1. Will consumers pay for sustainable fabrics? The prices of single products made of sustainable fabrics are generally high, and the technology and quality control are still immature. To truly achieve 100% recyclability, there are still great challenges. Sustainable development not only means that its materials are sustainable and developable, but more importantly, "the unity of knowledge and action" is the change of consumer values in the minds of consumers. This change largely depends on the implementation of marketing strategies.
2. The market challenge of sustainable fabrics. Many people pursue environmental protection and only pursue environmental protection of materials. However, I think the real waste of the clothing industry lies in the waste of resources due to the fact that fashion changes too fast. The clothing itself can actually be worn for a long time, but in pursuit of fashion, people will continue to abandon old clothes and buy new ones. A domestic brand once launched a challenge of not buying new clothes for 52 weeks, but in the end most people ended in failure. To be environmentally friendly, I believe that people's ideas must also be improved together. Perhaps there are no absolutely environmentally friendly materials, any material will have unpredictable risks, and more importantly, people’s perceptions change.
Fashion trends sometimes under the banner of consumer egoism, while talking about environmental protection and sustainability. There are too many interest-related parties involved in the apparel industry chain, and the inability to reach consensus among everyone is also an obstacle to the promotion of sustainable fabrics. But in my opinion, what worries me the most is that some brands chant environmental protection while burning inventory for fear of reducing brand tonality. A truly sustainable product requires thinking about the environmental impact of each phase of the product life cycle before the development. But in fact, most companies just start to practice sustainable fabrics and just use this concept as a market tool.
But in fact, if knowledge can be popularized from another aspect, awakening consumers' awareness of environmental protection is actually a kind of progress, not just a face-saving project. In terms of achieving sustainable development, there is currently no domestic supply chain that follows sustainable fashion brands. The basic status quo is to make money. But there are also more and more brands starting to pay attention to the ring...