As professionals in the sustainable fashion industry, there is one detail that often gets buried behind all the efforts your brand makes to improve its sustainable performance. It’s about reminding our community that sustainability cannot be bought, it must be practiced. As a business that promotes the transformation of the textile sector, encouraging your public to build more sustainable wardrobes is essential to reduce mass consumption of fashion and, as a consequence, to reduce the volume of textile waste that ends up in landfill every day. Take note of the tips below to inspire your audience to consume more consciously.

We won’t get tired of repeating this, beyond the environmental, social and economic dimension, sustainability must be understood within a cultural context. According to the Ellen MacArthur Foundation, clothing sales have doubled in the last two decades and the use of our garments has nearly halved during this time. As a result, 73% of clothing ends up incinerated or landfilled. Consumers buy and discard at a rate that the textile system cannot afford.

Beyond creating products that are more respectful of the planet and people, the responsibility of fashion brands must transcend the moment of purchase. Any business that wishes to evolve on its journey towards sustainability must also guarantee the durability of its articles. Companies must promote a conscious use that takes into account the particularities of garments to extend their useful life. Promoting the creation of more ethical and sustainable wardrobes is part of the DNA of all those brands that truly seek to transform the system.

We often see large textile groups joining the sustainable development movement, but what’s the point of creating an “eco-friendly” line if that same brand encourages us to overconsumption? Many fast-fashion companies have gone from producing two collections a year to launching new items every week. Does sustainability have a place in that system?

A differentiating feature between those brands that see sustainability as an opportunity to sell more and those that assume it as something essential, consists precisely in the link they have with their articles. After the attention, time and resources you dedicate to the growth of your brand, do you have any doubts about the great value of your products? Are you transferring this vision to your audience? Here are some tips to encourage your consumers to build conscious wardrobes that value their purchases:

• Show how to wear your brand items. We live in the era of mix & match, do you think that the use of a garment is limited to a specific season? Let your imagination run wild and create content in which you show your audience how to wear your brand’s products in multiple ways. Encourage your consumers to wear the same garment as many times as possible.

Do you need inspiration? This is how Alter Made has decided to show its swimwear collection, mixing it with street wear garments.

• Provides information on how to care for clothing. Regardless of the quality of the fabric, it’s difficult to prolong the good condition of the clothes if their washing, care and storage recommendations are unknown. Provide the necessary information for your customers to keep their garments in excellent condition.

At Filippa K, they understand the importance of caring for your clothes. This is why they have a dedicated section to offer tips on how to take better care of your clothes.

• Show the work behind your products. Your brand’s clothing doesn’t appear in the store by magic, there are many processes that it undergoes and the people involved until a finished product is achieved. Show your audience the journey your articles take to reach their hands.

In the case of Hemper, the brand names its producers in order to humanize the product and give visibility to the people who have made it possible.

• Develop brand services beyond selling. Offering repair or rental services could be some of the alternatives to extend the durability of garments and, consequently, their value. Giving access to these options will have a direct impact on customer loyalty.

Under the slogan “Free repairs forever”, Nudie Jeans is one of the brands that makes it possible for consumers to have their jeans repaired regardless of when they were purchased.

Teaching your clients to create more ethical and sustainable wardrobes is just as important as addressing sustainability from an environmental, social or economic dimension. Your products have great value, let those who trust your brand know.

The survival of the textile industry depends on a cultural shift in production and consumption. At BCome we want to help your business be part of this transformation. Do you dare to start your journey towards sustainability? We walk with you!