Trends in Fashion Branding (p.II)
Recently, public figures are increasingly focusing on social issues related to the fashion industry.
Consumer habits have led to record-high levels of textile waste. People are buying more clothes than they need, resulting in billions of tons of textiles ending up in landfills each year. Fast fashion, once popular for its ability to quickly and cheaply replicate runway looks, is giving way to slow fashion — more sustainable, durable clothing choices.
As the environmental impact of fast fashion catches up with the industry, people are turning more to brands that either produce high-quality, long-lasting items or use recycled materials, favoring companies committed to ethical manufacturing. These values are increasingly reflected in the brand platforms of modern fashion companies.
Millennials and Brand Social Responsibility
Millennials have become the generation most informed about brands’ social and environmental missions, often avoiding companies that do not engage in programs contributing to social progress and environmental preservation.
According to a Nielsen survey, 73% of millennials are willing to pay more for brands focused on sustainability. For this generation, clothing also needs to align with personal values, pushing companies toward eco-friendly practices. As people continue shifting their lifestyles toward sustainability, these brand missions are likely to endure for years.
Brand Mission – Sustainable Development
While some brands struggle with uncertainty, the most successful ones are those that can capture the emerging trends shaping the fashion landscape.
While players in the Russian market are only beginning to adopt these trends, Western companies are already actively investing in sustainable business practices and embedding responsible consumption values in their communications. The emphasis is not only on an omnichannel perspective but also on sustainable development across the entire value chain.
Developing Brand Missions
At Electric Brand Consultants, we have extensive experience in defining brand missions and values across industries. Contact our specialists to discuss your project.
