Fashion's Happily Ever After

Fashion's Happily Ever After

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The story of sustainable fashion has come in many forms. When brands started hopping on the sustainability bandwagon, there were many greenwashing accusations thrown around. Now, there are a number of regulations in discussion to make sure that brands follow a certain set of rules.

In this month's edition of Delving with Delvify, we explore how the narrative of fashion sustainability changed over and what we can expect from the industry in the coming future. To understand the basics of how to create a narrative for fashion sustainability, watch the video below:

The Power of Social

Brands should use social media and other marketing channels to educate consumers about the importance of sustainability and how they are contributing to a more sustainable future. Collaborating with influencers and other industry leaders who prioritize sustainability can also help to spread the message and create a culture of awareness.

Lately, the concept of deinfluencing has come up, which addresses how influencers are now posting more 'authentic' content in order to appeal to their target audience. With mass amounts of information that get shown to consumers on a daily basis, consumers are now looking for more influencers and content that are able to display what the real world is like and how they can improve their own lifestyle based on it.

Although influencer marketing is still important and can make a difference in how the wider audience shapes their purchasing behavior, it is necessary for a bigger shift among many influencers in order to promote the narrative of sustainable living across all demographics.

Read the full article below:

Educate the Masses

The narrative of fashion sustainability has been constantly changing. With accusations of greenwashing, brands are under a lot of pressure to be transparent about how they produce garments. The UN released a Sustainable Fashion Communication playbook that gives a number of recommendations for fashion marketers to take into consideration when marketing their products.

With the previous lack of transparency, the UN wants to combat this by getting brands to provide more evidence that they are sustainable. Brands and retailers can also provide education through their marketing and advertising efforts, highlighting the importance of sustainability and the steps they are taking to reduce their environmental impact with more empirical data.

Additionally, consumers can be encouraged to make more sustainable choices by offering incentives and rewards for eco-friendly purchases and behaviors. Overall, education and awareness are key to promoting sustainable fashion practices among consumers.

Read the article below:

Live and Breathe Sustainability

For brands to be trustworthy and consumers to believe that they stick to their own word, they must also adopt their sustainability values into their own work practices as well. Doing that will create a more convincing narrative showcasing that your brand is committed to helping the fashion industry become more sustainable.

This may be a tough feat to achieve, but with determination and also embedding these values into your own employees' lives personally and professionally, it will create a strong narrative for your consumers to witness. Fashion consumers are aware of sustainability but do not have the means to act upon it. So, fashion brands and manufacturers can help instill that knowledge but also be role models to your target consumers as well.

Find the full report below:

The key is to make sustainability an integral part of the brand's identity and to consistently communicate this message to consumers in a clear and compelling way. By taking these steps, fashion brands can not only reduce their impact on the environment but also appeal to a growing number of consumers who prioritize sustainability when making purchasing decisions. So if your brand is on its way to achieving its sustainability goals, make sure your narrative surrounding sustainability is clear and concise so that together, we can make sure that there is a happily ever after for the industry's efforts.

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