{"id":3342,"date":"2022-05-22T21:39:06","date_gmt":"2022-05-22T21:39:06","guid":{"rendered":"https:\/\/sgtgroup.net\/2020-fashion-industry-trends-a-focus-on-sustainability-raw-materials\/"},"modified":"2024-05-11T10:05:37","modified_gmt":"2024-05-11T10:05:37","slug":"2020-fashion-industry-trends-sustainability","status":"publish","type":"post","link":"https:\/\/www.sgtgroup.net\/es\/2020-fashion-industry-trends-sustainability\/","title":{"rendered":"Tendencias de la industria de la moda en 2020: La sostenibilidad en el punto de mira"},"content":{"rendered":"

El\u00a04th annual State of Fashion report<\/a> by the Business of Fashion and McKinsey & Company\u00a0was released last month and reveals the 10 key trends that will shape the fashion industry in 2020. And among them sit the key topics of sustainability and raw materials.<\/p>\n

 <\/p>\n

10 Trends Influencing The Fashion Industry in 2020<\/h2>\n\n\n\n\n\n\n\n
\n

Trend #1:\u00a0On High Alert<\/h4>\n

Continued caution is advised for the year ahead as mounting underlying turmoil could disrupt relations among both developed and emerging market economies.<\/p>\n

 <\/td>\n

\n

Trend #6: Materials Revolution<\/h4>\n

Fashion brands are exploring alternatives to today\u2019s standard materials, with key players focused on more sustainable substitutes that include recently rediscovered and re-engineered old favourites as well as high-tech materials that deliver on aesthetics and function.<\/td>\n<\/tr>\n

\n

Trend #2:\u00a0Beyond China<\/h4>\n

China will continue to provide exciting opportunities and play a leading role in the global fashion industry, but the colossal market is proving harder to crack than brands anticipated.<\/td>\n

\n

Trend #7: Inclusive Culture<\/h4>\n

Consumers and employees are putting increasing pressure on fashion companies to become proactive advocates of diversity and inclusion.<\/td>\n<\/tr>\n

\n

Trend #3:\u00a0Next Gen Social<\/h4>\n

As traditional engagement models struggle on established social media platforms, fashion players will need to rethink their strategy and find ways to maximise their return on marketing spend.<\/td>\n

\n

Trend #8: Cross-Border Challengers<\/h4>\n

Established fashion brands and retailers will face growing competition from new Asian challengers, as manufacturers and SMEs step out of their traditional roles and sell directly to global consumers.<\/td>\n<\/tr>\n

\n

Trend #4: In the Neighbourhood<\/h4>\n

Consumer demand for convenience and immediacy is prompting retailers to complement existing brick-and mortar networks with smaller format stores that meet customers wherever they are and reduce friction in the customer journey.<\/td>\n

\n

Trend #9: Unconventional Conventions<\/h4>\n

Traditional trade shows must respond to the increase of direct-to-consumer activity, shorter fashion cycles and digitisation by embracing new roles and fine-tuning their target audience.<\/td>\n<\/tr>\n

\n

Trend #5:\u00a0Sustainability First<\/h4>\n

The global fashion industry is extremely energy-consuming, polluting and wasteful. Despite some modest progress, fashion hasn\u2019t yet taken its environmental responsibilities seriously enough.<\/td>\n

\n

Trend #10: Digital Recalibration<\/h4>\n

Valuations of digital fashion players have reached dizzying levels and, despite a slew of high-profile IPOs and private firms achieving unicorn status, investor sentiment is taking a turn for the worse.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

A Focus on Trend #5: Sustainability First<\/h2>\n

According to the report, sustainability has become one of the main challenges for the fashion industry, as well as presenting the biggest opportunity – particularly at a time when the topic is making headlines. Indeed, Generation Z (born between 1996 and 2019) is the generation most willing to pay more<\/a> for products that have the least negative impact on the environment.<\/p>\n

The report states that\u00a0while consumers are more aware and curious about sustainability, they are still unsure of what it means<\/strong> or how to identify sustainable brands<\/a>. Furthermore, there is a mistrust of brands by consumers who have accused them of greenwashing<\/a> by using \u2018sustainability as a marketing strategy without a significant positive impact on the environment.\u2019<\/p>\n

Different levels of maturity mean different needs. Some fashion brands might require\u00a0<\/span>help to understand where to start with sustainability<\/span><\/a><\/span>\u00a0while others might be looking to secure their image with concrete and verifiable improvements of their factories and\u00a0<\/span>product\u00a0performance<\/span><\/a><\/span>. With the support of an independent third party that can\u00a0<\/span>develop and verify the green credentials<\/span><\/a><\/span>\u00a0in their\u00a0supply chain, brands can avoid accusations of greenwashing<\/span>.<\/span><\/p>\n

A Focus on Trend #6: Materials Revolution<\/h2>\n

Fiber technology and materials science are no longer \u2018confined to specialists, sports and outdoor players and the margins of the fashion industry’, states the report.<\/p>\n

In 2020, the industry will face\u00a0a real materials revolution towards more sustainability, functionality, and e-textiles\u00a0(such as 3D printing). Indeed, companies around the world are set to file eight times as many fiber innovation patent applications in 2020 as they did in 2013, according to McKinsey\u2019s analysis. Some of the innovations include, for example, chip-containing fiber and alternatives to latex such as\u00a0Pi\u00f1atex.<\/p>\n

 <\/p>\n

Three main drivers<\/strong>\u00a0are influencing this revolution:<\/p>\n