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Sustainable fashion is more than just a responsibility of the fashion industry
When the public realizes that fashion is the second most polluting source of environmental damage to the planet, it is natural to blame the brand. While it is true that brands are to blame for their wasteful production and unbridled consumption incentives, the complexity of the system makes it more than just the responsibility of one party to advance sustainable development. The realization of sustainable fashion depends on the joint promotion of technology, capital, industry ideology and consumer cognition, which have both the level of checks and balances and the delicate relationship of mutual promotion.
The outbreak has significantly shortened the industry's wait-and-see period for the concept of "sustainable fashion". Faster than expected, this not-so-new concept will officially become one of the most important rules of the game in fashion by 2020. Almost all brands are aware of the importance of sustainable fashion, which is both a positive step for the long-term development of the business, but also to win the respect and favor of consumers. For most brands, the core question is no longer whether to embrace sustainability, but how to transform the ideas that have taken place into actual product design and operations to become a truly sustainable fashion brand.
But in the fashion industry to take the road of sustainable development is not to shout a simple slogan, do a no-return campaign, the introduction of an eye-catching special design on it. For the century-old fashion industry, sustainable development is a revolution, it first gives fashion a new ideology, and requires the industry's supply chain (from raw materials, production, packaging to retail, consumer end) to carry out a wide range of technological innovation, but also requires brands with a more transparent, equal attitude to two-way dialogue with consumers. If the fashion industry's new ideology is the first step towards sustainable development, applying advanced technology to every aspect of the supply chain will be key to achieving that goal -- a part of the brand itself that can't break through entirely on its own. At present, China's innovation is mainly concentrated in the retail and consumer ends, there are also business models closely related to consumers' digital behavior breakthroughs, but innovation in raw materials and supply chains is still less. Chinese consumers do not know enough about the benefits and significance of new materials, making the market side lack the impetus to promote brand and enterprise materials innovation, and rely more on the spontaneous internal motivation of enterprises to promote innovation. But the far-reaching impact of the outbreak on human consciousness provides an excellent opportunity to advance sustainability. As the industry moves in a new direction, the public must also be clear that this will be a collaborative effort between fashion companies, technology, capital and consumers, so that the sustainable development goals of the fashion industry can be truly achieved.