Ethical and sustainable fashion is gaining popularity, but people are still opting for fast fashion.
Several studies have shown that consumers are more aware of sustainability issues in fashion. They believe that it is necessary for companies to take social and environmental challenges into account. Younger generations, mainly millennials and generation Z, place great importance on green issues in their purchasing decisions.
However, according to Victor Ramos in B the Change, fast fashion and traditional businesses continue to dominate the industry. Consequently, it is difficult for sustainable fashion to achieve large market shares. Although many customers talk about highlighting sustainable fashion, the data reflects that it represents only a small part of the business. But there are reasons to be confident about the future, thanks to the participation of new generations in the market.
Difficulties in commercializing ethical fashion
One of the biggest barriers to selling ethical fashion is price, as many consumers still prioritize price, convenience, and style over sustainability. Even millennials and generation z, who are the target audience for fast fashion. Price and convenience are factors that largely determine results. Likewise, change also depends on factors such as the economy and consumer education.
Collaboration and partnership between ethical fashion companies and established retailers could increase the accessibility and visibility of sustainable fashion. However, sustainable fashion companies do not yet have the capacity to lead these collaborations. Because they do not have a large market share. This can change with the help of politicians, by increasing consumer demand and establishing a favorable regulatory framework.
Therefore, appropriate regulations and policies are required to develop attractive, ethical, and sustainable solutions. Since good intentions are positive, but without a solid structure, they do not work.
The solution does not depend solely on brands, movements, or politicians; all consumers can help by making responsible purchases.
Finally, the Universidad Internacional Iberoamericana (International Iberoamerican University) (UNIB) offers the Master in Environmental Management and Audits.
Source: Selling ethical fashion: mission impossible or is it time?
