“People have the time to investigate these brands and what they stand for.”
“A brand no longer needs to tell us what it stands for; a brand has to tell us what it’s doing.”
As bricks-and-mortar businesses slowly open under new COVID-19 safety guidelines, e-commerce popularity has increased. During this time, shoppers gained more freedom to research brand commitment to sustainability, according to Marshal Cohen, chief industry adviser of the data and analytics company The NPD Group, Inc.
“We’ve had more time to investigate brands and make decisions. People have the time to investigate these brands and what they stand for.”
“People are looking for something that gives them hope. There is a lot of depressing news. Even within the fashion industry, it’s been negative—how factory workers are being treated and brands not paying, while billionaires are making a lot of money while people are suffering. With sustainable brands, it gives you a relief and ability to contribute to something that is positive,” says fashion retailer Rachel Faller.
“People are more concerned about how things are made and are paying attention to quality as opposed to big manufactured goods. I believe there is an emphasis on supporting brands with positive values that are focusing on pushing out quality. People are spending less but investing in ethical and sustainable brands that do well and look great,” says another fashion retailer, Randall Bachner. “Made-to-order sustainable clothes has been a story our audience loves.”
“A brand no longer needs to tell us what it stands for; a brand has to tell us what it’s doing,” Cohen said. “The consumer has to prove to the brands that this means something to them. Not just another marketing tool.” APPAREL NEWS