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.
As global apparel consumption continues to rise—an expected increase of 60% by 2030—that growth could have a dangerous impact on the environment. Currently, 87% of textiles are landfilled or incinerated and 10% of GHG emissions come from fashion industry. As Earth’s resources become more and more constrained, the global fashion industry is stepping up to reduce its carbon footprint. But bringing consumers along on the sustainability journey can be a challenge.
During the 2020 Tmall Baby Products & Parenting Summit and the Golden Baby Awards Ceremony held in Hangzhou, China, on May 21, 2020, a new innerwear fabric containing Eastman Naia™ cellulosic fiber — co-developed by Eastman and Chinese e-commerce giant Alibaba’s new manufacturing platform Tmall Xiyou — made its debut, aiming to boost product updates of China’s five leading children’s wear brands to better meet consumer needs.
