With the outbreak of the pandemic, the fashion industry has witnessed a notable shift in sustainability. Regarding the survey “Consumer Sentiment on Sustainability in Fashion” conducted by McKinsey, “Of surveyed consumers, 67 percent consider the use of sustainable materials to be an important purchasing factor, and 63 percent consider a brand’s promotion of sustainability in the same way.” The increased time spent indoors and the rise of remote working led to a decreased demand for formal attire and a greater emphasis on comfortable, functional clothing. This shift in consumer preferences created an opportunity for sustainable fashion brands that prioritize sustainability. Consumers began to seek out brands that aligned with their values and emphasized sustainable practices.
Image Credit: EcoCult
During and after the pandemic, the importance of second-hand and capsule wardrobes also has gained power. Many influencers and celebrities have shown support for conscious shopping and raised awareness about sustainable fashion. They have encouraged people to make more mindful choices when it comes to their fashion consumption. By embracing second-hand clothing and promoting the concept of capsule wardrobes, they have played a significant role in creating awareness and encouraging sustainable fashion practices.
Image Credit: Stella McCartney, Frayme bag made from Mylo, an alternative leather made from mushroom roots
The COVID-19 ramifications on the fashion industry were different from previous economic recessions and health crises due to their bilateral nature. Due to the pandemic, many production facilities had to shut down, leading to decreased production. This resulted in disruptions in the supply of raw materials and materials. Transportation was also affected due to lockdowns and travel restrictions. Additionally, people's shopping habits changed during this period. There was a decline in demand due to the same limits and many people have become more conscious of their shopping habits, environment, and society. There was a growing awareness of the importance of supporting sustainable and ethical brands.
The fast fashion industry was losing money. Kleiderly explains that; in Germany, fashion brands were losing 1.5 billion euros per day. Online shopping only increased in the UK by 22% (compared to 2016), which is lower than expected. This left the fashion industry in an inventory crisis.
Sustainability in 2023
While sustainable fashion gained popularity during the Covid-19 pandemic, it continues to face both progress and challenges. Despite its growth, sustainable fashion practices have not yet been fully embraced, and the traditional fashion industry still remains mainstream. So, what are the reasons sustainable fashion fell behind?
In our opinion, the slowdown of sustainable fashion can be attributed to people longing for their pre-pandemic lifestyles. Activities such as dressing up in chic and stylish clothes, dining at fancy restaurants, socializing, and leisurely strolling through stores were greatly missed during the pandemic. With the end of the pandemic, the focus on sustainable fashion has somewhat waned due to these desires for a return to normal.
Image Credit: Bassike, #morethanbassike campaign
Limited availability and accessibility
Limited availability and accessibility also contribute to the slowdown of sustainable fashion. As sustainable practices are not universally adopted by all brands, the options for sustainable fashion remain limited. Additionally, the higher price point of sustainable fashion products makes them less accessible to a wider audience.
Resistance from Traditional Fashion Industry
Another factor is the resistance from the traditional fashion industry, which continues to dominate the market with its fast fashion business model. Brands may resist the shift towards sustainable practices due to concerns about profitability and the challenges of restructuring their supply chains, among other reasons.
Economic Reasons
The production of sustainable fashion is costlier. The use of sustainable materials and ethical production processes can increase production costs, resulting in higher prices for sustainable fashion products. Moreover, economic uncertainties worldwide lead to consumers limiting their spending and global brands choosing fast fashion approaches.
In summary, the sustainable fashion movement has experienced growth and increased consumer awareness during the COVID-19 pandemic. However, the sustainable fashion industry is still in its developmental stage, requiring further work and collaboration. Achieving mainstream adoption of sustainable fashion requires collaboration among various stakeholders, including brands, manufacturers, retailers, and consumers. It requires systemic changes in production, consumption patterns, and industry standards. The future holds promising opportunities for the continued growth of sustainable fashion, paving the way for a more responsible and conscious industry.
Comments