{"id":2935,"date":"2020-06-30T12:58:29","date_gmt":"2020-06-30T12:58:29","guid":{"rendered":"https:\/\/awards.loomish.ch\/?p=2935"},"modified":"2020-07-03T09:27:04","modified_gmt":"2020-07-03T09:27:04","slug":"sustainableafter-episode-9","status":"publish","type":"post","link":"https:\/\/awards.loomish.ch\/?p=2935","title":{"rendered":"#SustainableAfter, Episode 9"},"content":{"rendered":"<div id=\"pl-2935\"  class=\"panel-layout\" ><div id=\"pg-2935-0\"  class=\"panel-grid panel-no-style\" ><div id=\"pgc-2935-0-0\"  class=\"panel-grid-cell\" ><div id=\"panel-2935-0-0-0\" class=\"so-panel widget widget_text panel-first-child\" data-index=\"0\" ><h3 class=\"widget-title\">#SustainableAfter, Episode 9<\/h3>\t\t\t<div class=\"textwidget\"><h1>\u2018The customer is always right\u2019. This time round, it\u2019s true!<\/h1>\n<p><i><span style=\"font-weight: 400;\">The conscious customer as the ultimate catalyst for fashion sustainability\u00a0<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s do a quick sustainability A\/B test.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This widely-used user experience method is often applied in eCommerce for comparing two versions of a web page to figure out the one that converts better.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, our Sample A is a product web page presenting a white leather sneaker, with all the standard details you would expect: sizes, product photos, colours, what it is made of, where and\u2026 that\u2019s about it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now let\u2019s move to the Sample B. The same shoe, same standard details, <\/span><i><span style=\"font-weight: 400;\">plus<\/span><\/i><span style=\"font-weight: 400;\"> a wealth of detailed information about the origin of each piece of the shoe &#8211; the sole, insole, lining, shoe laces, along with a few pictures of people manufacturing it, perhaps even a message that a percentage of sales goes to support independent rubber producers in Brazil.\u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Same product. Same price. What do you go for?\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Same product. Different price: +10% premium for the sustainable version. <\/span><span style=\"font-weight: 400;\">What do you go for?\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Same product. +20% premium. <\/span><span style=\"font-weight: 400;\">What do you go for?\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>Sustainability sells\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">There appears to be accumulating <a href=\"https:\/\/www.businessinsider.com\/sustainability-as-a-value-is-changing-how-consumers-shop?r=US&amp;IR=T\" target=\"_blank\" rel=\"noopener\">evidence <\/a><\/span><span style=\"font-weight: 400;\">that consumers are impacted by the <strong>perceived sustainability<\/strong> of a brand and are willing to pay a premium for it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A big eCommerce retailer reported that \u201cduring Covid, <strong>rich product information<\/strong> on sustainability has driven 20-30% of higher sales velocity for those products\u201d, says Shameek Ghosh, CEO &amp; Co-Founder TrusTrace, a tracing and transparency solution for fashion.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Confirming the solidification of the sustainability trend with the fashion consumer, Giorgia Roversi, Yoox Net-a-Porter\u2019s (YNAP) Sustainability and Inclusion Director, underlines that their customers have become adamant requiring more sustainability from brands.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">YNAP\u2019s recent sustainability surveys of their stakeholders confirm it, as Giorgia explains:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn our survey last September, we saw a completely different customer. Everything connected to carbon emissions just became a top priority for them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Further, in the 2020 survey, we again see a slightly new version of the customer: far more conscious and a bit more \u201cactivist\u201d in what they are demanding from brands, both in terms of environmental sustainability, but also broader social, diversity and inclusion topics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means that brands and retailers will absolutely need to make this change once and for all, which would bring a healthier ecosystem for the fashion industry and beyond.\u201d\u00a0<\/span><\/p>\n<p><b><img loading=\"lazy\" class=\" wp-image-2943 alignleft\" src=\"https:\/\/awards.loomish.ch\/wp-content\/uploads\/2020\/06\/Screenshot-2020-07-03-at-11.18.07.png\" alt=\"\" width=\"526\" height=\"382\" \/>Fashion sustainability \u2013 from granola to mainstream in a blink of an eye<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Although the underlying sustainability trend was already there, the pandemic seems to have accelerated the way the customer uses its voice to demand change from brands. Now brands need to deliver on that expectation. Indeed, while just a few years ago \u201csustainability\u201d was a niche trend, now it is moving towards becoming a hygiene factor for any brand that needs to survive this big shift.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At YNAP, they have witnessed this change take place in a course of a year, with the launch of <a href=\"https:\/\/www.net-a-porter.com\/en-ch\/campaigns\/net-sustain\/\" target=\"_blank\" rel=\"noopener\">NET SUSTAIN<\/a>,<\/span><span style=\"font-weight: 400;\">\u00a0Net-a-Porter\u2019s sustainable edit which offers complete sustainability assessment of each brand and product included in this curated section.