All Challenges

What avenues and solutions make the customer buying patterns more sustainable?

Relevant regions : China | France | India | Korea, Republic of | New Zealand | South Africa | Sweden |

Most recent studies indicate that the customers of today are more aware of environmental issues, and are also willing to play a role in making the world more sustainable. At the same time, they need help from the industry stakeholders in making intelligent choices and for effective access to make sustainable purchases. What solutions and processes can the textile and apparel industry use to assist buyers and buying patterns more sustainable?


  • Digital solution providers for textiles industry
  • Marketing or sales professionals
  • Challenge questions

    How can IT and digital technologies help the end users better measure the ecological impact of their textile and apparel purchasing decisions?


    With the all pervasive use of smartphones and related apps, and also with the progress made on sustainability data collection along the entire textile and fashion value chain, and through leveraging technologies such as cloud computing and Big Data, it should become more feasible to provide considerable control to the end user on his sustainable purchasing decisions.

    Stakeholders : Digital solution providers for textiles industry , IT manager , Marketing or sales professionals , Retailers or wholesalers ,

    How best can green labels and green certifications of textiles lead to a far more sustainable buying from end users?


    Some equate green labels with greenwashing. While that might be true in a minority of cases, many texrile/apparel green labels and certifications today are based on a lot more science and research.

    Such an effective mechanism should facilitate a much higher degree of sustainable apparel and fashion purchases than what it is doing right now. What can make this happen?

    Stakeholders : Digital solution providers for textiles industry , EHS professionals , Retailers or wholesalers , Testing and standards professionals , Textile and fashion designers ,

    What marketing and communication avenues have the potential to shape sustainable textile/apparel buying? How can the impacts be measured?


    Consumers play a key role in the sustainability of the fashion industry, even though they are often not aware of this. For consumers to make informed decisions regarding their clothing, they must be aware of the issue at hand. Awareness involves not only having the information, but also ensuring it is easily understood and accessible by all.

    Consumer  response  is  the  most  honest  result  marketers can  rely  on  when  evaluating  a  new  tactic  or  marketing  campaign. Intentions  and  behavior  are  not  always  the  same  for  consumers  even  if  they  indicate  so. Consumers  have  been  asked  many  times  if  their purchasing   decisions   are   likely   to   change   or   get   influenced   by   the   information   of environmental,  ethical  and  sustainable product  and  many  consumers  would  agree  with  that. Although,  what  the  consumers  actually  do  is  often different from what they say and there is a lack of evidence in this area.

    So, let us discuss what marketing and communication avenues are really effective when it comes to sustainable textile/apparel buying.

    Stakeholders : Digital solution providers for textiles industry , Marketing or sales professionals , Textile industry sustainability professionals ,

    How can we tailor sustainable textile marketing for different end user demographics to make a real purchasing impact?


    Although sustainability has become or is on its way to becoming a  part of the decision-making process,  it is still not in the process for the vast majority of people,  however,  it has become a more influencing factor for fashion consumers. Defining sustainable fashion is evidently complex because there is no standard for the fashion industry. And one could think that fashion and sustainability do not go together due to how the fashion industry is built up with fast changes and short product life cycles.  Although sustainable fashion includes many aspects,  such as organic,  slow,  eco,  fair trade, etc.  where all the different aspects are trying to include other political issues,  e.g. animal rights,  environment, and workers’ rights.

    There has been a  recent growth in the interest of consumers regarding sustainability and also a  growth in producing more sustainable,  where many designers and retailers have taken a standpoint. In addition,  sustainable consumers face many motivations behind decision-making. What drives them most likely includes self-expression,  group conformity, aesthetic satisfaction, and at the same time ethics and avoid guilty feelings.

    Let’s discuss how sustainable fashion influencers identify the factors motivating the customers to buy sustainable fashion products and how they are striving to attain sustainability in this intensely changing industry.

    Stakeholders : Marketing or sales professionals , Retailers or wholesalers , Textile industry sustainability professionals ,