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The end of the waste of luxury brands

2019/08/14

It is understood that about 30% of the world's clothing has never been sold. "Buy less, buy good" concept has gradually been revered, and become a high street fast fashion flood of counter-attack choice.

 

Burberry's burning of $37.8 million worth of unwanted products last year prompted a strong reaction, sparking environmental concerns among shareholders and controversy over the waste of luxury brands. So how can brands respond to this change and build a more sustainable theme?

 

By demonstrating originality and creating products of intrinsic value, high quality and long service life, it can create a new focus to achieve affordable luxury.

 

Consumers want to get higher quality on high street brands, and interest in a niche "slow fashion" brand based on transparency, public good and sustainability. Platforms such as Antibad are already in the field. The new online retailer, known as "Green Net-a-Porter," recently teamed up with musician Ben Howard to create a high-quality, environmentally friendly, upgraded collection of recycled products.

 

Technology can help consumers and brands make smarter choices. Cladwell, a personal modeling app, encourages users to rethink the rest of the clothing, automatically marking a red dot for items that are not worn for a month, and extracting daily weather forecasts and user activity plans to generate styling ideas. The free Good On You app is another solution that ratings mainstream brands based on public information.

 

From CHIC

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