It Is A Long Way To Go For Chinese Clothing Brands To Take The "Sustainable Road" With Artisan Spirit.

"Sustainability" is always clothing.

Hot words.

Waste and scarcity of resources and pollution of the environment remind consumers again and again to pursue sustainability and pursue environmental protection.

Even if it is a famous international brand, it can't escape.

When the brand of clothing collides with sustainability, what does the brand do?

Adidas: make garments with plastic

"Using plastic to make clothes" - Adidas has thrown this slogan to people in the face of environmental pollution and waste of resources.

Adidas said it began to stop using new plastics in offices, retail stores, warehouses and distribution centers this year, promising to use recycled plastics by 2024, which would save hundreds of tons of plastic.

It is understood that as early as June this year, Adidas launched a theme of "running out of blue" on the issue of environmental pollution, calling on communities around the world to take actions to jointly solve the problem of environmental pollution.

Meanwhile, a concave and convex knitted fabric made of 95% Parley marine plastics was put on line.

Face sports shoes.

Why does Adidas make frequent efforts to protect the environment? First, the reverse of its negative image. In the past, Adidas has also been deeply involved in the controversy of toxic waste emission from its factories. In order to improve the negative image, Adidas's action is undoubtedly conducive to improving the brand image; two, it is conducive to the brand's good reputation in the world. The word of mouth is often one of the important factors that affect consumers' purchase. The establishment of word-of-mouth can attract more consumers. Three, in response to the appeals of environmentalists, conform to the trend of sustainable environmental protection, when all competitors are doing this, will you not do it?

Fast fashion H&M has been criticized by international environmentalists for its handling of inventory, and H&M has also fired a high inventory of clothing.

In May this year, H&M and Nike joined the Make Fashion Circular project launched by the Ellen MacArthur Foundation foundation, aiming to reduce the waste of the global fashion industry by recycling raw materials and products.

The plan contains three elements: 1., create a business model to ensure that clothing can be used for a long time; 2. use renewable and safety materials; 3. create and reuse old clothes and make new products.

Fast fashion special operation often results in high inventory.

In June 28th, H&M2018's latest financial results showed that the stock amounted to 36 billion 300 million Swedish kronor (about 4 billion US dollars, equivalent to 26 billion 800 million yuan), an increase of 13% over the previous year, accounting for about 1/3 of the total sales.

In the pition period, H&M has to solve the inventory problems and solve the quality and price problems.

For this reason, H&M has intensified the recycling of old clothes.

It is understood that in 2017, H&M recovered 17771 tons of textiles through the old clothes recycling scheme, of which more than 482 tons of textiles were recovered from the Chinese market, which reduced the production cost of H&M and laid the groundwork for the price reduction of H&M.

H&M said it would fully use recyclable or other sustainable development raw materials by 2030.

Jiangnan Buyi: new brand of zero waste

At present, there are few environmental behaviors in the clothing industry in China, but sustainable fashion is not going to be outdated because it is less talked about.

China's fashion market is huge and potential, and consumers are gradually accepting and understanding this concept.

Jiangnan Buyi is one of the brand of sustainable fashion in China.

In the first half of this year, Jiangnan Buyi has even promoted two new brands, of which REVERB is the brand name of Circular fashion and zero waste.

The brand

Natural environmental protection, focusing on product quality, showing the uniqueness of the brand.

It is not only morality, but also business reasons.

There is no doubt that in order to stand out among many brands, Jiangnan cloth clothing uses unique natural cloth to enhance consumer's sense of identity and use.

Sustainable fashion is becoming a fashion.

The direction of the wind.

But for most brands, the second is to protect the environment, reduce pollution and waste. It is the most important thing to create a brand image, form a good reputation and form a viscosity in the consumer group by publicizing the concept of environmental protection.