Assignment Task
Task
Sustainable Fashion is the use of renewable, clean raw materials, carbon reduction, durability, and lifespan (Panayiota et al., 2016). Sustainability has been the current discussion in the fashion industry. According to Amed et al. (2020), out of the ten trends that were emerging in the fashion industry, sustainability was one. This could be due to; consumers are more aware of the impact of unethical fashion, thus making a conscious decision to go green. The Business Research Company (2020) states that 66% of consumers consider purchasing sustainable luxury products. A problem that can be identified, is greenwashing. Greenwashing is a marketing strategy that falsely , or policies as environmentally friendly (Hill, 2021). Companies such as Shein and Boohoo, greenwash and often mislead consumers. As more information is being publicly offered, consumers are valuing transparency. Kim et al. (2020) argues that 52% of Millennials conduct research before purchasing, and 42% require information on the resources used for the product. Therefore, it is crucial that more transparent and sustainable services should be reported as only 47% of brands disclose their logistics (Fashion Revolution, 2021).
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