Sustainability and fashion seem to be on opposite catwalks, with a collision looming in the distance. Even though ethical concerns had driven fashion trends for years, when COVID-19 brought the industry to a screeching stop, it seemed as if the quest for a more meaningful fashion business would be put on hold for a while. That particular moment has gone.
A fashion sense and an ego
What is the reason behind this? First, it is necessary to explain why marketing techniques such as questionnaires and surveys used to forecast sustainable consumerism are ineffective and harmful. However, they are poor predictors of real action and are best used for detecting buying intentions rather than actual activity. Non-ethical consumers are more likely than ethical shoppers to claim that they are righteous to preserve their external image in surveys, which is why surveys tend to elicit favorable responses. Survey participants must also be honest and informed about their conduct for the study to be valid. How simple we are is disputed, and research indicates that we are not as informed about the factors that influence our conduct as we believe we are.
Statistical evidence reveals the present status of sustainable fashion, with no retouching required.
When it comes to the facts on sustainability, no filter can hide the ugliness that exists under the surface of the fashion business, and consumers are well aware of this. Before COVID, companies were struggling to figure out how to differentiate themselves in a market that was constantly evolving effectively. The shift in customer attitude has forced sustainable fashion to become a focus for emerging companies and industry icons alike, as shown by the rise of ethical manner.
Fashion is quick and Ethical
Ethics activists, journalists, and even some businesses have claimed that customers would be better able to resist these subconscious impulses of pleasure and excitement if they had more knowledge about the ethical problems involved in the products they purchased. However, the data indicates that this has minimal effect on increasing ethical conduct. In fact, because of the intricacy of ethical problems, more knowledge has been shown to hurt their impact. The quantity of contradictory information generated by the non-governmental organization, the media, and companies adds to the intricacy: cotton is terrible for the environment; microfiber cloths pollute the seas; bamboo is environmentally friendly. In a world where fashion experts can’t seem to agree on significant issues, it’s much easier for the average person to look the other way and buy that new outfit. The year 2021 will show the long-term consequences of COVID-19 in consumer behavior and shopping patterns — and not only in the fashion industry; changes will be felt across the board in the years to come.
Retailers preparing to respond to customer expectations for higher ethical standards are now stepping up their efforts to meet those needs.