Fashion is face to face with a time of reckoning, from #PayUp to #BLM to #FashionRevolution; ethical, environmental and social issues have taken centre stage. The usual playbook of taking a snap of an incredibly happy woman in traditional clothes, working away at the factory, coupled with vague sustainability promises is just not convincing people that a company is ethical. Transparency and credible data are becoming key to convince increasingly skeptical consumers that fashion brands are indeed changing and it’s high time brands took notice of this.
In the fashion world (especially sustainable fashion), the smiling woman in traditional clothes tells us that paying a premium for this dress, shirt, a skirt is making a difference in the world. But now consumers are asking: how much difference? And who is that?
Green Story was started with the wild dream of getting every consumer in the world to stop and ask “What’s my Impact?” before making a purchase, and empowering them to buy products that makes a difference-currently, 10 million consumers have been reached.
The conscious consumption movement has to stop pretending that a picture of a smiling woman is evidence of impact. Because it isn’t. Sustainable brands, especially in fashion, need to share their impact data. Why? The research done at Green Story shows that conscious consumers love knowing their impact in real and comparative terms. They love it so much that including the impact of a product next to key purchase points such as the add to cart button can boost your conversion and loyalty. And Green Story has the data from clients to prove it.
For a long time, consumers pretended that a photo of a smiling happy woman in traditional dress was evidence, and enabled companies to get away with it. This enabled them to do less and diluted the impact of everyone dedicated to the conscious consumption movement. The last few months have seen a seismic shift in this paradigm. Shoppers are no longer content to let the brand tell them they’re sustainable. They want to explore, to understand, and find credible data before they believe in a brand’s claims. Knowing the face of the people we are supporting helps us feel connected. It’s time to up our game. It’s time to get the data. It’s time for brands to show the numbers.
Sustainable fashion is today a highly debated and increasingly adopted by clothing companies. Like sustainability trend, iDesigniBuy is a leading customization software provider is enabling fashion brands and retail giants to ramp the wave of digitization through their online personalization and customization solutions.
Source: Fashion United