The sustainable way of Chinese fashion industry From Roland Berger &wwd

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Roland Berger and WWD, a famous international fashion industry media, jointly formed the white paper “action is imminent, shaping sustainable fashion – the sustainable road of China’s fashion industry”, which was officially released today. In three months, we conducted in-depth research on 1000 consumers and 50 original design enterprises from fashion brands, supply chains, e-commerce platforms, retailers and international and domestic original design enterprises by combining quantitative research with qualitative analysis, and conducted comprehensive analysis in combination with existing authoritative data and data, focusing on “consumer insight” and “industrial insight” to eliminate information asymmetry, It combs the reality and planning for the sustainable development of China’s fashion industry.

This white paper will integrate the impact of the fashion industry on the climate, the summary and analysis of the real opinions of consumers and enterprise managers, and with the framework and key points of “four consumer trends”, “five development inspirations” and “six future directions”, it aims to appeal to the brand / Enterprise of the whole industry to pay attention to sustainability and transformation, and consumers’ in-depth thinking on consumption concepts and fashion lifestyles.

Climate change is now inevitable and should be paid more attention to

Compared with the pre industrial world, our impact on the environment is reaching +1 ° C. Whether we can limit global warming to +1.5 ° C, actions before 2030 will be crucial. However, due to the complex and global intertwined supply chain of the fashion industry, the exact contribution of the fashion industry is not clear, and it is difficult to reach a consensus between the upstream and downstream of the value chain. What is clear is that as a link between suppliers, consumers and regulators, brands / enterprises occupy a special role.

“Four consumer trends” — the evolution of Chinese consumers’ fashion consumption

“Sustainable fashion” has a huge potential market base in China. Consumers’ awareness of environmental protection continues to increase, and more than 90% of consumers have begun to take a “concern” attitude towards sustainable development topics such as environmental pollution, carbon emissions, plastic use and resource waste. More than half of consumers also found and recognized the actions that the brand is making for the development of sustainable fashion; At the same time, they are also adjusting their ideas and behaviors, and are inclined to consume “sustainable” related products and accept a certain premium. It is also hoped that brands and the government will more decisively help the fashion industry change to sustainable development.

Starting from consumer insight, the white paper suggests that brands can take keywords such as “environmental protection”, “carbon reduction”, “plastic reduction”, “healthy wear”, “organic materials” and “extending product life cycle” as the entry point of sustainable fashion narrative and innovation. At the same time, practicing corporate social responsibility will also greatly help the brand win the recognition and support of mature consumers.

Practical record of Sustainable Leadership in China’s fashion industry and “five development inspirations”

In terms of industrial insight, a gratifying result is that nearly 90% of brands / enterprises are willing to integrate the concept of sustainability into their internal culture, management and business development, and nearly 40% of enterprises / brands have clear and quantitative sustainable development goals. In practice, they are also actively carrying out “decarbonization leverage” – fashion brands and suppliers use various levers in the entire value chain to reduce and eliminate greenhouse gas emissions, among which “material processing and procurement”, “yarn / fabric production” and “textile production” have become the most important value chain links that most brands / enterprises consider sustainable empowerment, and there have been many actions in selecting suppliers, environmentally friendly fabrics Three aspects of brand green positioning are put into practice.

The white paper suggests that upstream and downstream enterprises in the fashion industry can actively adopt eco-friendly materials; Establish a circular fashion business model; Using digital tools to improve efficiency and collaborative improvement; Balance slow fashion trends; Pay attention to the strategic layout of diversified communication with consumers, and make full preparations for sustainable fashion reform.

“Six future directions” — six future sustainable directions of brands / enterprises worthy of attention

Enterprises / brands can pay attention to the future development direction of sustainable fashion: “whole chain layout, reputation investment, starting from design, deepening communication, habit formation, digital future”. Fashion retail enterprises are also undergoing unprecedented transformation. “Digital breakthrough, holographic sustainability, zero carbon operation” will continue to help their development

The realization of sustainable fashion requires the establishment of a virtuous closed loop from raw materials, to creativity, production, marketing, retail, and then to consumers. In this way, the investment in sustainable transformation at the industrial end can flow back into reinvested capital, and the lifestyle of consumers can also be gradually changed due to the continuous supply of sustainable products. Therefore, it is particularly important for enterprises and consumers to communicate and understand each other about needs, preferences, innovation, vision and so on. I hope this white paper can convey the voice of consumers, connect brands / enterprises, explore together, and work together to truly make the “sustainable” topic a new development, new opportunity, and new layout of the fashion industry.

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