Ever since the data regarding the textile industry and its role in the contamination of water has come forward, there is a sense of responsibility that the consumers or the buyers have developed in their minds. Without a doubt, the trend of buying has changed. E-commerce is at an all time high, thus giving even the small brands a chance to be explored by the customer.
As customers log into their favourite e-commerce website with a mindset resembling that of a sustainable shopper, we see that there is a brand new opportunity for both small and big eco-conscious brands to showcase their products to an interested party.
Sustainable fashion is not a new trend. Over the years, the brands have come to realise that in order for a sustainable system to work in the textile industry, the same amount of effort needs to be put in from both the brand’s and the customer’s side. Hence, further down the road, the brand’s themselves took part in spreading awareness regarding sustainable fashion, thus creating a new sub-group amongst the buyers known as the ‘Mindful Buyers.’
Who Are The Mindful Buyers?
As the information regarding the ecological effect of the textile industry, or even any other industry, became more accessible to the people, some of them decided to implement certain rules in their own way of doing things. Hence it comes to typical buyers, or the customers, they came to realise their responsibility, thus making it clear to themselves that even their small actions can end up playing a major role collectively.
The trends of sustainability among the buyers vary from those followed by the clothing brands. The road to being a mindful buyer refers to acknowledging the trends of sustainable fashion and appropriately incorporating them in their behaviour as a customer.
Learning The Mind Of A Sustainable Shopper
At this day and age, there is a whole generation of adults that have grown up in the age of information. Mobile devices are now a norm and with a flick of a finger we can get the information we need. So, it is clear that almost everyone is aware of the ecological impact of different industries including the textile industry.
In this section, we’ll discuss various trends that have come up in the space of sustainable fashion over the past few years. These trends are often the key for brands to reach out to their audience base, and they are also a source of information for those who are new to the sustainable field and want to pursue it. Let’s take a look at few of these trends:
This trend has emerged over the years after many famous textile brands were exposed for their poor management of resources and work ethics. Transparency now plays a major role in a customer’s relationship with the brand. For a sustainable fashion brand, this point becomes a major focus as they not only have to focus on manufacturing their products ethically, they also need to endure their customers to their true working ethics as well.
One of the most important aspects of sustainable fashion is its way to tackle the ‘fast-fashion’ industry. An eco-conscious buyer is very well aware of that point and takes it as a basis on which he/she designs their wardrobe. One way of increasing the lifestyle of an article of clothing is called circular fashion. As a relatively new concept, circular fashion refers to the way of dismantling an article of clothing and turning it into something that is fresher and has a new style to it. In a way it lowers their demand for new clothes.
Buying Second Hand
In other words, this is called thrift shopping. In its earlier stages of development, thrift shopping was quite big in America. However, in recent years, it has made its way around the world. And slowly, instead of being considered as a cheap option of getting your hands on new clothes, thrift shopping has emerged with a more ecologically conscious option for a buyer.
All-seasonal wears have been a number one go-to option for many sustainable fashion followers. In a way, you end up buying clothes that never go out of fashion no matter what the season is. Hence, it helps in reducing your demand for new clothes for a whole year. One other concept that comes under this notion is that of capsule wardrobe. It has a whole minimalism aspect to it that many people are drawn towards.
Now, with that we conclude a few points that can turn any ordinary buyer into a mindful buyer. The other most important thing is for them to understand the brands that they are looking up to. Sometimes, many brands tend to stray away from reality. Sustainable fashion brands, on the other hand, cannot do so. So, in the next section, let’s learn how the brands themselves can help the mindful buyers in this situation.
The Role Of Brands In The Eco-Conscious Movement
As we have already discussed the principle and core trends that you must practice in order to be a mindful buyer, there is still something missing in the equation. For one, we know that the quality and the eco-friendly nature of the product is based on the manufacturer. And secondly, wwe know that the manufacturers are the very first step in the whole cycle. So, let’s take a look at some of the practices that various brands have adopted in order to become more sustainable in their manufacturing approach:
This method is also known as non-chlorine bleaching. In it, substances like hydrogen peroxide are used, which also makes it devoid of any synthetic chemical. As the hydrogen breaks down easily when it comes in contact with oxygen and water, it turns the cloth white. Not only is it a great way of managing your resources, but it is also quite good for your skin. Over a decade, eco-bleaching has now reached a stage where it can also support the products that are mass-produced.
The ancient 5000 year old art of herbal dyeing now takes another breadth in this world of eco-conscious shoppers. In this process the cloth is dipped into the plant extracts, which are medicinal in nature and a core ingredient of the ancient Ayurvedic science. The process is finished by sprinkling some pure water on the dyed cloth and then stretching it under pressure. These dyes which are extracted from plants, are a renewable resource, thus giving it a topmost spot in the list of sustainable manufacturing practices.
Using Natural And Organic Fabrics
Over the past few years, you might be aware of the trend that made everyone question whether the clothes that they were wearing were 100% cotton or not. Even after that, organic cotton is very much different from normal cotton. In the case of organic cotton, there are no pesticides and harmful chemicals used in its manufacturing process. Other organic fabric might also include bamboo yarn and silk.
The dyeing process and the choice of fabric are usually the only two processes where the resources come into play. Now, even in the dyeing process, water is used. The extensive use of water in normal chemical dyeing processes has also caused an extensive contamination of water. A simple alternative is thus needed to make sure that the water used in the dyeing process is reusable. Herbal dyeing is one small example of how this goal can be achieved.
The world of textile outside the sustainable zone is also embracing these changes. It is clear that these resources affect the industry as a whole, and hence there is no need for anyone to pull plug on these small changes that make a huge difference.
The best thing about the textile industry is that even the new brands are not shying away from bringing the change. In fact, compared to the old brands, the newer and smaller brands have been more adamant and outspoken about what their manufacturing process entails and what makes them sustainable. Not only are the new brands leading in this change, they are also providing the customers with a better choice that is both, good-quality and environment friendly.
Even at GIBIE, we are aware of the role that a sustainable brand has to play. And that is why we want to provide our customers with a safe platform where they can find the best quality bath linens. The manufacturing process is where most of the magic is done for most of the brands, and that is where we make the true change as well.