Rank a Brand’s latest research shows that fashion brands create the impression that they are doing the right thing for sustainability, but then fail to produce relevant and tangible information about the action they are taking.
Only 34 of the 368 fashion brands researched are performing at a high level in terms of sustainability, and therefore scored an A- or B-Label at Rank a Brand. This includes a significant number of A-Label brands which already have a reputation as “green” fashion brands and are mainly available on the German and Dutch markets, the researchers said.
Compared with Rank a Brand’s 2011 report, the latest research found that communicating about sustainability increased by 10 percent, up to 63 percent, and 20 percent of brands now publish a sustainability report. These figures show that sustainability in the fashion industry is becoming a mainstream topic. In 2014 the topics of climate-, environmental-, and human rights protection have become key success factors for strong brands.
Rank a Brand has placed 30 percent of communicating fashion brands researched on its Greenwashing Alert. These are the brands which only score an E-Label for sustainability action, even though they communicate about sustainability. These brands appear to talk about sustainability rather than taking positive action.