Luxury marketplace, Farfetch and the sustainability ratings platform Good on You have partnered to launch a sustainability hub, called Good Measures, to make it simpler for fashion businesses to meet their sustainability targets.
The platform gives firms a full snapshot of their current sustainability rating and guidance on how to "perform better so customers may purchase better." Good Measures provides customized recommendations for critical actions that companies can take to enhance their sustainability performance, based on the circumstances of each business and where they are in their journey.
Good Measures is based on Good On You's brand ratings, which are used to assess sustainability by millions of consumers and businesses. The ratings evaluate brands based on their impacts on people, the environment, and animals, using over 500 data points from the most credible, independent standards and certifications, third-party indices (such as the Fashion Transparency Index and the CDP Climate Change and Water Security projects), and brands' own public reporting.
With Good Measures, firms can dig deep into what's driving their current rating across all main sustainability concerns in fashion, receive clear direction on how to move forward, and connect with expert organizations that can assist. They can also provide publicly available information about their performance in order to be rated or re-graded by Good On You. Farfetch Conscious Collection will highlight brands with a high enough rating.
Brands that score high enough will be eligible for the Farfetch Conscious Collection, which includes improved visibility on the company's global fashion marketplace. According to Farfetch's recently released Conscious Luxury 2022 study, companies in the Conscious Collection grew 1.8 times faster than the market average in 2021.
The program is part of Farfetch's larger Positively Farfetch plan, in which the company has set a 2030 target of generating 100% of its income from the sale of Conscious goods. Farfetch is providing Good Measures free of charge to all of its brand partners in order to achieve this aim, and interested firms may register their interest in accessing it.
Thomas Berry, Senior Director of Sustainable Business, Farfetch said that one of the goals of their Positively Farfetch approach is to empower the brands they partner with to make progress on sustainability and, ultimately, to assist its customers to make a positive choice. Their new Conscious Luxury Trends research demonstrates the fast rise in consumer interest in Conscious goods, and Good Measures will assist their business partners in becoming more sustainable while also capitalizing on these positive market expectations.
Berry added that over the last few years, Good On You has been a fantastic partner to work with; they have quickly become the top platform for fashion sustainability evaluations. It made perfect sense to collaborate with them to build Good Measures, a much-needed tool to empower their partners and, as a result, ourselves.
Sandra Capponi, Co-Founder, Good On You, said that having reviewed hundreds of fashion labels over the years, Good On You knows the myriad issues brands confront. They created Good Measures to make it easier for companies large and small to track and improve their impact, as well as reach the rising number of concerned customers.
Capponi added that Good Measures is not about reinventing the wheel. It is about uniting the fashion industry and offering firms with a single, trustworthy vision of sustainability expertise. They empower customers to make smarter decisions by assisting companies in becoming more transparent about their development. That's why they partnered with Farfetch: they share the same ambition for a more sustainable future.
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