How Can Fast Fashion Brands Slow Down And Do "Sustainable Fashion"?

Signing fashion environmental agreements, using renewable materials, implementing the old clothes recycling scheme, and introducing environmental protection series of single products, the fashion industry, aimed at the trend that "environmental protection has become a fashion of life", and constantly refreshed the strategy of "green marketing".

But how can "green marketing" be sincere and effective, not just marketing gimmicks?

Is the fashion brand, especially the fast fashion brand, famous for its "new fast, high style and high consumption", can it really achieve a sustainable fashion solution?

In Binzhou, Shandong, the pilot project of "organic cotton" was launched to support the pformation of 300 cotton farmers from traditional cotton to organic cotton.

The fast fashion brand C&A, founded in 1841, is trying to deepen the strategy of "sustainable strategy" in the Chinese market in Holland.

On a yearly basis, sustainability reports are published regularly, showing raw material sourcing sources, revealing brand's greenhouse gas and water footprint, and publishing highly pparent supply chain information.

Since 2016, C&A has held "green new fashion" activities all over the world every year.

The "China fashion consumption survey" released by "gorgeous ambition" shows that 28.7% of the 80 and post-90 high-end consumers will pay more attention to the brand because of the brand's emphasis on environmental protection and other social responsibilities, and even feel good about it.

And C&A's "sustainable strategy" is not just to win more goodwill for the brand, but what it takes is to really contribute to "green change" for the whole industry.

Recently, "gorgeous" exclusive interview with C&A global chief sustainable development officer Jeffrey Hogue, in his view, the biggest challenge facing the world today is how to create an environment for non-traditional cooperation, so that all brands can join hands to deal with the main impact of the collective value chain.

He emphasized that "the strength of the brand alone is not enough. Only joint efforts can bring more changes."

In recent years, the innovation of fabric has been one of the most attractive environmental sports in the fashion industry. C&A China has made a deep plowing of "environmental cotton" in the field of fabric.

In the process of planting, organic cotton will require a complete prohibition of the use of toxic and non degradable synthetic agrochemicals, as well as the complete prohibition of the cultivation of genetically modified seeds.

Therefore, no matter for the ecological environment, producers or users, organic cotton is more green and safe.

In 2005, C&A joined the Textile Exchange and began to advocate the green clothing industry chain in many countries and regions around the world.

From 2012 to now, C&A has always been the world's leading purchaser of organic cotton.

Promoting recyclable fashion trends

How to truly "sustainable fashion" instead of simply setting up "environmental ethics" is a topic that many fashion brands have been thinking and exploring.

In the C&A and C&A Foundation's 2017 global sustainable development report, as of 2017, C&A has launched over 1 million 300 thousand Cradle to Cradle (C2C) Certified Certified garments to the global market, and has maintained the most sustainable fashion series in the market today.

And C&A promises that by 2020, more sustainable materials will be selected for C&A 2/3 purchasing materials.

Localization is a sustainable project.

The concept of "sustainable development" of C&A is also reflected in upholding "localization".

The fashion industry is a multi chain operation system. The localization production of environmental protection raw materials can not only benefit the local economy, but also benefit the natural environment and also reduce the carbon emissions from cross-border pportation.

C&A vigorously promotes the localization of organic cotton in China. In addition to meeting the brand's demand for green materials, it also allows more Chinese cotton growers to turn to green materials growers and pass on the concept of sustainable development to more producers.

In 2018, C&A China held the theme of "the theme of restoring the antique in the 80 century - C&A environmental friendly cotton product design competition". With the theme of "green new fashion", more designers were invited to make creative designs for C&A China's graphic design of environmental friendly cotton products (T shirts, environmental bags).

For example, C&A has been carrying out green environmental education for team members, organizing them to learn planting and picking cotton at Binzhou organic cotton base in Shandong, and talking with farm workers, so that every team member realizes that "I" is related to the practice of sustainable development.

In recent years, in the "Wear the change green new fashion" environmental protection activities, C&A has passed the meaning and idea behind the environmental protection products to Chinese consumers, helping them form the concept of "sustainable fashion", becoming a conscious and rational consumer, not only buying new clothes and customs, but also paying more attention to the production of "who, where, how".

How can fast fashion companies do "sustainable fashion"?

C&A's strategy sounds simple: producing sustainable products, adhering to sustainable supply chains, and influencing sustainable life, there is no shortcut, it takes time, patience and cooperation.

Sometimes, slowing down may be the fastest way to reach the target.

Gorgeous ambition: in 2016, C&A launched Wear the change green new fashion environmental protection campaign for the first time.

In 2018, C&A launched the event in China.

At present, what has been achieved and what feedback has been achieved?

Jeffrey Hogue:#WearTheChange green new fashion activities are very popular in China. We are glad to see that Chinese consumers can closely associate this activity with C & A.

So far, we have invited consumers to participate in a series of high quality #WearTheChange green new fashion activities. We believe that these activities can effectively promote the brand's sustainable products, and at the same time, convey our global commitment to sustainable development.

