The term "Slow Fashion" was first proposed by Kate Fletcher in 2007 and has received more and more attention in recent years. As a part of "anti-consumerism", "slow fashion" has become a marketing strategy used by many clothing brands to cater to the value proposition of "anti-fast fashion". It redefines the relationship between production activities and people, the environment and animals. Contrary to the approach of Industrial Fashion, slow fashion involves the use of local artisans and eco-friendly materials, with the goal of preserving craftsmanship (human care) and the natural environment so that it can provide value to both consumers and producers.
According to a 2020 research report jointly released by BCG, the Sustainable Apparel Coalition and Higg Co, long before the pandemic, “sustainability plans and commitments have become a major part of the apparel, footwear and textile industries in luxury, sports, fast fashion and discounts. The norm in segments such as retail”. Corporate sustainability efforts are reflected in both environmental and social dimensions, "including water, carbon, chemical consumption, responsible sourcing, raw material utilization and disposal, and worker health, safety, welfare and compensation".
The Covid-19 crisis has further deepened the awareness of sustainable consumption among European consumers, presenting an opportunity for fashion brands to "reaffirm" their value proposition for sustainable development. According to a survey conducted by McKinsey in April 2020, 57% of respondents said they had made significant changes to their lifestyles to reduce their environmental impact; more than 60% said they would Make an effort to recycle and buy products with environmentally friendly packaging; 75% believe that a trusted brand is an important buying factor - it becomes critical for businesses to build trust and transparency with consumers.
Post time: Aug-29-2022