Sustainability Leadership Perspective: ApparelDownload a PDF version of this report or return to Mapping the Future of Green Innovation
Apparel Consumer wardrobes—and the fickle world of fashion—may change at breakneck pace, but does it change the world? We think it can. The Apparel sector has seen notable leadership on climate issues from some companies, but no green innovation from others. The unpredictable nature of the category suggests there is an opening for challenger brands and/or new product lines from exemplary green leaders like Nike. Unlike with other market segments, data suggests that green clothing appears to be an incremental new category rather than intruding on the share of traditional clothing (according to the nonprofit trade association Organic Exchange). Consumers are apparently not switching to green clothing, but instead are adding a few green items to their existing wardrobe (source: Mintel Green Living, January 2009). Curiously, it appears the largest apparel manufacturer in the world (and its portfolio of lifestyle brands with loyal enthusiast fan bases), “should” be dominating with green innovation, but doesn’t look that way. The supply of organic cotton appears to be lagging behind the increased demand from leading manufacturers, which makes availability in preferred retail channels spotty. While the entire sector has faced scrutiny on developing world labor issues for years, we believe the time has also come for the industry to realize it has an impact on climate change, environmental and sustainability issues, as well (e.g., pesticide and land use for cotton, supply chain and labor factor cost optimization).
Data Source Climate Counts / Angus Reid Public Opinion |
