The consumers are confused while buying clothing’s from counters of retailers or standalone stores having commitment of made sustainably specific to reasons
- Lack of transparent sustainability communication
- Extra cost charged by retailers
The consumers are unaware about how their clothes are made. The apparel making goes through various stages of textile supply chain and can be categories into input material, design, energy, water utilization, process optimization, waste generations, reutilization and social aspects. The sustainable clothing should address each category or majority of above mentioned categories.
The brands & retailers can build trust by embracing the following practices
- Transparency about sourcing input materials, utilization of natural resources, waste generation, working practices, use of renewable energy and supply chain
- Accreditation by neutral bodies (Eco-labelling)
- Educating customer about cost of adopting sustainable practices
- Inspiring behavior change
By committing to transparency, measuring inputs/outputs and doing proper communication / marketing brand and retailers can prove product sustainability to consumers and encourage them to go for it. The large-scale adoption of sustainable clothing will help producers to reduce cost and make it affordable to mass consumers.