H&M has launched a new tool that lists all suppliers and factories attached to an individual product, giving consumers an unprecedented level of access and transparency to its supply chain.
Available from today on all 47 local H&M websites, a ‘product sustainability’ button on individual product pages will display details on materials, as well as the country, city and factory (including address and number of workers) that garment was created in. In-store, that information can be obtained by scanning price tags through the H&M app.
“We are so proud to be the first global fashion retailer of our size to launch this level of product transparency,” said Isak Roth, head of sustainability at H&M. “By being open and transparent about where our products are made we hope to set the bar for our industry and encourage customers to make more sustainable choices.”
As consumers become increasingly worried about social and environmental issues (such as fair labor and sustainable resources), radical transparency has surfaced as one of the top 10 trends that will shape the industry in 2019, according to The State of Fashion Report 2019 by McKinsey & Company and the Business of Fashion. According to the report, 42% of millennials say they want to know what goes into products and how they’re made before they buy, compared with 37% of Gen Z.
Meanwhile the H&M Group, which includes brands such as H&M, Arket and COS, has been working hard towards reaching is 2030 sustainability goals through a number of new initiatives, some of which detailed in their latest annual Sustainable Report published earlier this month. This includes announcing that 57% of all materials used by the Group now come from either recycled or sustainable sources, up from 35% in 2018; and deploying technology such as VR to ensure the design process is run more efficiently.
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