Which path is fashion taking?
The covid19 pandemic has changed radically the way we live and like any crisis, it has led fashion companies to new ways of thinking and to adopt new strategies to counteract negative effects.
Just think of the revolutionary letter written by the king of fashion Giorgio Armani, in which he praises for a slower fashion movement.
“The current emergency shows how a careful and intelligent slowdown is the only way out”
The focus on sustainability and innovation was already widespread, but with the crisis, companies pushed their foot down on the accelerator.
Sustainability as a competitive advantage
Fashion brands have begun to see sustainability as a competitive advantage. Sustainability is an opportunity: a new strategic perspective to face the challenges of the environmental context, thanks to a greater convergence between company results and collective needs.
Different trends are developing in the fashion industry that see sustainability as the key to recovery.
An example is the transition from a linear to a circular economy, where the garment is designed to last longer, to be reintroduced into the production process without ever ending up in landfills.
Another trend is the birth of slow fashion, as opposed to fast fashion.
Slow fashion refers to fashion design, production and consumption practices that also consider environmental and social aspects: buying fewer and higher quality clothes that last longer.
Emblematic is the WearMe30Times project which, through gamification, allows each participating brand to involve its consumers in counting how many times they use a garment and consumers to be rewarded by the brand itself for reaching 30 uses.
Technology can be a tool for building a truly effective sustainable development model
Technology acts as a catalyst for sustainability.
The goal of digital transformation is not to become more digital but it is the use of digital technologies to generate economic value, reducing the costs of activities, creating sustainable business models.
Digitization must not only look at the operations downstream of the process
Just think of the introduction of virtual reality in physical retail, the transformation of fashion shows from physical to digital, the development and exponential growth of online sales during the pandemic.
Digitization must also involve all the upstream operations of the production process.
The digitalization of the fashion supply chain is essential to make the supply chain itself more transparent and traceable, giving consumers the opportunity to know where and how the item purchased was actually produced.
More transparent and traceable supply chain
The supply chain is the weak part of the entire fashion industry.
Controlling and monitoring the supply chain is not at all that easy: in fact, brands often have complex supply chains located all over the world that involve thousands of suppliers and manufacturers.
According to the Fashion Revolution report, 40% of brands disclosure the list of Tier 1 suppliers, while only 24% of brands publicly communicate Tier 2 and Tier 3 suppliers. This is because the brand tends to disclose those producers involved in the final steps of the production process and with whom they have a close business relationship.
When you start looking deeper into the supply chain, Tier 2,3,4, you notice a widespread lack of transparency, investigation and supply chain mapping beyond Tier 1 suppliers.
It is important to go beyond Tier 1 because in many cases, the lack of transparency leads to greater risk of worker abuse or exploitation as one gets further away from the finished products, said Thuy Nguyen from Patagonia.
Tracing the entire production process and the related materials right from procurement is essential for greater transparency.
Remember You can improve only what you can measure, to measure you need to map, to map you need transparency.
Discover the new innovative approach of The ID Factory to illuminate the supplier network and gain full control of your supply chain.