‘The Fashion Industry Redesigned’: transparency roundup

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“I’ve got a deeper understanding of Provenance and how blockchain works, I can’t wait to work with you!”

(Source: Hannah Watson, Swame)

On the 25th of February, the British Fashion Council and Provenance hosted forward-thinking fashion brands at Somerset House to discuss:

  • Challenges facing the fashion industry
  • Rising demand for transparency
  • Role of technology on the changing nature of trust

In the workshop, the group collaborated to define and develop their individual transparency strategies. This included exploring opportunities for transparency within the shopper journey, then aligning the brand stories to shopper values. We also set about creating an activation plan together that brands could work through following the session to continue on their journey to becoming more open and honest businesses.

Why we find this interesting:

The conversations between businesses at the workshop demonstrated a shared passion to tackle difficult issues through transparency. This new wave of brands have customers that now expect this level of openness and have established these relationships based on shared values.

Following the success of the workshop, we will be sharing our thoughts and processes for creating a transparency strategy via a webinar on the 18th of March.

Register here

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Provenances talks sustainability with the British Fashion Council and BBC Earth at London Fashion Week

Alongside the British Fashion Council, BBC Earth, Colorfix and Mother of Pearl, our founder, Jessi Baker, joined London Fashion Week, “The Fashion Industry Re-Designed”.

The panelists agreed on the importance of sustainability in the fashion industry – demonstrated by the partnership with BBC Earth and their #sustainableme pledge, where people commit to shopping consciously. Along with this, the range of talks that launched London Fashion Week around the topic of sustainability was a clear statement of the important role the fashion industry can play in inspiring change.

Why we find this interesting:

This is the first time sustainability has played such a central role at London Fashion Week. With brands and retailers demonstrating awareness around their social and environmental footprint – more are now looking for ways to make that a core part of their value proposition.

Read more about BBC Earth’s Fashion #sustainableme pledge campaign to see how shoppers and businesses can commit to taking more mindful, positive actions. Learn more

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The UK Environmental Audit Committee publish their 2019 Fashion Report

“We need a new economic model for fashion. Business as usual no longer works.”

(Source: House of Commons Environmental Audits Committee)

The UK’s Environmental Audit Committee Report details the impact of fashion and explores the role of government in re-shaping the industry. The report focuses on two key concerns: First, the environmental impact of the fashion industry in terms of the use of materials, the resulting pollution in manufacturing and the waste from ‘single-use clothing’. Second, the human impact of exploitative working conditions as well as human welfare and fair living standards.

“Over 90% of workers in the global garment industry have no possibility to negotiate their wages and conditions.”

(Source: IndustriALL)

The report goes on to propose a number of solutions; from a 1p garment tax to raise funds for better clothing collection and sorting, through to economic rewards that benefit fashion businesses who design sustainable products with lower environmental impact.

Why we find this interesting:

Government intervention is a key mechanism in catalysing change in the fashion industry. A legislative shift such as the suggested the ‘1p tax’ measure forces businesses to put waste management on the agenda. Those ahead of the curve are addressing this through new business models and product design that minimize waste.

Read the full report here

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“We need to bring the humanity – the human connection between consumer and producer – back to the forefront of the conversation.”

(Source: Fast Company)

This article by the founder of Known Supply, Kohl Crecelius, discusses the environmental and human impact of the overproduction and overconsumption of clothing. It also advocates the importance of sharing stories to rebuild the human connection between the people who make clothing and the people who buy it. The #WhoMadeMyClothes campaign by Fashion Revolution accumulated 533 million social media impressions in 2017 – demonstrating how interest in knowing the people behind our clothes is a growing movement. Brands such as The Little Market and Known Supply are also putting these people at the core of their brands by sharing stories. This then completes the circle between conscious shoppers and the inspiring transparent brands who can break the existing fast-fashion cycle.

Why we find this interesting:

Kohl Crecelius hits the mark on how fashion can innovate to rebuild the humanity within the industry and highlights the opportunity for brands to focus on positive impact as a competitive differentiator. The level of shopper engagement shows that brands who feature these stories can build a real connection with their audience – thus helping drive powerful brand sentiment through that interaction.

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Interested in how blockchain-powered product transparency can help grow trust in your brand? We are creating an-depth guide, sign up here to receive early access.

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About Provenance’s transparency roundup

From the UK’s Modern Slavery Act to the rise of startup brands with open price breakdowns, transparency is an important movement affecting marketing, branding, supply chain and core business strategy for consumer goods brands all over the world. As the market leaders in tech-powered transparency, each month the Provenance team selects our picks of the most impactful and insightful news stories.