What are the consequences in Sustainable Fashion Industry?

 

Lack of awareness about sustainable fashion

In the real world there is a gap between a consumer purchasing a garment and the sustainability. Consumers do not know exactly about what is sustainability. They know the word sustainable fashion but in depth they do not know about it. The major issue is that in the moment of buying a garment a person rarely tend to think about the environment pollution or the working conditions of a random worker at a garment or anything related to the sustainability.in order to establish sustainable fashion we need to educate consumers and make a habit out of it to consider the sustainability when buying a garment.

Selling overpriced products using the label “sustainable fashion “

The pricing of a particular product like a garment which is a necessity good, has to be done by considering the quality, design and material cost. One of the biggest myth is that a Sustainable garment means a high priced garment. Sustainable clothing brands have to be fairly priced according to the quality of material, design, production process. But we can see in the market that some brands who labeled themselves as sustainable clothing brands are making way too overprized garments. Those are not worth at all compared to the quality and other factors of the garment and that is totally not a sustainable clothing. They completely ruin and abduct the market share of sustainable garments. Many clothing retailers make an advantage out of this sustainable fashion concept .they try to increase their profit by only using the label of sustainability and not doing anything related to be sustainable. These kind of fake sustainable brands ruined the image of an actual sustainable brands.

 

Greenwashing

Sustainability has become a marketing tool now and not every company lives up to its claims  .Greenwashing is when companies market themselves as ecofriendly but do not live up to those standards.  They recognized this as not a chance to protect the environment pollution and rethink about the workers or anything matters to the sustainability. Sustainable fashion has become a trend in the world and most people in the world have started to like the concept. Certain companies see this as an opportunity earn profit by doing nothing but to label themselves as sustainable. Greenwashing is just another marketing trick which is used by unethical fast fashion brands. The final and untold results of greenwashing is enhancing the fast fashion industry.

 

 

Consumer’s mindset

Consumer’s mindset about fast fashions is quite in a good position. Most of the consumers consider about facts like the low price, convenience to purchase, number of items that can purchase at a low budget which make a favorable impact on them. Basically fast fashion fulfills all the needs that the consumer has when buying a garment. So it’s a bit difficult to practice consumers to a different trend which is less convenience than for them

 

Inconvenience of measuring

Sustainability cannot be properly measured. The idea of sustainable fashion is differ from person to person, and also it’s a little complicated topic to understand unless you are familiar and update with the fashion industry or sustainability concepts. The reason people are getting distracted with this concept is that there is no any convenience way to deal with it. Currently there is no any international method or any other indicator to check the sustainability of a certain product which makes to establish sustainable fashion concept even more difficult.

 

Common mistakes sustainable fashion startups make

This is a mistake that has done by real sustainable brands. Some brands priced their product bias to the company .It has to admit that sustainable fashion production requires a more expenses compared to the fast fashion industry. They are charging a unbelievably high prices from their customers and allocate all the capital costs in to the product. But it’s unfair that the company put the complete burden of being sustainable in to the consumers hand by charging a high price for a cloth.