The power of labelling
Transparent labelling is a crucial aspect in the fashion industry, providing consumers with the necessary information to make informed decisions about the environmental impact of their clothing purchases. However, it is not just about providing the necessary information, but also about presenting it in an interesting and engaging way.
One way to do this is by using technology such as QR codes to link product labels to additional information. This can include videos that showcase the production process, allowing consumers to see firsthand the sustainable practices being used. Additionally, it can also include interactive mobile apps that allow consumers to learn more about the materials, production processes, and the people behind the product.
Creative storytelling techniques can also be employed to give a deeper understanding of the brand's sustainable initiatives and values. For example, incorporating QR codes on the product's hangtag that when scanned, the consumer can watch a video of the designer talking about the inspiration behind the design and the sustainable practices used in the production.
By using these techniques, brands can not only provide accurate information, but also create an emotional connection with consumers and build trust. Furthermore, it can serve as a differentiating factor for the brand, standing out in a crowded market. The use of QR codes and interactive mobile apps present an opportunity for brands to showcase their sustainable commitment in an interesting and engaging way, allowing them to build a deeper connection with the consumers.
It is also important for consumers to look for specific sustainable certifications when purchasing clothing. Some of the most recognised and reputable certifications include GOTS (Global Organic Textile Standard), Fairtrade, and OEKO-TEX. GOTS certifies that the materials used in a product are organic, and that production processes are socially and environmentally responsible. Fairtrade certifies that workers in the supply chain have received fair wages and working conditions. OEKO-TEX certifies that the product is free from harmful chemicals. These certifications provide an assurance to consumers that the product they are purchasing is sustainably produced and that the brand is committed to environmental and social responsibility.