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How Socially and Ecologically Responsible are Fashion Brands?

rankRank 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.

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One thought on “How Socially and Ecologically Responsible are Fashion Brands?

  1. Thats because these companies simply view ‘sustainability’ as another marketing catch phrase. Just like all their previous advertising claims or images that didn’t really need to hold water such as making you more popular, more attractive, a better athlete etc.
    They rely on the fact that the average joe is a perpetual sucker who really just wants to buy something to make themselves feel better and are so time poor, they probably won’t follow up past sustainability reports to check whether a companies claims are valid.
    What has really changed?
    Some do of course take it seriously, but this is usually CEO led and not very common.

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