clarity. Policy makers seem disconnected from both brands and the textile sector. We’ve got a mountain to climb. At the 𝗗𝗲𝗻𝗶𝗺 𝗗𝗲𝗮𝗹, we embarked on this journey three years ago, crafting an ecosystem where stakeholders unite. Our approach? Pragmatic, with clearly defined goals. Join us in driving meaningful impact. How will you contribute to this transformation? #denimdeal #circularfashion #responsiblesourcing #collaboration

Part of the job as a buyer is anticipating future trends and opportunities. When I first made the shift from fashion buyer to sustainability lots of people questioned my move. But I knew that sustainability WAS the future of the industry and building a 'culture of care' and shifting from a linear to circular business model was the only way to do business for long term survival in the future of fashion. Thanks Save Your Wardrobe and Hannah Al-Rasekh for the feature in your blog series and sharing my insights. #sustainablefashion #circulareconomy #enkel

Introducing Beyond The Buy: our new series on post-purchase perspectives from industry leaders! 🚀 We spoke with Lydia Brearley, founder of enkel and the Sustainable Fashion School, whose journey into sustainability was sparked by an eye-opening experience where she witnessed the chilling reality of environmental degradation. She now shares her vision on why circular practices matter now more than ever. Brearley’s commitment to sustainability has reshaped her approach to the fashion industry, particularly focusing on practices that foster long-term loyalty and accountability. As Lydia puts it, “Building repair and aftercare into the point of sale helps customers understand the lifetime value of a product.” In our in-depth interview, Lydia reveals: 🔄 Why repair and resale aren’t just trends but long-term loyalty builders 📲 How Digital Product Passports (DPPs) are redefining product life cycles 🌱 Practical steps for brands to navigate sustainability with real impact Discover more insights in the full interview on our blog 👉 https://lnkd.in/dYnHvSPP #CircularFashion #Aftersales #CareAndRepair

A question to think about for everyone in the #SustainableFashion industry, or #sustainability in general. When filling out online forms for funds or accelerators, whether they are focused on sustainability or not, I often encounter the question: "What consumer problem/pain are you solving?" This question is particularly complex when it comes to sustainability, especially in the #fashion industry. Firstly, the fashion industry, by its nature, does not address any existential or "real" consumer problem per se. While there are certain pain-points from the domain of psychology (that after all make the industry so successful and one of the most profitable globally), the reality is that no one lacks clothing today. In fact, people have too many clothes, and that actually IS the problem! BUT- it is not the consumer's problem. It is the planet's, environmental problem! Focusing solely on consumer needs without considering environmental and social consequences has brought us to this critical point. Yes, you could say that for a growing number of conscious consumers the problem could be the lack of sustainable (not green-washed) choices, but our focus should not be limited to this niche. From both a business and, more importantly, sustainability standpoint, we should address all consumers. In fact, to create an impact, the ideal consumer should NOT be someone who is already socio-environmentally concerned. It is possible to reconcile these things and stay dedicated to the consumer (and that's what my team and I do, seamlessly, without guilt-shaming). However, these kinds of generic questions are really challenging to answer and also make you think about the relation between the conventional business focus on the consumer instead of environment, and the (fundraising) challenges within the current evaluation frameworks when it comes to sustainable fashion. Or sustainability in general. Whether the customer is a business or an individual, it's time to shift the focus to what this planet needs.