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Ethical fashion trends: Sustainability leads Twitter mentions in Q2 2019

23 Aug 2019 (Last Updated August 23rd, 2019 16:39)

Retail Insight Network lists the top tweeted terms in ethical fashion based on data from GlobalData’s Influencer Platform.

Ethical fashion trends: Sustainability leads Twitter mentions in Q2 2019
Sustainability was the most trending discussion on ethical fashion in Q2 2019.

GlobalData tracks the top 100 influencers in ethical fashion via its Influencer platform.

The following list tracks the most-mentioned terms by this group over the second quarter of 2019

  1. Sustainability – 849 mentions

The fashion industry has been known to rely on unsustainable and unethical labour practices. Many brands are now increasingly focusing on sustainability and means of ethical sourcing to produce and sell cruelty-free clothing that is made in humane working conditions.

Vegan clothing, especially, has become popular, with the younger generation even willing to pay a premium.

2. Ethical Hour – 228 mentions

Ethical Hour is an online support community that aims to connect like-minded business owners, bloggers and consumers.

It helps businesses to connect with people looking for ethically sourced products and also helps them market themselves to grow in the industry.

It was created by Sian Conway, a marketing strategist, to create a global network that will have a positive impact on the world.

3. Clothing – 162 mentions

Clothing manufacturing is known to put great pressure on natural resources. Large amounts of water are required for cultivation of cotton and several chemicals and dyes are used in the manufacturing process causing pollution.

A report from Waste & Resources Action Programme named ‘Valuing our Clothes’ states that people should care and handle their existing clothes in order to reduce the environmental impact caused by new clothes. Recycling clothes or donating them will also significantly contribute to sustainability.

4. Information Technology – 147 mentions

Blockchain and information technology are being considered to improve the state of the fashion industry, which is estimated to generate approximately 92 million tonnes of solid waste a year.

Blockchain can be used to track excess fabric in the industry for identification and sale. It can also be used to economically use resources along the supply chain to avoid wastage.

Information technology can further help brands that use such sustainable practices to directly reach customers who are interested in better options than mass-produced fashion.

5. Brands – 124 mentions

Major fashion brands including Asos, H&M, Burberry, and Nike have pledged to incorporate sustainable business practices to reduce the impact of their production processes, which are known to significantly drain natural resources.

They are becoming more eco-conscious by exploring renewable fibres such a lyocell and man-made cellulosic material to provide environmentally conscious choices for customers.