Fast fashion could eventually move towards sustainability too

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2020, 10:32 AM UTC

Currently, the two are clearly contradictory.

This article shares trends that are driving sustainability in fashion. Some consumers prioritise sustainably made clothes, while others put style first. Frugi’s Group Hugo Adams divides its customers into two categories, “dark green” and “pistachio green.” The “dark green” primarily values sustainability and ethics, while the “pistachio” category puts style and comfort first.

To move unsold inventory, some luxury brands would be willing to remove their labels from products and sell their items at a lower price. However, companies focused on protecting their brands would fall back on burning unsold inventory.

The institutional investors that invest in venture capital funds are pushing venture capitalists to focus more on sustainability and ethical investing, as per True Seed Fund’s Oksana Stowe. Currently, fast fashion is in contradiction with sustainability but the author expects this to eventually change.

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[4 minute read]