Transparency in the fashion industry
Consumers are becoming more conscious and genuinely interested in the sources and consequences of their purchases. This is also a reality in the fashion industry, and brand transparency is something that is gradually considered when making purchasing decisions.
When Rana Plaza collapsed back in 2013 and thousands of garment workers died, the world was shocked and started to look at the fashion industry differently. People realised that many fashion brands from which they bought their clothes were sourced by suppliers who did not protect their workers’ safety and concluded that they really did not know where their clothes were made.
From that day on, a rising number of people have been pushing the fashion industry to do better not only for people but also for the planet and animals. Since consumers want to make more ethical and sustainable choices when shopping, they are demanding that brands become more transparent.
How does transparency apply to fashion?
Put simply, it is all about being as open and honest as possible about what is going on behind the scenes – that is, sharing how, where, and by whom a garment was made.
In other words, it entails providing visibility into a product’s whole lifecycle, from the design and sourcing to the working conditions and environmental footprint involved in manufacturing, all the way through shipping, retail sales, and product care information.
Being transparent about the processes impacts does not mean a brand is working to improve them, but it does mean that consumers are able to make more informed purchase decisions. This way, they know exactly what they are buying.
Why does transparency matters?
Consumers have the right to make the best purchasing decisions based on their personal beliefs, and in fact they are increasingly valuing brands that provide the information they pursue.
Besides allowing shoppers to make more informed decisions, transparency also brings them closer to brands and helps them form an emotional bond, leading to a higher chance of repeat purchases as there is more trust.
An honest supply chain benefits both shoppers and brands. And as everything is more truthful, transparency puts us closer to a more ethical and sustainable fashion industry.
The state of transparency in the fashion industry
An increasing number of brands are embracing more sustainable and ethical product creation strategies. On the other hand, they are also becoming aware of consumers’ interest in knowing the origins of the products they purchase, and as a result, they choose to be more transparent.
However, there is still a long way to go in the fashion industry, and several aspects must be improved. It is a work in progress that every brand should do to raise the standards for the fashion industry as a whole. While transparency alone is not the solution, it does help brands and consumers understand what is going on and how it might be improved.
What can consumers do?
The real power resides with consumers, because they have the power of choosing. Shoppers are the ones who can choose better brands, better materials, better garments, better working conditions, and better wages. We are all connected, and each of us plays a role in change.
It all comes to “buy less, choose well, make it last”, quoting Vivienne Westwood.
