Sustainable collections have become a major focus for big fashion brands as they strive to reduce their environmental impact. These initiatives include using sustainable materials, improving manufacturing conditions, and reducing CO2 emissions. Many mass-market fast-fashion brands have even launched dedicated eco-friendly lines alongside their regular collections. Examples of these lines include H&M’s Join Life, Mango’s Committed, and Zara’s Join Life.
A recent study conducted by brand comparison expert Retviews sheds light on how these sustainable collections fit into the overall offerings of major brands such as H&M, Zara, Mango, Uniqlo, and C&A. Despite the global pandemic, the study reveals that brands are increasingly emphasizing their eco-friendly initiatives, and sustainability remains a top priority.
The study found that each brand had varying levels of commitment to sustainability. Mango notably increased its sustainable offerings from 1% in the first quarter of 2020 to 9% in the same period of 2021. H&M also experienced significant growth, increasing its sustainable offerings from 10% to 23%. However, Zara and C&A saw a decline in their sustainable production, with Zara dropping from 30% to 6% and C&A from 23% to 3%.
In a direct comparison between H&M and Zara, H&M offers 23% sustainable fashion out of its total product selection, while Zara only offers 6%. Interestingly, the average price of eco-friendly items in both brands is similar at €28.10 for H&M and €28.60 for Zara. Sustainable collections in both brands also displayed a balance between sustainable materials and non-sustainable materials derived from petroleum.
The study also identified changes in product categories within sustainable collections. T-shirts, jeans, and trousers saw a significant increase in 2021, while dresses were less prominent. This shift may be attributed to the pandemic and a focus on products that are less trend-dependent.
When it comes to pricing strategies, brands take different approaches. Mango’s sustainable pieces are priced the same as its classic collection at €39, while H&M offers cheaper sustainable options. On the other hand, C&A, Uniqlo, and Zara have higher prices for their sustainable collections compared to their main lines.
Discounts on sustainable clothing lines are another area of concern for brands. On average, brands offer smaller discounts on eco-friendly garments compared to their main-line products. However, C&A and Mango offer higher discounts on sustainable options compared to their classic lines.
The study also highlighted challenges regarding the information provided on e-commerce platforms regarding the sustainability of products. It also raised questions about the transparency of information related to whether the polymers used in production are virgin or recycled.
Overall, the study provides valuable insights into how big fashion brands approach eco-friendly fashion. While some brands have made significant progress in their sustainable initiatives, others have seen a decline. The study also brings attention to pricing strategies and the level of information provided to consumers. As sustainability continues to be a priority for consumers, it is crucial for brands to prioritize transparency and take meaningful steps towards more sustainable practices in the fashion industry.
Useful links to learn more on sustainable fashion:
1. Vogue Business Sustainability
2. Business of Fashion Sustainability
