It’s time for retailers & fashion labels to reconsider their green initiatives.

Published: April 8, 2024
Author: Fashion Value Chain

With varied degrees of success, fashion businesses have been attempting to use sustainability as a marketing technique for almost two decades. Any new product launch will, for the most, contain a “green” component. At least that’s what we’ve always been told: sustainability sells. But in reality, does it? I’m going to assume that the majority of buyers still place the most importance on attributes like choice, value for money, fit, and style. Additionally, people have certain brands that they stick with no matter what. Consider the astounding success of sportswear giants Adidas and Nike in controlling the whole market for so long.

We might already be there, in my opinion. Aside from the fact that there is no real benefit to green marketing, supply chains are another thing to take into account. These days, the majority of well-known fashion firms have goals in place to lower carbon emissions in their supply chains (tier 3).

Major brands are dedicating time to lower the carbon effect of their supply chains, despite the fact that fashion brands are sometimes blamed for not financially supporting the green transition in supply chains.

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