Nowadays success in business is not simply a result of pushing sales. We live in a world of empowered consumers. Creative and thoughtful solutions based on environmental awareness that are developed by the industry can offset growth in consumerism by making the world a better place to live.
Key branding messages about sustainability
The sustainability of a product is a key branding message in our modern consumer world. In the apparel and footwear industry, good examples of this are brands that are visibly proactive, such as those who collect used shoes and clothing for recycling, and those who offer the consumer tips to reduce the environmental impact when cleaning their products.
For example, Timberland’s Earthkeeper program disassembles used shoes and recycles the materials based on the idea that 50-70% of the material in the shoes can be recycled. Nike recycles used shoes into a material that’s used in sports surfaces, playgrounds, and new products. Patagonia provides information about the carbon footprint of their products and recycles materials from used garments. Levi Strauss & Co. proposes planet care washing guidance since the production and after-sales care for a pair of jeans can consume as much energy as powering a personal computer for 556 hours. Consumer washing of a pair of jeans accounts for 45% of the water and 58% of the energy used throughout the whole lifecycle of the garment, so they advise washing less often and to line dry the jeans whenever possible.
The purchasing decisions of consumers typically compare apparel and footwear product quality, prices and brands, but they also consider whether the manufacturer implements social and environmentally responsible production. In addition, modern consumers ask whether the product is durable, creates less waste and whether it is made from recycled materials and/or the product can be recycled, if the product will dry easily, can it be line dried and whether it needs ironing.
The bluesign® standard
Today’s textile industry is facing multiple challenges and opportunities. The surging and fluctuating prices of raw materials, due to the scarcity of resources, is putting pressure on brands and retailers’ margins. The bluesign® standard (http://www.softlines.sgs.com/bluesign.htm) optimizes the entire textile production process and reduces environmental and human health risks. Decreasing production costs, increasing competitiveness and long-lasting innovation also speak for commercial success. Based on the five principles and an input stream management approach, the bluesign® standard guarantees that only harmless ingredients are used during a clean and resource-efficient production process, leading to a completely safe final product.
If you want to find out more about SGS capabilities related to bluesign®, please contact us:
Contact details:
SGS Consumer Testing Services Karen E. Kyllo, Ph.D. Deputy Vice President, Global Softlines – SGS U.S. Testing Company, Inc. 291 Fairfield Avenue, 07004 Fairfield, NJ, US
t +1 973 461 7934
E-mail: cts.media@sgs.com Website: www.softlines.sgs.com
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