In a world of fast fashion, it pays to take the sustainable route

The fashion industry is vibrant, fast-paced and at the forefront of change. However, it’s also saturated, and in industries where competition is high, it’s no use going with the flow if you want to stand out from the crowd, writes Gordana Redzovski, Vice President for APAC at Vend.

Today, conscientious shoppers are no longer swayed solely by a bargain, but by brands and labels that stand up on important issues like sustainability. Indeed, research shows that 87% of Australians are more likely to purchase products that are ethically-sourced and sustainably-produced; further evidence of the substantial shift towards conscious consumerism.

Climate change is the defining issue for this generation, while excess waste and unethical labour practices are increasingly part of the public eye. In Australia alone, six tonnes of cheap and mass-produced ‘fast fashion’ items are dumped in landfill every 10 minutes. It’s a figure that, without action, could grow as the demand for clothing is forecasted to increase by 63% within the next decade. If you’re a retailer, a serious commitment to sustainability can help you not only appeal to today’s consumers but do your part to enact positive change. Here are some sustainability initiatives to stand out from the fast-fashion crowd.

Start small, start sustainability

One of the simplest ways to commit to sustainability is to start small – there’s no need for groundbreaking approaches from day one. For example, choose energy-efficient and waste-reducing equipment and appliances, particularly in-store. Start by opting for energy-saving appliances, lighting, and technology. Also consider identifying tasks or processes that require a pen and paper, then digitise them. A great example of this is physical receipts which can easily be replaced with email receipts – especially today as lingering concerns over physical contact remain. Not only can this have great benefits from a sustainability standpoint, but it can streamline the back-end of your retail operations, too. It may sound overly simplistic, but small and steady is a sustainable approach to sustainability.

Recyclable and reusable packaging

From shipping orders and providing bags to receiving stock, packaging is essential for retailers. However, many conventional packaging materials are extremely damaging to the environment, so consider how you can implement eco-friendly alternatives, such as recyclable materials. Or, you could even consider an incentive for customers who bring their own reusable bags when they shop in store. Australian consumers are looking for ways to reduce their environmental footprint, with many turning to purchasing decisions as a way to make their mark. So, consider how helping your customers to ‘offset’ the impact of their retail habits can benefit your own sustainability efforts.

Centralise sustainability in your brand story

Considering how important sustainability and ethical practices are to so many customers, ensure you talk about it. Tastefully and tactfully inform your customers that they (and the planet) stand to gain by supporting your business. To do this, incorporate sustainability into your communications with customers. After all, in an increasingly competitive environment in which shoppers are spoilt for choice, it’s important that your business stands for more. Whether you’re a multi-outlet chain with stores across Australia, or a family-run shop in regional Tasmania, communicate why sustainability is a core pillar within your ethos. To develop a deeper relationship with customers whose values are aligned with your own, communicate the causes your business benefits, how your actions create a better product or customer experience and your long-term goals and initiatives. This goes not only for sustainability, but any cause that’s important to you and your business.

Tell the truth, avoid ‘greenwashing’

As the demand for sustainable brands and products has grown, ‘greenwashing’ – when businesses make misleading claims about how sustainable their operations or products are – has increased, too. Whatever you do, do so truthfully. When it comes to sustainability, ensure you walk the walk if you talk the talk. Think of sustainability as a long-term strategy, rather than a short-term fad; in doing so, you’ll find shoppers’ affinity to your brand will grow. Just as sustainability is important to consumers, so too is trust.

Sustainability is not a short-term craze, but a long-term trend and one that can help brands build deeper, more meaningful connections as conscientious consumerism builds. Increasing sustainability doesn’t require major tactics or a commitment to change the world, just a devotion – on a local scale – to be part of the solution. Whether you’re taking small steps to reduce your business’ environmental impact, or are already well underway, remember it pays to take the sustainable route.

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