As many consumers demand brands to become more transparent on their sustainable production, gaining access to this information has been challenging. The various stages in the supply chain make tracking products from source to the point of sale a tedious process. To provide the right technological support, Lenzing has joined hands with a traceability platform, TextileGenesis to help consumers gain full transparency.
Many studies have shown that consumers prefer brands that share their values, which increasingly include sustainable and ethical production. Even if the brand hasn’t established its self in the sustainable space its efforts to improve environmental performance and acknowledgment of the current issued can endear a brand to its consumer base. The footwear and apparel industry has noticed these trends first hand.
Amit Gautam, CEO, and founder of TextileGenesis stated that with the increasing compliance and reputational risks, CEOs and boards of top 100 fashion brands have committed to using 100% sustainable and traceable fibers over the next 5 years, with transparency being a core part of business priorities. He added that stability and traceability were two sides of the same coin and it was great to see Lenzing paving a way for the entire fashion industry to follow.
As Lenzing is popular for its sustainable fibers, its customers are likely to be concerned about their broader environmental impact. While recycled materials and eco-efficient textiles are improving the companies carbon footprint, there are other stages in the product lifecycle that brands should be assessing.
The many stages in the supply chain make traceability a complex process. Lenzing has risen to the challenge with its partners to provide each fiber with a digital fingerprint. By utilizing blockchain technology, these fingerprints can be used to follow every shipment of fiber throughout its production journey. This technology will allow brands to authenticate products at any stage, including at final retail for customer verification. It will also reassure consumers on their purchases. The system is also integrated with Lenzing’s E-Branding fabric certification, which facilitates brands to upload a forensic authentication of their textile. This technology is useful for all brands, especially for companies wishing to back their sustainable performance claims.
Robert van de Kerkhof, the CCO and board member of Lenzing, stated that their brand partners have been encouraging them to accelerate the global roll-out for traceability of Lenzing fibers. Robert added, with the new system, Lenzing will be able to provide an unprecedented level of transparency. This will reassure consumers of the company’s sustainable claims.
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