Fashion trends are influenced by what is happening in the world around us.
Gradually we see the rise of fashion consumers who are sensitive towards their responsibility of being a conscious consumer and not just run after fast fashion alone.
Being a successful fashion brand is no longer only to curated an image around your brand, about quality, product utility and price points. Today’s consumers are interested to know about the complete manufacturing process, manufacturing sites, working conditions, materials, process ecology and product recyclability. Even packaging materials for the products also is expected to be recyclable and kept to a minimum.
It is believed successful brands of future are expected to be able to solve problems of the society, the major problem being climate change and challenges of human rights. Transparency has become a big competitive selling factor today.
As buying intermediary we are careful about documenting all these proceed for our clients at the supplier site so that all can be produced when needed.
Brands are tracking everything happening through the supply chain from their order placement to the arrival of goods at their factory. The origin country is important to be shared with the customer. At times publishing the factory source is also considered an advantage.
There is a quiet revolution happening which is gradually educating the consumers about the impact their choices create in the world around them, these changes are asking people to opt for sustainable options.
Modern fashion companies are taking their corporate responsibilities very seriously and safe guarding human rights norms throughout the production chain and are pushing their suppliers and intermediaries to be very vigilant now.
There is also emergence of recycle fashion, it is a culture that promotes used of recycled products or re-usable clothing or accessories so that you leave behind less carbon.
The future is about buying quality clothing, retaining them longer and feeling responsible towards nature and respecting people behind our fashionable clothes, it is about slowing our fast fashion consumption for betterment of the world.
(The writer Atanu Bora is a MBA in International Business with 18 years of experience as a fashion retail buying intermediary and is the Director at www.cuircuero.com)