LONDON – A new report published by UK retail analysts looks at how the fashion industry has been expanding its use of ‘sustainable’ fabrics and processes in their assortments over time, as well as the pricing and performance metrics behind so-called ‘eco-friendly’ products.
Using metrics, data analysis and artificial intelligence (AI), it concludes there are ‘seven steps’ that clothing brands can take to improve their environmental footprint such as produce customer-made products on-demand, dive into rent, lease and swap, along with sourcing certified raw materials and more considered design.
“Interest in sustainability continues to grow, with an average of 90,500 Google searches for the term per month in the US,” says the report’s authors, but also notes these items make up just 3 per cent of US and UK online fashion items combined.