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<em>When we launched NET SUSTAIN in June 2019, there were just a few brands that we were able to involve. Now we have a waiting list of brands who <\/em><\/span><em><span style=\"font-weight: 400;\">really<\/span><\/em><span style=\"font-weight: 400;\"><em> want to be a part of it<\/em>\u201d, says Giorgia.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Brands need more relevant data\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Communicating sustainability of a fashion product is not a simple feat though. Namely, the amount of expertise, data and variables to cover across the brand\u2019s usually complex supply chain makes it a serious endeavour.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And let\u2019s not omit the workforce needed to cover this additional activity.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But there are smart entrepreneurs that spent time studying the industry dynamics and developed solutions which enable fashion brands to take control of their supply chain sustainability and communicate it accurately.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-2944 alignleft\" src=\"https:\/\/awards.loomish.ch\/wp-content\/uploads\/2020\/06\/Screenshot-2020-07-03-at-11.09.41.png\" alt=\"\" width=\"483\" height=\"367\" \/><a href=\"https:\/\/trustrace.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">TrusTrace<\/span><\/a><span style=\"font-weight: 400;\">, a Swedish-based scale-up, is one of them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their CEO and Founder, Shameek Gosh, explains:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<em>We take a very data-driven approach to sustainability and production processes. TrusTrace is a product traceability and transparency platform, using technologies such as artificial intelligence, blockchain and IoT.\u00a0<\/em><\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">The platform does two things: ensures material integrity in a product and ensures that the product is manufactured responsibly.\u201d<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">In layman&#8217;s terms, TrusTrace captures this data from the very source: a farm or a factory, following tight guidelines provided by the brand, and traces the process all the way to the final product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This takes the entire sustainability approach for brands to a whole new level: by plugging into the platform, they are able to drive and control their sustainability agenda with much more confidence and efficiency. On top, this finally enables brands to get precise, detailed information about sustainability to share with the customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brands seem to appreciate the model, which has helped fuel a steady growth and interest in TrusTrace over the last two years:\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><em>\u201cCurrently we work with 30-odd brands across Europe and we have more than 5,000 suppliers in the platform from all over the world\u201d<\/em>, explains Shameek.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The strong consumer push towards sustainability is definitely a part of this success. Also, it is\u00a0 a trend that is here to stay.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Listen, Greta happened\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<em>\u2019Greta happened\u2019, that is how I explain our customer survey results that aim strongly at sustainability. It is the customers and especially Gen Z that are driving this change, demanding more from retailers, brands, governments. My hope lies with them<\/em>\u201d, concludes Giorgia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8230;\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It was over a century ago that Harry Gordon Selfridge, founder of the luxury store that bears his name, summed up the importance of flawless service when he reportedly coined the phrase \u201cthe\u00a0customer\u00a0is always right\u201d at the start of the 20th century.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This time around, especially when it comes to <strong>fashion sustainability, the customer is really right<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s listen to her.\u00a0 <\/span><\/p>\n<p><strong>Listen to the full conversation here&gt;&gt;&gt;&gt;&gt;<\/strong><\/p>\n<\/div>\n\t\t<\/div><div id=\"panel-2935-0-0-1\" class=\"widget_text so-panel widget widget_custom_html panel-last-child\" data-index=\"1\" ><div id=\"vid-row\" class=\"widget_text 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-<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/awards.loomish.ch\/?p=2935\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#SustainableAfter, Episode 9 -\" \/>\n<meta property=\"og:description\" content=\"How are customers helping accelerate the sustainability momentum in fashion with Shameek Ghosh, CEO &amp; Co-Founder TrusTrace and Giorgia Roversi, Director Of Sustainability &amp; Inclusion, YOOX NET-A-PORTER GROUP\" \/>\n<meta property=\"og:url\" content=\"https:\/\/awards.loomish.ch\/?p=2935\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-30T12:58:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-03T09:27:04+00:00\" \/>\n<meta property=\"og:image\" 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