Whether it is by using more sustainable materials, better manufacturing conditions in factories, or a reduction of CO2 emissions, mass market fast-fashion brands are stepping up their initiatives to limit their environmental impact and have taken the plunge for several seasons now, offering ranges that they certify as eco-friendly.
Each major brand in the sector has launched a dedicated line (Join Life, Committed, Conscious etc.) which it now offers, in addition to its classic collection. What role do these supposedly greener collections play in the wider offerings from brands including H&M, Mango, Uniqlo and C&A? Analyst Retviews by Lectra, which specialises in comparing various brands, has this year released the second edition of its study devoted to eco-friendly collections, which we explore below.
The first observation made by Lectra’s CSR director, Elie Khayath, is that, “the global coronavirus pandemic has absolutely not relegated sustainability to the background, quite the contrary.”
However, not all brands have been the same in their response. In the first quarter of 2021, Mango increased the amount of sustainable items in its total offering to 9% compared to 1% in the first quarter of 2020 and H&M increased its from 10% to 23% in the same time period.