Hua Lizhi: the traditional view is that fast fashion is not a real sustainable development industry, for example, the fast fashion industry often emphasizes the new speed, resulting in a sharp increase in waste products and so on.

What kind of sustainable development plan do you think the fast fashion industry needs?

Have you seen any more sustainable fashion solutions?

Jeffrey Hogue: at present, the trend of sustainable development in the fashion industry is at its peak. Most international brands, including C&A, focus on these challenges and apply strong resources to deal with them.

At C&A, we believe that we can create a recycling model to keep the raw materials and fibers in an eternal flow -- this is our "Cradle to Cradle" program.

The fashion products produced by this model can benefit the future life of consumers. We promise to use innocuous materials only in the manufacturing process, which will also have a positive impact on the environment and society.

Magnificent ambition: there will be some degree of conflict between the sustainable fashion and the commercial market, or some sacrifice must be made by the enterprise.

From this perspective, what experience or mechanism does C&A have to ensure a better balance between adhering to sustainable fashion and business?

Is there a relevant assessment mechanism to promote the brand's sustainable fashion from the aspects of enterprise management, operation and organizational structure?

Jeffrey Hogue: we have different views on this issue.

When opening the organic cotton certification tour, we decided not to pass on the cost of organic cotton to consumers.

This decision has made our consumers have a broader understanding of organic agriculture and its benefits.

In 2005, C&A was the only international brand in the world to sell organic cotton at super value retail prices.

From 2005 to 2018, the total number of C&A certified organic cotton products increased from 1 million to 1.4 billion pieces.

This is a good example of how companies should stick to their beliefs and maintain sustainable development in the face of challenges, so as to develop a larger market for organic cotton and enhance their awareness of the brand's efforts in the field of sustainability.

Gorgeous: we understand that in the aspect of fabric research and development, C&A will launch environmental protection fabric series every year and launch a pilot project of organic cotton planting in Shandong, China.

In the process of project initiation and implementation, did C&A encounter some challenges and experience accumulated?

Jeffrey Hogue: compared with traditional cotton, the yield of organic cotton is relatively low, and farmers initially have concerns about organic cotton planting.

In this regard, we have made positive efforts, and the most important thing is to create a real case to convince them that C&A can protect their economic benefits and ensure that the organic cotton they grow will be purchased.

After several harvest seasons, farmers found that they could indeed benefit from planting organic cotton, and at the same time, the green raw materials they had grown would eventually be sold to Chinese consumers.

They are proud to be producers of organic cotton and become part of sustainable development.

Hua Lizhi: for C&A, in implementing sustainable development, what is the core and most important strategy from design to raw material procurement, from production to store operation?

What is the biggest challenge to China?

The Chinese market is the most needed market for sustainable development.

Is there a specific target set specifically for the Chinese market?

Jeffrey Hogue: in order to control the impact of raw materials in our value chain, we have formulated a comprehensive strategy, which has three pillars: sustainable products, sustainable supply and sustainable life.

In every pillar of our strategy, we set goals for its impact areas and monitor and measure progress through online Sustainability Reports.

We are a global company, so we will take a comprehensive look at the major retail markets and the strategy of sourcing countries including China.

The biggest challenge facing the world today is how to create an environment for non-traditional cooperation, so that all brands can work together to cope with the main impact of the collective value chain.

We believe that the power of the brand alone is not enough. Only joint efforts can bring about more changes.

Luxuriant ambition: promoting sustainable fashion requires brand partners to cooperate with manufacturers and fabric suppliers. What aspects do you think the brand side can affect the sustainable development of other aspects of the supply chain?

For example, design, fabric procurement, partner inspection and so on.

Jeffrey Hogue: as I said before, brand collaboration is the key to creating a systemic change in the industry.

At present, C&A has cooperated in various fields, including the fashion circulation initiative launched by the joint Ellen MacArthur foundation, the minimum living wage bill initiative, and the industry group concerned with supply chain repair and capacity building.

Hua Lizhi: according to a report released by Youzhi, young consumers in China will be willing to choose more socially responsible brands.

According to your observations, what changes have taken place in consumer preferences and environmental awareness in China in recent years?

Jeffrey Hogue: every year we conduct research on the sustainable development of consumers, which is consistent with your findings.

Chinese consumers have a strong sense of sustainability, with particular emphasis on healthy living and air quality.

However, we also see that few consumers can tell which brand of Chinese fashion is most sustainable, and this also provides an opportunity for domestic and foreign brands to encourage them to interact with Chinese consumers on sustainable development.

Magnificent ambition: as a Holland brand with 178 years of history and six generations of heritage, what is the key to maintaining vitality?

In your opinion, what is the most important aspect of company culture?

Jeffrey Hogue: we can provide targeted products and services to consumers in different markets. Therefore, we regard ourselves as an international retailer, not just a country brand.

The culture of a company can be renewed and renewed because of our strong traditions and values.

C & A is a company that can measure the sustainable development of several generations. It encourages employees to participate actively, and also establishes a bond between consumers and brands.