Can fashion labels attract more shoppers by going 'green'?

Fashion labels are seeking to make eco-friendly status their main selling point with products created in sustainable materials and with low-pollution production processes. Is it paying out?

In response to the high-levels of emissions caused by the textile industry, many fashion brands and luxury houses have embarked on initiatives to reduce their carbon footprints.

Along with them, many labels are seeking to make eco-friendly status their main selling point with products created in sustainable materials and with low-pollution production processes.

To mark the occasion of Earth Day (April 22), the Stylight fashion search engine took a closer look at eco-friendly labels, and in particular sought to determine which brands were attracting rapidly growing interest this year.

The Madewell label, which is notably known for its basics, but which also produces a wide selection of ready-to-wear, jeans, and accessories, was the subject of a 66% increase in clicks in the first quarter of 2020 as opposed to the same period in 2019.

Much appreciated by the most prestigious fashion icons, the Reformation brand, which produces ready-to-wear, accessories and wedding gowns, also gained ground with an upsurge of 65% in clicks when compared to last year. It was followed by sneaker specialist Veja (+26%), Ninety Percent (+25%), and Patagonia (+22%).

Last but not least, it appears that consumers are increasingly attracted to sustainable fashion. The fashion search engine observed a 24% increase in clicks on eco-friendly brands in the first quarter of 2020 as opposed to the same period a year earlier.

Stylight's study of the best-performing environmentally friendly labels this year was based on internal data collected from the 12 million monthly users of its various international platforms from the beginning of January to the end of March. – AFP Relaxnews