The fashion industry is quite significant in terms of size and influence. With many consumers, experts, and styles that incite plenty of debate.
Lately, there has been a significant change in the fashion industry, however. It relates to Zero Waste and how it can be implemented in the fashion industry.
For some context. Zero waste focuses on the idea(or principles) of preventing waste and increasing the reuse of products.
This has, of course, extended to fashion. Our colleagues at Puratium point out that Zero Waste Fashion however, still needs to make significant progress, and that at the moment, “Low waste” fashion is more of an adequate term to use.
Here are some of the facts associated with fashion and waste.
We need to first talk about Circular Economy, which is intertwined with zero waste, it is a system aimed at eliminating waste. Advocates of such a system point out the goal does not mean that there will be a drop in the quality of life.
Brands in the fashion industry are trying to implement circular economy concepts into their manufacturing processes. It not only minimizes the amount of waste they produce but also finds other uses for clothing material.
Additionally, for companies and brands who have managed to implement this at some level or another, know that they will benefit from positive marketing. But, for the moment, no company can say they’ve managed to achieve this 100%.
A linear economy, of course, differs in that the materials needed for production are taken, used, and disposed of as waste. Additionally, the central aspect of this economy is to produce as much as possible.
This goes directly against the circular economy approach and what most fashion brands are currently using in their production cycle.
Companies are, of course, also influenced by what consumers of their brands are doing. Advocates of Zero Waste will point out that not buying is the best course of action you can make.
Brands in the fashion industry have to adjust to this while making sure not to negatively critique or attack a growing number of Zero Waste advocates and environmentalists.
Consumers are spending more time knowing what’s in their closet and what materials are involved in them.
Finding a way to market the way they produce clothing positively will help them capture zero waste consumers.
It is undeniable that consumer behavior is changing and forcing fashion brands to adjust. Zero-waste Fashion may still have some development to go, but steps and processes are heading In that direction and plenty of “low waste” fashion options.
As more consumers(particularly as of millennials) make themselves more aware of how Zero Waste works and how it can apply to fashion, brands need to adjust their approach to capture this market space.
Addressing changes in the supply change(coming in Zero Waste Pattern Cutting), and making Zero Waste “fashionable” will no doubt be a growing talking point within the most prominent fashion brands and their consuming fan base.