Sustainable fashion a necessity post-COVID

Sustainable fashion a necessity post-COVID

Fashion & The Environment

Consumers have shown a keen interest in brands adopting more sustainable actions in their value chains post-Covid-19.

While Europe and the Americas have been quite reactive to this trend, the Asia-Pacific (APAC) region still has a long way to go to achieve sustainability standards.

UK retailers are undertaking appropriate initiatives to meet the Net Zero retail target by 2040, which means decarbonisation of the retail industry and supply chain operations.

To illustrate, in August 2020, Selfridges launched Project Earth, a scheme featuring resale, rental, refill and repair services across its fashion and beauty departments to enhance its sustainability credentials.

Similarly, in the Americas, Rent the Runway, a US-based apparel rental company, partnered with ThredUP to minimise fashion waste and increase the lifespan of dresses. These initiatives will help move towards a circular economy.

Loss of jobs and pay cuts due to the pandemic restricted splurging in apparel. The growing popularity of luxury re-commerce will satisfy consumer sentiments at an affordable price while recycling apparel will aid the reduction of carbon footprints in the manufacturing process, which is beneficial for retailers in addressing global sustainability concerns and targets.