Categories
Editor's pick sustainability

Global fashion brand transparency is on the rise, says new industry report

Fashion Revolution
Fashion Revolution

Adidas and Reebok are leading the way towards greater transparency among major corporate players, according to a new report from sustainable non-profit organization, Fashion Revolution.

Research released in the 2018 Fashion Transparency Index shows improvement across the industry, with the 100 brands reviewed showing an overall increase of 5% in their transparency levels.

The study reviews and ranks major global brands and retailers according to their social and environmental policies, practices and impacts. The top 10 brands for transparency in 2018 also include Puma, H&M, Esprit, Banana Republic, Gap, Old Navy, C&A and Marks & Spencer.

On the fifth anniversary of the Rana Plaza building collapse in Bangladesh, Fashion Revolution highlights the importance for brands to be fair and transparent, particularly when it comes to impact on the lives of workers in the supply chain and on the environment.

The non-profit is also holding a weeklong series of events with designers around the world, sharing their ideas, processes and best practice when it comes to transparency. Designers taking part include Stella McCartney, Phoebe English, Christopher Raeburn and Vivienne Westwood with aims of engaging the consumer further in the conversation of who makes their clothes.

Fashion Revolution’s global operations director and founder Carry Somers said: “Over the last five years, millions of consumers have demanded a fairer, safer, cleaner industry. It’s working. We can see that brands are listening and the industry is starting to change.

“We’re calling upon the global fashion industry to turn its commitment to responsible sourcing into effective action this Fashion Revolution Week. Too many people working in the fashion industry, mostly women, are still underpaid, unsafe and mistreated. It’s time for change”.

In a plea to promote the conversation around supply chain transparency on a wider scale, Fashion Revolution has also launched its manifesto, laying out action points they believe will achieve a cleaner and safer fashion industry. Beyond the actionable steps, the company is also calling on consumers in general to spread the word via shareable social media assets and additional reading material.

For more content on brands striving to achieve a more sustainable supply chain, see TheCurrent Daily’s Sustainability category, which includes innovations by winners of this year’s Index such as Stella McCartney’s mushroom leather handbag and adidas’ pledge to use only recycled ocean plastics by 2020.

Categories
Comment e-commerce Editor's pick social media technology

From the archive: C&A’s Facebook Like hangers still best example of “phygital”

C&A Facebook likes

In 2012, C&A in Brazil launched a Facebook campaign for Mother’s Day that saw social media “likes” displayed via hangers in store in real-time.

The initiative invited online fans to pick their favourite items from a special dedicated collection. The results were then integrated into the retailer’s flagship store in the Iguatemi mall in São Paulo.

The beauty of it was how simple it was – consumers were asked to like items not for their own sake, but to help others in doubt over what to buy. The fact this was literally communicated in front of shoppers when in-store in person (bear in mind at that time, e-commerce was not at all significant in Brazil), is what made it work.

To date, that is still one of the most popular stories on Fashion & Mash; one that rapidly inspired coverage by numerous other publications ranging from Mashable to Refinery29.

What’s amazing, is that it’s also still used today as one of the strongest examples of digital and physical retail coming together, or “phygital” as those in the industry like to call it, constantly being referred to at technology conferences around the world. The question is, why haven’t there been any truly standout examples since?

Can you think of any others? Do share in the comments below if you’ve seen any worth shouting about.

Categories
digital snippets social media technology Uncategorized

2012: a designer meets digital year in review

google-dvf-fr

Well what a year it’s been…

From designer musical chairs to the launch of the Nike FuelBand, not to mention Facebook’s overhyped IPO, the increasing use of animated GIFs in online communications, and Burberry as our ever-present tech powerhouse, one thing after another has rapidly impacted the role of innovation in this niche fashion x digital space.

Below, then, are the 10 posts you loved the most on fashion & mash this year. It’s an interesting collection, seemingly tied together by tangible experiences over purely inspirational concepts. We’re talking physical pop-up platforms, real-time shoppable integrations, heavily interactive images and of course, wearable technology hitting the catwalk.

Thank you for reading and look out for a very exciting update from us early on in 2013!

Categories
Uncategorized

C&A Brazil puts Facebook likes on store hangers to push Mother’s Day collection

This was just sent to me by a friend in São Paulo… C&A in Brazil has launched a Facebook tie-in for Mother’s Day, inviting shoppers to like their favourite items from a special collection in order to push the most popular pieces.

The “Fashion Likes” campaign is then integrated into the retailer’s flagship store in the Iguatemi mall in São Paulo, with hangers that show a real-time counter. The gist of the description on the C&A Facebook page is that by ‘liking’ an item, consumers are helping those who are in doubt over what to buy.

Take a look at the video below:

 

You might also be interested in this piece: Brazil’s new luxury focus