In recent years, the fashion industry has faced increasing scrutiny over its environmental and social impact. A recent consumer report by Affirm found that 76 percent of consumers believe it is important for the fashion items they purchase to be sustainable. Consumers are demanding more Transparency in Fashion.

Consumers want to know how their clothes are made and the impact they have on the planet. This has prompted brands to reevaluate their communication strategies and consider a more open and honest approach.

According to Fashion Revolution’s latest Index, brands have made little progress in disclosing their sustainability efforts. There have also been reports of brands exaggerating their sustainable efforts for marketing purposes, now known as greenwashing. This lack of transparency is hindering the progress of the fashion industry in creating a more sustainable fashion ecosystem.

What is Transparency in Fashion?

In today’s world, transparency has become the new trend in sustainable brands. Consumers are no longer satisfied with simple claims of being eco-friendly or socially responsible. They want to know the whole story behind the products they purchase, from the sourcing of raw materials to the manufacturing process and the impact on local communities.

Transparency in sustainable brands means being open and honest about all aspects of the business. It means sharing information about the supply chain, the environmental impact, and the social initiatives in place. By being transparent, brands are able to build trust with their customers and showcase their commitment to sustainability.

One of the key reasons transparency is gaining popularity is the rise of conscious consumerism. People are becoming more aware of the impact their choices have on the environment and society, and they are actively seeking brands that align with their values. By providing detailed information about their practices, sustainable brands can attract and retain customers who are looking for ethical and responsible options.

Moreover, transparency allows brands to be held accountable. By opening up their operations to scrutiny, they are more likely to identify areas for improvement and take proactive steps towards sustainability. This can lead to innovation and the development of new, greener technologies and processes.

Transparency is no longer just a buzzword, but a crucial element of sustainable brands. By embracing transparency, brands can build trust, attract conscious consumers, and drive positive change in the industry.

Why Transparency is Important

Transparency plays a crucial role in holding brands accountable for their actions. It allows consumers to have a clear picture of a company’s practices and enables them to demand more from the brands they support. Unions and civil society organizations also rely on transparency to ensure the safety and well-being of workers in the fashion supply chain.

Moreover, transparency helps drive the fashion industry towards positive change. By shedding light on the truth behind fashion production, it encourages brands to reevaluate their business models and make necessary improvements. Brands that embrace transparency can build trust with their audience and differentiate themselves in a market where conscious consumerism is on the rise.

A History of ‘Green-washing’

Popular fast-fashion brand Zara, has faced criticism for its lack of transparency and misleading sustainability claims. The brand’s “Join Life” collection, marketed as sustainable, was found to have exaggerated claims lacking evidence. Zara was accused of green-washing by using vague terms without providing concrete information about sourcing practices or environmental impact.

The Fashion Transparency Index – Brands Will Be Held Accountable

Similarly, Primark has faced accusations of fabricating sustainability claims. The brand launched its “Primark Cares” campaign to promote ethical and sustainable practices. However, investigations revealed that Primark’s claims were misleading and lacked evidence. The brand was criticised for inadequate supply chain information and a failure to address key sustainability issues.

While the demand for transparency has increased, the fashion industry still has a long way to go. The Fashion Revolution’s Fashion Transparency Index evaluates the transparency of major fashion brands and retailers.

While some brands have made significant progress, many still score low in terms of disclosing information about their social and environmental policies and practices.

The Fashion Transparency Index, created by Fashion Revolution, ranks 250 brands based on the information they publicly disclose about sustainability. The index covers a wide range of categories, including animal welfare, biodiversity, working conditions, and recycling.

The Fashion Transparency Index highlights several notable gaps in brands’ sustainability disclosure. One of the major shortcomings is the lack of information regarding production volumes and suppliers beyond tier one. Brands often fail to provide comprehensive details about their supply chains, hindering efforts to trace the environmental and social impacts of their operations.

Redefining Retailers’ Responsibility

Transparency in the fashion industry goes beyond just production methods. As consumer preferences evolve, brands and retailers must also consider the impact of their supply chains and distribution methods. Consumers are increasingly looking for responsible products and platforms that align with their values.

Dio Kurazawa, founder of sustainability consultancy The Bear Scouts, suggests that multi-brand retailers have an opportunity to assess the sourcing practices of the brands they carry. By partnering with brands that prioritize sustainability and responsible sourcing, retailers can attract consumers who want to support companies that align with their values.

Embracing Transparency for the Future

As consumers become more informed and vocal about sustainability issues, brands must embrace radical transparency to gain and retain consumer trust. Misleading marketing campaigns and false sustainability promises are no longer acceptable. Brands must reveal the hidden costs of production, address labor and climate issues, and openly communicate their efforts to build trust with savvy consumers.

By adopting transparency and being open and honest about their operations, brands can build credibility, differentiate themselves in a crowded market, and create a loyal consumer base that values sustainability and social responsibility.

Empowering Consumers for Change

Consumers have a powerful role to play in driving change within the fashion industry. By making conscious choices and supporting transparent brands, consumers can influence the practices of fashion companies. Good On You makes it easy for consumers to make better choices by providing easily understandable ratings and information about the impact of their favorite brands.

In addition to supporting transparent brands, consumers can also take other actions to promote sustainability in the fashion industry. Choosing garments made from sustainable materials, caring for clothes to make them last longer, and advocating for change through social media and other platforms are all ways consumers can contribute to the transformation of the fashion industry.