When online customer reviews were introduced in the 1990s, most fashion brands and retailers thought it was a terrible idea, but reviews can be an extremely beneficial tool if used wisely. The advancement of social networks and constant connectivity has given great power to consumers, but there is also power in customer reviews for businesses.… Continue reading Turning negative reviews into positive outcomes
Wasteful consumerism has reached a crisis point in the era of fast fashion, but the manufacturing of clothing itself also has dire impacts on the environment. After aviation, the fashion industry is the world’s second most polluting sector, generating around 92 million tonnes of textile waste and consuming 1.5 trillion liters of water each year.… Continue reading Fashion’s race for new materials: the risks and the rewards
Fashion brands and retailers naturally work with a multitude of suppliers, which can number in the thousands for larger brands. Brands are expected to navigate and keep control of this complex and fast-moving situation while continuing to deliver safe and quality products to their customers. While it’s easy to think of individual suppliers as little… Continue reading Why it’s time to empower your suppliers
As eco-conscious consumerism continues to rise, sustainability has become a powerful marketing tool for brands and retailers. However, the process can backfire and actually damage brand reputation if your brand cannot prove its sustainability statements, or worse still, is accused of misleading customers with false claims. On the flip side, companies that successfully promote their… Continue reading Getting your green claims right
Growing demand for sustainable products from consumers, governments, and NGOs has made the use of recycled materials in fashion tremendously valuable to brands as well as the environment. The COVID-19 crisis has also deepened this engagement with sustainability, driving consumers to pressure fashion brands to consider their social and environmental impacts and uphold their responsibilities.… Continue reading Sustainability science: ensure your recycled polyester claims are genuine
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