Apparel September 2019 Apparel September 2019 issue | Page 47

FEATURE
However, it is not just the makers who are
taking a step forward. Consumers, too, are
supporting this cause. According to a recent
research conducted by Deloitte, it has been
seen that over 80 per cent of millennials across
Australia, Canada, China, India, the United
Kingdom (UK), and the US find it important for
companies to behave ethically and take steps
to regulate and curb their brand’s environmental
impact. This research further reveals that by
2021, consumers aged 25 to 35 years
are expected to spend US$150 billion on
sustainable products.
With consumers being willing to embrace
eco-friendly, ethically produced clothing, the
sustainable fashion arena is witnessing quite a
few developments. Let us track them down bit
by bit.
BRANDS HAVE STARTED
TO OFFICIALLY REVEAL
SUSTAINABLE MEASURES
UNDERTAKEN BY THEM.
THE CHANGE HAS BEGUN
Brands have started to officially reveal sustainable
measures undertaken by them. Unlike some
time back, when brands could do away with
greenwashing, now they have to demonstrate
their environmental credentials. It is reported that
72 per cent of fashion and apparel companies
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