'Sustainable' A Gimmick No More

Across geographies, customers are increasingly purchasing from fashion brands that they truly believe to be sustainable. The term cannot merely be used as a marketing gimmick anymore as the discerning customer of today can see right through the smokescreen. Fashion brands thus help decipher how brands can gradually incorporate green measures in their business operations.

- Yash Bhatia

Sustainability in fashion retail has become a powerful value for the eco-consumer. The concept came into prominence even before the pandemic hit the world but has since piqued the interest of the entire retail fraternity. Driven by the shift in consumer behaviour towards environmentally healthy business practices, the retail world is making a desperate attempt to make the planet a truly better place. Across the world, fashion retailers and brands are looking to contribute to this change and reduce their impact on the environment by following eco-friendly business S proposition conscious practices. In fact, a recent report by Shopify suggests that half (50 per cent) the customers globally are looking to buy from brands that have a clear commitment towards sustainability. This data simply shows that now brands do not have the luxury to ignore sustainable practices. Another report, 'State of Fashion 2021' by McKinsey, states that armed with customer insights, companies can reset their long-term strategies. It is believed that 'The most fertile ground for redirecting investment into opportunities will be in the areas of digitalisation and sustainability. Building a sustainable brand looks simple, but requires a lot of change in strategies and policies from the brand's side.'

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