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Go green: sustaining the future of shopping

Updated: Sep 14, 2021

Did you know that according to the Business Research Company in 2020 around 66% of global respondents expressed that they consider sustainability when purchasing luxury products? And also, did you know that nearly half of fast fashion retailers have seen a decrease in sales this year 2021?




According to the Sustainable Fashion industry statistics, the ethical fashion market is speculated to rise to $9.81 billion in 2025 and $ 15.7 billion in 2030. These figures and values are extrapolated due to the growing awareness about using ethical fashion for sustainability to change the current norms and status quo in the industry.


In the recent past, the world has woken up to the fact that the fashion industry has a major negative impact on the world. Increasingly, global companies continuously utilize an array of environmentally damaging fabrics such as polyester, which has led to drastic negative impacts such as animal killing, depletion of non-renewable resources and so on.


According to The Sustainable Fashion Forum 2021, major brands such as Louis Vuitton, Christian Dior, Versace and various other brands have recognized that the younger generation value transparency, sustainability, and Fairtrade. As a result, they are willing to pay a higher price for ethical fashion labels. Consumers are increasingly prioritizing the planet and its inhabitants. Moreover, the Sustainable Fashion Forum is facing an upward trend in the number of sustainable consumers moving towards ethical fashion labels.


According to Conscious Fashion Report 2020, it was evident that the biggest search trends in the fashion market included concepts such as “upcycled Fashion”, “Vegan Leather”, “Recycle Plastic”, and “Slow Fashion”. Therefore, it is clearly seen that sustainability has become a factor of great importance in the buyer decision process and individuals are increasingly shifting to lower or zero-waste lifestyles.





In the modern economic context, the COVID-19 pandemic has shed more light on the issues penetrating with fast fashion and consumers became tremendously motivated to support brands contributing and enforcing sustainability policies and going green to protect Planet Earth.


Sustainability and green policies have become a budding concept in the fashion retail industry as consumers are increasingly developing a green attitude as a way of life and retailers need to understand this social trend to survive in the long run by gaining a competitive edge in the industry. There are three distinctive ways in which fashion retailers can go green;


Be Sustainable in everyday Retail Practices

There are several everyday strategies retail firms can take in their day-to-day operations to promote sustainable practices. The retail firm can inculcate energy-efficient equipment, lights, and appliances. The company traditional incandescent light bulbs with energy-saving lights. This will enable the company to bring down the greenhouse emissions, thus aids to save costs.


Moreover, the retail firm can reduce the amount of paper the company use, the company can strive to digitize the daily tasks that require pen and papers. The inventory management procedures can be digitized by enrolling new software into the company system.


Sustainable Packaging Alternatives



Packaging is considered to be a vital expense of a business regardless of the size and retail presence. The conventional types of packaging materials are considered to be toxic to the environment.


There are various types of eco-friendly packaging businesses can inculcate were 92% of consumers are preferring paper-based packaging over plastic-based packaging. Moreover, packaging provides an important branding opportunity for business to convey details about the company to its consumers. Organizations can start investing in environmentally conscious by incorporating the “3Rs” – reduce, reuse, recycle.



Green Marketing

This is a vital aspect of an organization striving towards ethics and Fairtrade. The customers, employees, and vendors must have an understanding of the green initiatives the company is adopting and how the retail firm is committed to saving the environment by initiating responsible choices. It is vital to have external engagement with stakeholders to thrive with a sustainable strategy to drive the initiation of the process.


Some companies are born with a broad understanding and commitment to sustainability. However, some companies need to initiate multiple strategies to nurture the internal framework to promote sustainability appropriately.

The most significant aspects of building a green culture are the leader’s commitment to building a sustainable enterprise and the level of emotional intelligence the leader inculcates to engage with multiple stakeholders along the value chain. Therefore, a fully-fledged internal plan must be enforced to promote sustainability in an exquisite and deep cultural form.


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About the author -


Aysha Arshad is a passionate individual with an aptitude for social entrepreneurship, content writing, and article writing.

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