Global Brands Are "Green", And Chinese Brands Continue To Release Their Potential.

If you want to choose a fashion brand definition of 2018, then "green" must be the representative color.

From GUCCI for each commodity accounting for carbon footprint, to the major brands have announced the abandoning of fur, sustainable fashion from an avant-garde issue into an obvious consensus and trend, and become the design, manufacturing, sales process has been continuously realized behavior, a fashion and sustainable development of the harmonious symbiotic era is coming.

The world's big name "green" is popular.

More and more fashion brands around the world are starting to follow suit.

GUCCI's parent company Kai Yun group has released the 2025 plan of sustainable development as the foothold. The world's largest luxury brand LouisVuitton parent company LVMH is also carrying out sustainable development research with the central Saint Martin and other institutions, and has signed relevant commitments agreement in the group's energy conservation and emission reduction. The fast fashion brand represented by H&M is through recycling old clothes and issuing environmental protection series to participate in the practice of sustainable fashion.

In terms of raw materials, following the abandoning of animal fur in GUCCI products in 2018, Michael Kors Versace DKNY, DonnaKaren, Furla, Margiela, Burberry, DVF, Coach and DVF also announced that they had joined the trend of pursuing green fashion.

The fashion industry is increasingly talking about environmental protection, process protection and gender equality.

In terms of recycling, in May 2018, H&M, Nike, Burberry, Gap and other brands joined the circular fashion (Make FashionCircular) program launched by the Ellen MacArthurFoundation foundation, aiming to reduce the waste of global fashion industry by recycling raw materials and products. In the face of environmental pollution and waste of resources, Adidas made "plastic garments", saying that it had begun to stop using new plastics in offices, retail stores, warehouses and distribution centers, and promised to use recycled plastics only in 2024, which would save hundreds of tons of plastic.

In June 2018, Adidas launched the theme of "running out of blue" on the issue of environmental pollution. At the same time, it carried out a concave convex knitted upper shoe with 95% Parley marine plastic.

Organic has also become the highlight of brand competition for added value.

In January 9th, the global nonprofit textile exchange (TextileExchange) reported that H&M group is currently the largest supplier of sustainable cotton and man-made fiber materials worldwide.

H&M group revealed that by 2030, 100% will be using renewable or other sustainable sources.

By 2020, all cotton used by the group came from sustainable sources.

The second hand industry is also becoming one of the biggest consumption areas.

The idea of "exchanging Wardrobe" is being accepted by more and more people, especially after 95.

Second hand platforms such as Depop, VestiaireCollective and RealReal are becoming more and more popular.

Recently, France's second hand luxury Internet trading platform, VestiaireCollective, and Selfridges, a high-end British department store, have created a pop up luxury luxury store that allows consumers to reduce waste and avoid premature burying or incineration of clothing.

Of course, the sustainable footprints of these fashion brands are echoed by data research.

Market analysis company EDITED has tracked the description of inventory products of 120 retailers and over 52 thousand brands in the past three years. The data show that the clothing products with "sustainability" characteristics have increased significantly in the past three years.

Compared with the three quarter of 2015, in the three quarter of 2018, the product description contained "Sustanable (Sustainability)" product increased by 429%, including "eco-consicous (environmental awareness)" increased by 107%, including "eco-friendly (environment friendly)" increased by 34.5%.

China's potential continues to release

"With the scarcity of natural resources, new challenges continue to threaten the entire fashion industry and even the whole society.

How the brand takes action and bold innovation will determine whether our business will thrive for a long time.

Francois Henry Pino, chairman and chief executive officer of Kai Yun group, said that the sustainable development of the fashion industry is not only imperative, but also the way to win the business.

In 2017, Kai Yun Group officially launched the Chinese version of the environmental profit and loss account and the first WeChat small program MyEP&L for China. In 2018, it first joined the Shanghai fashion week to create the "innovative luxury laboratory". In December 7, 2018, the French Open Cloud group joined the global innovation platform Plug andPlay announced that the open cloud innovation award will be established in Greater China, with a maximum prize of 100 thousand euros.

Talking about why we should bring sustainable topics to China, Cai Jinqing, President of the Greater China region of Kai Yun group, believes that China, as one of the largest economies in the world, plays an important role in sustainable development. "Some Chinese fashion groups have started such a trend and believe that China can unlock a sustainable future."

Compared with China's status as one of the largest fashion consumer markets in the world, the participation of Chinese brands in sustainable fashion is still insufficient, especially in the form of innovative goods.

There is a view that China's fashion market consumerism prevails, but consumer awareness is not mature. This is evident from media reports that Chinese wealthy people are sweeping up foreign luxury goods stores.

But in fact, many domestic brands are quietly pursuing sustainable fashion.

The 30 year old cashmere brand, Ordos, is a traditional cashmere vertical industrial chain group from grass, sheep, and wool to clothing.

Erdos hopes to optimize the vertical supply chain, strengthen product tracking and forecasting, and control inventory more accurately, so as to reduce resource idle and waste.

Beyond the commercial dimension, Erdos is also trying to enhance product sustainability by emphasizing product durability and emotional value, such as providing product recovery and repair services in stores.

The sustainable fashion practice of the Yida group is remarkable, for example, outside the production link, the new brand of the Yida group is ten, such as the white shirt of different personalization sizes, and the classic style of anti blind tide and excessive consumption.

Jiangnan Buyi launched the REVERB brand in 2018 in a fashion of zero waste, which is the main idea of material recycling (Circularfashion).

At the Copenhagen fashion summit, RobbyGu, vice president of group investment and innovation, once said that the importance of Jiangnan cloth dress to sustainable fashion is not just for moral requirements, but for business needs.

That is to say, the product is more unique and attractive, and it also guarantees the uniqueness of the brand.

In addition, ICICLE's products are derived from the green raw materials in nature, such as organic cotton shirts, primary color wool, natural plant dyed indigo yarn dyed woven garments, and so on, which are over 3 years old in soil without chemical reagents.

ICICLE also has the first environmental baby packaging brand ECOBABE in China; Edition, the parent of EPO group of MO&Co. parent company, puts forward the exploration of sustainable fashion in the latest series.

The brand said it will continue to focus on and participate in the global focal issues such as environmental protection, women's rights and interests, and cooperate with several international sustainable development institutions. The old clothes made by other people's discarded or donated clothes will become a future fashion industry after being discarded, reorganized and redesigned, and there will also be a rental business in the Chinese market, APP clothing two or three.

Obviously, whether from the perspective of production, consumption or dissemination, China's sustainable fashion has started. Once people get through the bridge between sustainable fashion and business logic, this concept may be a new opportunity for domestic clothing brands.

Especially in today's economically active Chinese market, the lack of sustainable fashion is not mature market conditions, but innovative business models and truly attractive products.

Therefore, in order to achieve sustainable fashion, we must first use the power of technology to achieve flexible supply chain and on-demand production.

Secondly, designers and garment manufacturers should adopt more environmentally friendly, degradable and recyclable materials in the design and production process.

Of course, to fundamentally solve the problem, consumers need to change the concept of consumption.