Experts have predicted that sustainability will continue to be a key eCommerce trend in 2022. So, how can fashion brands be more sustainable in 2022?
While the second-hand clothing market has soared in popularity, the need and desire for new fashion pieces are still strong. Consumers wanting to make more conscious choices means that finding ways to make fashion more sustainable is vital to stand out in a saturated market.
In this article, we will outline some key ways that fashion can be more eco-friendly. From materials to marketing, here are some important ways that retailers and brands can up their sustainability credentials in 2022, and beyond.
Sustainable supply chains for eco-friendly fashion
In order to avoid making false sustainability claims, 2022 is the time to explore supply chains. Customers value transparency, so traceability is vital for building consumer trust and loyalty.
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This presents an excellent opportunity for businesses to raise the visibility and value of supply chain strategies and operations. From exploring the origins of all materials to offering delivery options that are kinder to the environment, adopting sustainable innovations can help companies stand out as eco-champions.
See sustainability as an opportunity to reassess processes, systems and best practices. Evaluating eco-credentials may shine a light on areas of the business that are being wasteful, whether that’s financially wasteful, materials not being used effectively or inefficient time use.
By refining supply chains, businesses can cut their carbon footprint and increase customer satisfaction. Be sure to share sustainable swaps and improvements or changes in supply chains with customers, on social media or in-store.
Planet-friendly materials
Take a bigger picture view on materials. There’s no denying that sustainable, hand-made or eco-friendly clothes cost more than mass-produced fast-fashion pieces. That’s because all people involved in the making and selling process will be fairly paid, materials will be high quality and could cost more to actually produce.
However, with 65% of customers willing to spend up to 20% more on sustainable purchases, switching to sustainable doesn’t have to mean a financial loss. This goes beyond switching to organic cotton, though.
Thought Clothing is one example of a brand that sources ethical and sustainable materials, they state that “Each piece is crafted using kind fabrics such as hemp, cotton, and bamboo so you can look good while also protecting the planet”.
Finding innovative materials that keep costs fair, and the planet healthy is one of the best ways to become more eco-friendly.
Marketing Sustainably
Making the move to eco-friendly fashion is definitely something to shout about! Use social media and other areas of content marketing, like email or blog, to expand further on sustainability updates and engage with the community.
Whether it’s sharing updates to the supply chain, celebrating the launch of more eco-conscious collections or simple facts about business eco-credentials, updating existing and potential customers with developments will encourage customer loyalty and improve brand image.
But, it’s important to avoid greenwashing at all costs. With 42 percent of companies exaggerating their sustainability claims, it’s important not to share false information about your eco-credentials. Customers will value transparency and will appreciate honesty and self-criticism and could even help share sustainable choices made.
Think Full-Cycle for eco-friendly fashion
Refining supply chains, switching to sustainable materials, and sharing the message on social is great for sales, sure! But to be truly sustainable, think about the full cycle.
Reduce, reuse and recycle is not a new concept. But how can fashion brands help this cause? Helping customers to responsibly dispose of unwanted garments could stop clothing from ending up in landfills, but also be reused in future collections.
Encouraging customers to return old or unworn to stores, with money off or store credit incentives, could increase return and repeat customers. Recycling and reusing donated materials can also be reworked into new pieces.
Giving guidance on how to best care for garments, like washing instructions, could optimise the longevity of clothes. Offering mending services, or sharing mending tips customers can try at home will also increase brand loyalty.
Final Thoughts
As sustainability continues to be on all consumers’ conscience, clothing retailers and brands can really benefit from upping eco-friendly fashion offerings to meet customer demand and the rising climate concerns.
Being truly sustainable can take time, so starting to sow those seeds in 2022 will mean that businesses can set their long term sustainability goals that can continue for years to come. By making small sustainable changes, brands can become champions of conscious fashion.
