Will The Decline In Global Clothing Usage Become A New Trend?

Increasing awareness of environmental protection has given consumers more and more attention.

Identification.

For cosmetic skin care products, the same is true.

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Changes in the social environment and consumer attitudes are urging

The Ellen MacArthur Foundation Foundation reported in 2017 that

The annual emissions of greenhouse gases generated by production are about 12 billion tons, exceeding the total of all international air and sea emissions.

The annual cost of recycled waste is about $500 billion. The clothing industry has exported 500 thousand tons of microfiber to the global ocean annually, equivalent to 50 billion plastic bottles.

It is reported that the total volume of clothing sold worldwide in 2017 has reached two times that of 2003.

This not only reflects the growth of the purchasing power of consumers in emerging economies, but also reflects the rapid growth of consumers' purchasing power.

The rise.

Fast fashion, low price and novel style change the concept of clothing for consumers.

People no longer pursue.

The durability and frequent purchase of new clothes greatly shorten the service life of clothes.

Data show that in recent years, the average number of clothes used worldwide has dropped dramatically.

The difficulty of recycling also leads to the dilemma that old clothes can not be properly recycled.

Helga Vanthournout, a sustainable development expert at McKinsey & Co., a management consultancy, points out that due to the technical limitations of the recycling of blended fabrics, only a very small proportion of the world's clothing has been recycled.

Many countries have issued relevant policies after realizing the seriousness of the problem. The British legislature has conducted a survey on the sustainable development of the fashion industry.

Against this background, in order not to damage the reputation of the company, clothing companies need to do their best to plan for sustainable development and give the public a satisfactory answer.

Sustainable development is not only a social responsibility but also a good tool to attract young consumers.

Internet Market Research and data analysis firms YouGov have found that young consumers are more willing to pay for sustainable environmentally friendly clothing brands than older people in the case of a clear brand position.

CEO Chip Bergh, the American Cowboy brand Levi 's, said he found that the younger consumers are more concerned about environmental issues such as sustainable development, which is a good way to attract young consumers.

There are indications that the clothing industry is paying more and more attention to environmental protection and sustainable development.

By analyzing the list of online business platform products of over 52 thousand garment brands, data research firm Edited found that sales of clothing products containing environmental related information in the past three years have increased significantly.

Although this does not indicate that there is an increase in clothing for sustainable development, at least it shows that businesses have more publicity and more emphasis on environmental protection.

Sustainable reform of clothing brand

H&M first launched the "Nature Calling" series in the 90s of last century, and began to explore the field of sustainable development of clothing.

But at that time, because the design was not fashionable and stylish, clothing was not concerned by consumers.

In 2005, H&M co operated with Stella McCartney, an environmentally friendly British designer, and launched the first environmental protection series "Conscious" in spring 2010.

This year's Conscious series includes: silver made from waste Candlestick, ECONYL material (fishing net and other nylon waste made of 100% recycled fiber) made of skirt.

Because of the huge volume of shipments, H&M can reduce the cost of using environmentally-friendly materials and produce more environmentally-friendly fast fashion clothes.

Community Clothing, a clothing company founded by British fashion designer Patrick Grant, is able to boldly practice the innovation of the garment production process because of its small size. It not only adopts the highest sustainable standards for production, but also creates job opportunities for garment workers who are out of work in the off-season of British manufacturing.

Localization operations avoid long-distance pportation, reduce emissions and fuel applications.

The price of its products is slightly higher than that of fast fashion brands, but its competitiveness is very strong in the mid end market.

In recent years, many famous clothing retailers have been reforming the commodity manufacturing process.

J. Crew Group, an American fashion group, recently launched an environmentally-friendly cowboy series of clothing made from environmentally friendly dyed organic Italy cotton.

At the beginning of this year, "gorgeous ambition" reported Levi "s" announced the launch of the Project F.L.X. project, using a new business model.

News of production entering a more environmentally-friendly digital age.

French luxury giant Kering SA (Kai Yun group) has created a database containing 3000 kinds of environmental fabrics.

British retailer Marks & Spencer Group Plc (M&S) has recycled over 30 million out of season costumes over the past ten years.

In the food and cosmetics industry, "organic" has become the pronoun of "health".

Because clothing has little impact on health, such logic is not applicable to the clothing industry, nor does it have a disruptive impact on consumers' shopping concept. But it is certain that more and more consumers will consider this when buying clothes.