The fashion system makes a big impact on the environment—and today’s consumers are taking note. Research from the Boston Consulting Group shows that 75% of consumers surveyed view sustainability as extremely or very important. They’re also seeking transparency with clothing brands’ sustainability efforts, as noted in a study from the Sustainable Apparel Coalition.
There are a lot of reasons why spinners and mills are turning to more sustainable materials. Sustainable fashions save natural resources and use less water—creating less strain on our environment. The two biggest reasons, however, might be:
For decades, apparel brands have relied on traditional demographics such as gender, generations, and income to target shoppers. Now, globalization and social media have connected like-minded consumers and transformed their commonalities into influential groups.
Sustainability has hit an inflection point in the global fashion market, with brand commitments and consumer interest towards sustainable fashion on the rise. How can fashion brands share stories of their sustainable efforts with consumers in ways that draw them into the journey?
Where do you find inspiration? In nature or in natural elegance? Forests or urban jungles? Gin and tonics or gym aerobics?
You don’t have to pick a side. Today, mills are creating eco-conscious materials for every environment and every possibility with Naia™ from Eastman.
After all, fashion has always been about making a statement. Our clothes don’t just reflect what we believe but what we want to believe. And today’s fashion-conscience consumers want to believe in sustainable choices.
