Sustainability is becoming a much bigger conversation within the industry, especially with the rise of climate issues influencing how consumers shop for products. New trends are gaining momentum within the market in support of the movement, such as re-wearing/re-using products, buying second hand items, circular products, and plant based products. Brand honesty is becoming more necessary for consumers as they are able to learn about the ethics of the labels they are buying from.
When a brand becomes more sustainable, it creates products for consumers which are affordable, durable, ethically sourced, practical and still of a high quality. Consumers need these kind of products now, as they begin to change their lifestyles and consumption patterns into something more responsible. By buying sustainably, consumers avoid the fast fashion trend, by investing in items which will last longer and are more ethically sourced than many fast fashion brands.
The Covid-19 pandemic has seen a drastic change in consumer attitudes, alongside changes in production and supply chains. A report from Circular explained that more than a third (36%) of Brits are now buying products from companies which have stronger environmental credentials. Furthermore, 80% of Brits claimed they are planning to buy goods or services from companies in which they know have made efforts to be more environmentally friendly. According to a report published by EY, 80% of global consumers believe brands must be more transparent about their environmental impacts. A further 38% believe that responsible production and consumption should be a priority.
Some retailers are taking their consumers’ needs on board, creating sustainable collections making more ethical products more accessible, allowing an easier shopping experience.
CP Company Shell-R Hooded Jacket – £326 in the Luisaviaroma Sustainable Collection
CP Company Flatt Nylon Utility Pants – £253 in the Luisaviaroma Sustainable Collection
Forecasts for 2021 predicted that around 25% of store sales would be sustainable, a 2.7% increase from 2017. According to Nielsen, the US Sustainability market is projected to $125 billion by the end of this year. However, it’s not only difficult for brands to produce sustainable products, but packaging too. With plastic clogging up our shorelines, a report from the SAS (Surfers Against Sewage) revealed that 65% of branded packaging can be traced back to just 12 companies; showing us the impact that just a handful of brands can have on our environment.
Sustainability not only focuses on the environmental impact, but quality and lifespan of a product. The rise of counterfeit goods on the current market has become a challenge for consumers, as illegitimate items have recently become more apparent on the market. In April 2021, Certilogo found that 27% of items processed through the technology were fake. It is estimated around one in four items on the market are fake, which could be detrimental to the industry. Counterfeit goods can create problems for sustainability initiatives, alongside the production and distribution methods. They are often of a lesser quality providing a shorter product lifespan, increasing the likeliness of a product reaching landfill sooner. These illegal goods can result in a further negative environmental footprint as their production is unwarranted, therefore deemed potentially unsafe.
Slowly, brands are evolving into a new way of working towards a cleaner future. Certilogo provides a transparency for consumers when it comes to buying luxury labels, in turn, helping them to shop more responsibly. Using ‘smart tags’ to authenticate pieces, Certilogo helps consumers to spend on legitimate items instead of counterfeit goods. Technology like this can allow luxury brands to work in a more sustainable manner by building up consumer trust and avoiding the route of fast fashion or supporting illegitimate businesses. Encouraging consumers to use these technologies avoids confusion between fake and authentic products, which helps to prevent these items from reaching the market.