Sustainable Fashion: What Works, What Doesn't
The fashion industry stands at the crossroads of environmental and social responsibility, significantly impacting the planet and its workforce. As sustainability shifts from a choice to a necessity, brands face mounting pressure to innovate and transform their operations.
Meeting these demands requires more than just a change in mindset—it calls for strategic planning and adopting practical tools. Technology is pivotal in this transformation, enabling brands to achieve sustainability goals through efficient resource management, transparent supply chains, and exploring innovative material sourcing.
In this blog, we’ll explore what sustainability truly means for the fashion industry, uncovering actionable strategies and technologies to help brands make a tangible, positive impact.
Why Sustainability Matters in Fashion
The fashion industry is one of the most resource-intensive and environmentally impactful sectors worldwide. Significant social challenges match the environmental consequences.
The industry accounts for approximately 10% of global carbon emissions and contributes to 20% of global wastewater production.
The rise of fast fashion has amplified these challenges, driving overconsumption and generating an estimated 92 million tons of textile waste annually.
Many garment workers, particularly in developing countries, are trapped in a cycle of exploitation, earning far below a living wage.
The Clean Clothes Campaign estimates that nearly 43 million workers in the global fashion supply chain are paid below minimum wage, raising critical concerns about ethical labour standards and transparency in fashion.
These pressing issues demand immediate action from fashion brands to embrace sustainable fashion practices. Ethical sourcing, eco-friendly materials, and circular fashion principles are no longer optional but essential to addressing these challenges.
Let’s look at what works for sustainable fashion and what doesn’t.
What Works for Sustainability for the Fashion Industry?
Prioritize Ethical Sourcing
Sustainability begins with materials. Ethical sourcing ensures that the raw materials used in manufacturing are environmentally friendly and socially responsible. For example, organic cotton significantly reduces water usage and avoids toxic chemicals, while recycled polyester minimizes dependence on new plastics.
Ethical sourcing practices could decrease supply chain costs up to 16%.
Certifications like GOTS or Fair Trade help guarantee that materials meet sustainability standards, providing credibility to your efforts.
Embrace Circular Fashion
Today’s customers are increasingly values-driven, placing a high emphasis on ethical practices and loyalty. To achieve long-term loyalty, businesses must focus on the human aspect of their operations.
The resale industry is increasing at 11 times the rate of traditional retail. Encouraging customers to resell or recycle their goods decreases waste while also increasing company loyalty.
This shift toward circular fashion emphasizes designing products with their entire lifecycle in mind. What can brands do?
- Garments should be repairable, reusable, or recyclable to minimize waste and promote sustainability.
- Businesses must engage with customers through trade-in or repair programs.
Incorporating these circular practices into the business model supports sustainable supply chains and demonstrates a commitment to responsible production. By focusing on longevity rather than disposability, brands can stay ahead of shifting consumer expectations and regulatory pressures while contributing to the broader goal of reducing textile waste.
Invest in Sustainable Materials
Innovative fabrics like Tencel, hemp, and biodegradable textiles are transforming the industry. These alternatives require fewer resources and generate less waste than conventional materials.
For example, shifting to organic cotton can cut water usage by 91%. Investing in such materials demonstrates forward-thinking leadership and enhances brand value.
Demonstrating this commitment to sustainability showcases forward-thinking leadership, enhances your brand’s value, and strengthens your position in an increasingly environmentally conscious marketplace.
Be Transparent
Transparency fosters trust among consumers. According to PwC, 23% of consumers are willing to pay above the average price by 6-10% for a transparent product journey. Consumers care about sustainability—and are willing to pay more for it!
Businesses can cultivate trust and loyalty by sharing the whole story behind their sustainability efforts, including successes and challenges. Implementing clear product labelling, publishing detailed annual sustainability reports, and actively engaging with your audience on social media effectively communicate your brand’s commitment.
Moreover, leveraging advanced technologies can ensure supply chain transparency, providing verifiable proof of your sustainability claims and reinforcing the integrity of your brand.
This level of openness strengthens consumer trust and positions your brand as a leader in responsible and ethical practices, driving both customer loyalty and business success.
What Doesn’t Work for a Sustainable Fashion Business?
Avoid Greenwashing
Greenwashing, which involves inflating or inventing sustainability claims, weakens consumer trust and can harm a brand’s reputation. According to a Changing Markets Foundation survey, 59% of fashion’s sustainability promises are inaccurate.
If you claim that a product is “green” or “eco-friendly,” you need to provide evidence.
Don’t Overlook Worker Rights
Sustainability is more than simply the environment; it also includes humans. Ethical labour standards should be a non-negotiable component of any sustainability strategy.
Some well-known brands have proved that transparency about pay and working conditions may provide a competitive edge.
“Transparency allows for greater accountability and enables stakeholders to verify compliance with ethical standards. Working conditions and faster resolution of labour issues have materialised as a result, with 80% of reported cases resolved within 30 days.”
Less is More: Avoid Overproduction
Overproduction is a defining feature of fast fashion, resulting in squandered resources and unsold inventories. Barely 1% of clothing is recycled into new outfits, emphasizing the extent of waste.
Instead of generating large collections, try using a made-to-order strategy or limiting production runs. These methods save waste and foster a sense of exclusivity for your business.
Maximize Your Impact: Invest in Sustainable Tech with PIMLAND
PIMLAND provides fashion businesses with the tools they need to seamlessly integrate sustainability into their operations. With PIMLAND’s cloud-based platform, companies can track the sustainability credentials of their products, ensuring compliance with industry standards and regulations. This feature allows brands to make informed, eco-friendly decisions while maintaining transparency and accountability throughout their supply chain.
By integrating sustainability tracking, PIMLAND enables fashion companies to reduce waste, enhance compliance, and meet the growing consumer demand for transparency and ethical production.
PIMLAND’s unique tools and platforms enable brands to implement sustainable practices seamlessly. The technology and experience behind it allow businesses to make informed, eco-friendly decisions, from improving material sourcing with the comprehensive Product Lifecycle Management (PLM) systems to offering insights to decrease waste.
Final Thoughts
Sustainability in the fashion industry is becoming a duty rather than a luxury. By adhering to these dos and don’ts, brands can pave the way for a greener future while allowing consumers to make better-informed decisions.
Fashion can influence change. Businesses must use it to help create a more sustainable and ethical world. Together, we can redefine the industry by embracing innovation and responsible practices.
Start your journey with us; contact PIMLAND to enhance your operations!
