Contributed by CADA Consult

In 2020, we saw conscious consumers beginning to shape the future of sustainable fashion and the industry as a whole. According to Lyst Insights, the term “slow fashion” has been responsible for over 90 million social impressions. Suggesting that people are interested in sustainable clothing brands with higher standards. CADA Consult writes on the future of sustainable fashion, outlining the trends that will take us there.

As consumer mindsets shift, we’ll see more support for companies with core values of doing good for the planet, people, and animals. Meaning lots of growth opportunities, especially for the sustainable fashion industry, considering research by McKinsey revealed 57% of shoppers agreed that they had made significant changes to their lifestyles to lessen their environmental impact.

With insights from ethical fashion experts and studies on sustainability in the apparel industry, we tried to answer these questions: how will conscious consumers shape the future of fashion, what sustainable innovations are rising, and how can clothing brands continue their sustainability journey? 

Online Shopping

In the midst of the pandemic and lockdowns, fashion brands had to shift. Rather than looking at online shopping as something complimentary to in-store shopping, it is the full experience. Because of the changes in the way people shop, e-commerce sales have increased by 76%. 

Even though e-commerce sales are up, Vanni, Founder of VALANI, says, “Competition is fierce. Big brands are driving up customer acquisition and spending lots of money on ads. To market sustainable fashion, brands need to connect with customers on a personal level.” Tap into this approach by building a campaign that allows customers to meet the people who make the clothes.

To keep returns low and control carbon emissions around delivery, we’ll see sustainable fashion brands incorporating digital try-on tools that show you how their clothes fit on different body types. Because shoppers can’t try things on while shopping online, Bobby Banafsheian, Founder of People of Leisure, says, “Being clear of fit and size will make sure customers feel completely committed to purchasing before they do so.”

Transparency

Last year, we saw companies start to open up and tell their customers about their sustainable and ethical ethos beyond a surface level. “No longer are consumers content with buying a simple t-shirt. They want to know who made the shirt, the materials used, and where their money went,” says Bobby. Ethical fashion brands need to go beyond telling us they are equal opportunity employers but what their processes for ensuring that. Or telling more about what recycling fashion entails and making that information easily accessible. 

In 2021, Bobby adds, “Transparency should be at the head of a brand’s standards. Offering their customers a clear view of the business. Giving their customers a walk through the process. This goes for how brands are hiring and how they treat their employees once hired. Transparency offers a trickle-down effect that generates credibility.” So, dive deeper into conversations about where your organic cotton is farmed, give consumers behind-the-scenes tours of your factory, or end taboos of sharing salaries to boost pay equity.

Social Media + Influencers

Because the pandemic and BLM movements have raised the stakes on communication, look at social media as more than a place to advertise. It’s truly a game-changer when it comes to education and joining the conversation behind sustainable fashion. As such, we’ll see more content around purpose-driven goals. 

Fashion influencers will also play a pivotal role as they focus more on sustainable collection. Micro-influencers in the slow fashion realm will continue to grow their communities as they are these platforms thought leaders. They know how to engage their followers, what quality content is entertaining yet educational, and what people want to learn more about from the industry. 

Third-Party Accreditation

As consumers become wary of greenwashing, it’s not enough to just say you’re sustainable. To know if the company they are supporting is truly aligned with their values, a ton of research is involved. To make shopping for sustainable fashion effortless, third-party accreditations like Butterfly Mark,  Good on You or GoodHuman reduce the amount of time shoppers spend researching your brand. Third-party accreditors do the research for your shoppers and make building a trust-worthy brand easier.

Reselling + Repeating Outfits

Bobby explains that, with financial struggles and uncertainty still high, “conscious shoppers are buying less and investing in garments made to last.” As such, we will see people reselling on thrifting apps and repeating outfits with capsule collections. In fact, ThredUp reports that the secondhand apparel market will leap from its current value of $28 billion to $64 billion by 2024. 

Adding to that, Vanni, says “Consumers are leaning more towards the basics. Clothes that they can layer, wear for more than one season, and restyle.” Sustainable clothing brands need to teach their customers how to do this. Perhaps, showing shoppers how to wear and re-wear a shirt in every season. 

Textile Innovations

In 2021, fashion brands will continue improving sustainability at every level of their supply chain. With that, we’ll see a transition from textiles to technology — plant-based alternatives for leather, lab-grown silk, and hemp and organic cotton becoming normalized.

Reduce Waste

Additionally, Millennials and Gen Zers are increasingly wanting to reduce their fashion footprint to propel positive change. To meet conscious consumers’ needs, brands should make the most of their resources to create every garment. Vanni suggests, “Being proactive and efficient with inventory management. Be selective with production partners and work with those who produce less pollution and fabric waste.” 

All in all, this year, we’re looking forward to seeing how sustainable fashion evolves in 2021. At CADA Consult, we believe in purpose-driven brands. Contact us at info@cadaconsult.com to explore how we can work together to elevate your company’s impact.