HOW FASHION BRANDS ARE SHOWING SOCIAL RESPONSIBILITY

The guests gathered at Raymond’s Breach Candy store in Mumbai earlier last month for the launch of its new TVC ‘The Story Re-Spun’ had one question on their minds - how will the corporate professional accustomed to crease-free work-wear warm up to organic khadi? But the retailer knew he had pressed the right button when the campaign around their just-launched khadi initiative clocked 15 million views in 30 hours on social media.

Going Green

Fashion retailers have taken a sustainable route to avoid factors that may affect them adversely in the years to come. The ‘Pulse of the Fashion Industry 2017’ projects that by the year 2030, fashion brands would see a decline in EBIT margins of more than 3% points if they were to continue business as usual. With resources becoming scarce, the industry is set to face rising costs from labour to materials and energy. “Sustainability in fashion retail extends right from the raw materials used in manufacturing to how products are used and disposed,” explains Abhishek Bansal, Head of Sustainability, Arvind Ltd.

In 2013, Levi Strauss & Co created a new denim range made of garbage. In February this year, the denim maker announced Project FLX (future-led execution) – a technique that will cut out harmful chemicals. The company has committed to achieving a “zero discharge of hazardous chemicals by 2020.”

Not an Easy Game

However, making a sustainable switch isn’t an easy ballgame for retailers. There are challenges such as availability of technology and negative policies. “We wanted to convert all our power requirements to solar power but the policy does not allow us to go beyond 50% of the connected power load,” highlights Bansal.

Customers too are a critical driver for the adoption of sustainable fashion. While price remains the key differentiator, many customers today feel socially responsible and pay attention to how the apparels are made. However, the number of such consumers who understand this need and are willing to adopt this change is very small. So, driving this lifestyle change and bringing about a change in the mindset is critical.

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