Here’s How Sustainable Fashion Is Helping Brands Redefine Business Narratives
With climate action and awareness entering mainstream society – consumers of today have acknowledged and openly welcomed the need for sustainable fashion as well. A concept that was not only alien but also expensive a few years ago – sustainable fashion was an industry known by its visibility limited to the super elite ‘woke’ consumers who would pride over their ‘organic’ linens or their climate conscious approach to looking trendy.
However the times have changed now. As the team at Greensole, a sustainable and ecofriendly shoe brand puts it “sustainability has become a big part of the mainstream fashion industry today. Every company big or small is trying to approach or join the bandwagon by inducting a sustainable initiative directly or indirectly in some part of the product journey. However, in a more narr
ower narrative – the material of the wearable is where sustainable fashion is going to bring in the major change.”
Sustainable fashion pushing brands into redefining their business narratives and growth parameters
According to Greensole, companies from India have started venturing into the vegan manufacturing category with the introduction of fruit leather, mushroom leather and faux leather made out of paper – this and other conscious changes that new entrants in the market have introduced has definitely triggered a change in the overall narrative of the industry as a whole. In fact it is not only the fashion brands. Isn’t the government also trying its best to adapt to the sustainability initiative with the whole replacing diesel with electri
c cars model? Yes it. Which is why, Nirmal Jhawer, founder, Tromko believes that sustainable fashion has a bright future ahead. Giving companies the opportunity to take a hard relook at how they want to brand themselves currently.
But that is not all. First mover advantage plays a major role here that can easily be leveraged with the help of the glaring gap in the industry currently. For example – even with all the methods available out there there is still a gap where making sustainable footwear is expensive and the quality of organic colours is not as good as the synthetic one – one that Greensole is working towards bridging.
But is moving to sustainable fashion economically viable?
It comes with its pros and cons – like everything else. One of the major cost that Nirmal agrees to be is the massive increase in production costs. creating everything organic is costly and raises the manufacturing and packaging overheads by almost 2x -3x. That bundled with a consumer mindset that does not want to shell out that extra amount right now. For Greensole it is also about the cost of understanding and monitoring sustainability. As brands moving towards sustainable fashion are questioned about their intentions and initiatives at all times. A case in which a small slip may result in a considerable loss to brand reputation. This sometimes over rides the pros of sustainable fashion which solely lies in the fact that you are contributing towards making the planet a happier place.
About customer perception
Sustainable fashion has slowly started to develop a niche of its own. Its not targeted towards everybody. These are wearables that are focused towards a consumer group that is fashionable, woke and believes that shelling out that extra buck for the environment is okay. Gradually as Tromko and Greensole both agree, the customer is coming around. At the end of the day, if you can convince them that the ecofriendly product is providing the same utility and benefit (or even more) that the synthetic one – then there is a for sure winner. It has taken a while, but the customer has definitely opened up the idea of moving to more sustainable fabrics – provided that they are priced at a fair cost.
A lifelong evolution…………
Even after achieving growth through leaps and bounds, sustainable fashion is still in an evolution phase. There is no dearth of innovations that the industry can achieve or the amount of technology that can be adapted into the system to streamline processes further. Hence, if businesses want to further their growth, they have to keep looking into deeper corners to see what they can get to their table for their brand.
In the last few years, the introduction of sustainable fashion has exponentially changed the way brands grow – it has changed their positioning and consequently the brand image that consumers have in their mind. Sustainable fashion has helped brands connect on a more deeper and emotional level with consumers who care for the planet and has helped them establish an identity wherein it highlights brand ideologies of growing with care. A fact about community building that will definitely go a long way for brands.
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