Sustainability has taken over the fashion industry and -on the contrary to what many believe- it is not a trend, but a norm. Eco-friendly fashion brands are emerging continuously, fast-fashion chains are coming up with new sustainable approaches, and only-online businesses are taking steps towards an ethical customer experience. But what do these actions embrace? What long-term commitments are these businesses taking regarding our planet and people? What are, in fact, their responsibilities?
Before answering these questions, let’s start with an example. Over 2000 fashion and accessories brands sell their products via Zalando, making it the largest online-only fashion retailer in the European continent. Nowadays, neither of them is required to submit information regarding their supply chain. But in May this year, Zalando committed to make sustainability a requirement for all brands on the platform from 2023.
The company announced that they would implement an instrument called “Higg BRM” (Sustainable Apparel Coalition’s Higg Brand and Retail Module), which measures brands performances in areas regarding social and environmental impacts. Why is this so important? On the one hand, the direct consequence of these implementations means that brands will be comparable, and greenwashing methods will be avoided. On the other hand, the gathered information will be useful to come up with solutions for common problems among different brands.
In fact, brands who don’t adapt to this new norm will run out of business: half of the consumers today are concerned for the environmental and ethical impacts of what they wear, and this number is only growing every day.
According to the United Nations Industrial Development Organization, “Corporate Social Responsibility is a management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders”. In other words, it is how a company manages its environmental and social impact, and how it supports causes they stand by. The value that will differentiate a responsible business from another one is transparency.
How can Fashion and Lifestyle online businesses address their social and environmental commitments?
- Be transparent and detailed about the supply chain: where were the goods made? Who made them? What are their impacts regarding the planet and the people?
- Identify and define what ethical values the targeted customers are concerned about and address those demands by developing policies that will fulfil them. For example: adopt an annual report that shows the specific results of implementing said practices.
- Avoid dishonest marketing techniques, such as greenwashing. Avoid vague communication and opt for detailed conversations.
- Evaluate ethical certifications that are relevant for your audience and your business. For example, B Corp certifications.
- Assure your customers that their purchases are not only beneficial for themselves but the planet and society. Be specific about that connection between a product and the consumer.
Fashion and Lifestyle e-commerces that will put in action these advices will be ready to guide their businesses into the new era of sustainability.