Sustainability and the modern customer. How customers are now saying NO to fast Fashion, and how to join the change this summer! (part 1)
by AKO • Jul 11, 2019 | SUSTAINABILITY

As the global fashion industry heads towards a period of century-long changes, the wheels are finally changing, and customers realize their power in driving these alterations. But what really does a fashion choice mean in this clime? We’re still figuring that out.

Here is our take some ethical fashion choices and how you can join the change this summer.

Be fashion conscious and support ethical fashion. For a modern customer, it is essential to understand that clothes you buy have an effect on the environment; from the production process to the utilization process, and supporting ethical fashion means respecting workers rights for appropriate production and compensation conditions.

Invest in quality and sustainable materials. While sustainable fashion might be turning from trend to strategy, modern consumers are investing their fashion budgets into long-lasting apparel. Meaning buying less amount of clothes, but of a higher impeccable quality from eco-friendly and sustainable materials to cruelty-free materials. Fashion stylists should promote such method of curating a wardrobe, as this allows a great capsule of interchangeable apparel that will function for years and, at the same time reduce the amount of fashion trash utilized every fashion season. This is especially important, as the fashion industry is still among the most polluting industries in the world.

A rule of thumb is the need to clear every new space before a shopping trip – for those of us unstung by the impulsive buying bug- you could find items similar to a prospective purchase. Follow that action by the soul searching question of “Do I really need this?” All answers, yes? Then get yourself that shopping feast you deserve.

Fast fashion is cool, but its glory fades. Fashion mass-market giants continue to make us look similar to one another, and while the price tags on these fast fashion items are as tempting, the production quality still remains weak and unethical. Hence it’s in the rule book to be decisive when shopping with fast fashion brands. On the other hand, it’s always a winner to add a modern bespoke touch to your style and wardrobe there are lots of small independent brands that specialize in making good original limited edition clothing with sustainability in their DNA.

Lastly, don’t get into fashion panic. Fashion marketers are there to make our lives a fashion hell already, don’t make it easier for them. Sale periods haunts you from season to season, and it’s significant stress to resist these attractive bargains, but before grabbing another 70% off sale dress, try to think if its a one-off, or a timeless piece. Let’s be honest, everyone owns that item we impulsively bought for a “friend’s wedding” we wear it once, and it stays 7 years in our closet without getting any special cleaning. In this case, getting a one-occasion outfit is fine, but after that one time, make it work for others- It doesn’t have to be vintage Chanel to go on resale market. Give the outfit a new life in someone else’s closet and clean your wardrobe for in trend or more timeless items.

Finally, don’t buy clothes that don’t fit you or your style, It never will. End of story.

Fashion has evolved to be more than just clothes and looking good, it’s being redefined to be about a way of life and thinking showed through apparel both on the supply and on the demand side. The fashion industry now expresses a more intentional attitude towards social transformations, and as more and more customers are gaining awareness and enlightenment in fashion production, there is a new wave of the modern customer- one conscious about garment production, choices, and purchases, and the environmental and social influences of these processes.

“Customers are more demanding than ever. They have more power than they used to. They are smarter and have higher expectations than ever before. After all, we taught them!” – Shep Hyken

A significant percentage of consumers today have become aware of conscious decision making with buying. People are buying less, adjusting their shopping habits, and investing in quality and value, and AKO is in full support of this, as this aligns with our mission. Don’t be afraid to join the change!




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