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Strategy Briefing

Ethical Fashion: Why and How can the Fashion Industry Close its Elusive Loop?

31 pages, Jun 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Long seen as niche, ethical fashion is now at a turning point. While consumers increasingly claim to try to have a positive impact through their purchases, a growing number of companies embrace the concept and are also becoming aware of the need to preserve their reputation in the age of social media communication. This report analyses the opportunities and challenges ethical fashion presents for the industry, and how companies can leverage innovation, and technology to meet new market demands.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Sustainability is gaining more importance but price and design still matter

Globally, over 60% consumers in the Euromonitor International Global Lifestyle Survey 2017 claimed to seek ways to have a positive impact through what they buy. But the majority of consumers still rank features such as style and value as the main factors in their fashion purchases. Fashion brands are therefore set to innovate to create more sustainable and fairer processes, leveraging technology to scale up sustainability.

Digitalisation is a double-edged sword for fashion brands

With 17% of global value sales online, fashion is one of the most advanced industries in terms of e-commerce adoption. Moreover, social media and peer-to-peer reviews are now playing a crucial role in the shopping process. If this is providing a platform for brand story-telling, this also means greater exposure to potential reputational damage, which further fuels the need to transition to more ethical and sustainable practices.

It is all about experience and uniqueness

As consumer preferences shift from ‘owning’ to ‘being’, the paradigms are shifting in terms of the way people consume fashion. Brands now seek to offer special experiences to consumers and build an emotional bond with them. Embracing causes in line with consumers’ values and ethical fashion is then perfectly apropos, all the more since alternative models in line with consumers’ ethical aspirations, such as resale and apparel rental platforms, put additional pressure on traditional fashion brands.

Ethical fashion as a source of inspiration and innovation

Ethical fashion is about striking a balance between personal expression through fashion, and respecting the people, skills and natural resources in the process. The concept is not new, but was niche for a long time. Recently it has gained momentum as brands no longer see it as a philanthropic quest, but a source of innovation and a commercial opportunity to build a brand with a purpose. Zero-waste, skill preservation and transparency are key causes on the ethical fashion agenda.

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Introduction

Scope

The rise of ethical fashion: key findings

Definitions and Drivers

Fashion industry: global snapshot

Ethical fashion: principles and definition(s)

Various forces drive the ethical agenda

Ethical issues are no longer seen as counter to business success

Shifts in Consumer Behaviour

Four consumer megatrends are shaping the fashion industry

Sustainability is increasingly important to consumers

Connected consumers increase reputational risks for brands

Experience becomes a new means of possession

The sharing economy has the potential to disrupt fashion

The circular economy has already made a dent in the industry

Ethical Certification and Beyond

Ethical labels are a good option to gain trust and visibility...

…but sustainability goes beyond certification

Sourcing ethical raw materials, from organic cotton…

…to sustainable synthetic fibres

Fighting plastic pollution is a hot topic

Animal welfare and fur-free raise their game

More and more denim brands adopt cleaner processes

Acknowledging artisans is a great source of differentiation

Zero waste claims are proliferating on the ethical agenda

Transparency helps build an engaging brand image

The ethical journey is a constant work in progress

Recommendations

Ethical fashion calls for a 360-degree approach

Connect, educate, innovate, and keep it desirable

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Ethical Fashion: Why and How can the Fashion Industry Close its Elusive Loop?

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Sustainability is gaining more importance but price and design still matter

Digitalisation is a double-edged sword for fashion brands

It is all about experience and uniqueness

Ethical fashion as a source of inspiration and innovation

Want to find out more about this report?

Table of Contents

Introduction

Scope

The rise of ethical fashion: key findings

Definitions and Drivers

Fashion industry: global snapshot

Ethical fashion: principles and definition(s)

Various forces drive the ethical agenda

Ethical issues are no longer seen as counter to business success

Shifts in Consumer Behaviour

Four consumer megatrends are shaping the fashion industry

Sustainability is increasingly important to consumers

Connected consumers increase reputational risks for brands

Experience becomes a new means of possession

The sharing economy has the potential to disrupt fashion

The circular economy has already made a dent in the industry

Ethical Certification and Beyond

Ethical labels are a good option to gain trust and visibility...

…but sustainability goes beyond certification

Sourcing ethical raw materials, from organic cotton…

…to sustainable synthetic fibres

Fighting plastic pollution is a hot topic

Animal welfare and fur-free raise their game

More and more denim brands adopt cleaner processes

Acknowledging artisans is a great source of differentiation

Zero waste claims are proliferating on the ethical agenda

Transparency helps build an engaging brand image

The ethical journey is a constant work in progress

Recommendations

Ethical fashion calls for a 360-degree approach

Connect, educate, innovate, and keep it desirable

Why buy this report?

Want to find out more about this report?

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