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.