EDITED
London-based retail intelligence firm EDITED, has released its most recent sustainability report. The report analyzes how sustainable fashion has evolved and what steps retailers are taking to become more environmentally friendly.
According to the report, sustainability is becoming more essential, with more businesses transforming products to be more environmentally responsible. Since 2019, mentions of sustainability have surged by 84% in emails to consumers.
The report found that sustainable clothes are more expensive, with sustainable menswear priced 12% higher than its equivalent and sustainable womenswear priced 4% higher.
Other findings revealed that sustainable household goods are growing more popular, with recycled or bamboo-based items becoming a staple. Men’s footwear accounts for 7% of new sustainable items released, while women’s footwear accounts for 3%.
Edited also noted that while there has been a shift toward sustainability, the fast fashion business has only grown, with new fast fashion product arrivals up 19% since the start of the year.
Kayla Marci, a market analyst at Edited, said that the Sustainability Edit also outlines ways that shops can improve their sustainability. Right now, consumers are thinking about sustainability, but that may change tomorrow, so retailers need to be flexible and safeguard their bottom line.
Some recommendations include reducing the fashion industry’s dependency on cotton and encouraging stores to experiment with atypical materials in order to create more sustainable clothing.
The report states that a tight schedule is also required, with the next five to ten years being critical in terms of environmental effects. Retailers must reform their operations and not rely simply on offsetting surplus emissions.
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