Conscious clothing trend

1. CONSCIOUS
CLOTHING
Digital Digest 3
ARADHANA ABRAHAM
MKM 915
STUDENT ID: 150583219
DATE: 24TH JULY 2022

2. CONSCIOUS
CLOTHING
Analysis
Related campaign
My POV
01
03
02

3. EVALUATION OF SUSTAINABLE CLOTHING
TREND:
What does it mean?
What do we want to
translate to people?
Sustainable or conscious
fashion refers to a shift
away from the fast
fashion mentality of
purchasing low-quality,
throwaway fashion items.
Sustainable fashion is
defined as clothing and
accessories that are
created and/or accessed
in an environmentally and
socially responsible
manner
By making products
affordable and easily
available, fast fashion has
expanded clothes
manufacture and
consumption. As a result,
the environmental and
social costs of most
apparel are high, ranging
from water pollution
caused by untreated dyes
and microplastics to poor
working conditions and low
wages.
MISSION & VISION
The fundamental purpose of brand
sustainability is to create a healthy
environment for both ordinary
citizens and workers. Fashion and
design allow brands to express
themselves while also choosing a
more ecologically responsible way
of living. They add value to people
and society as a whole by offering
clients goods with a focus on long-
term, profitable growth.

4. KEY STATISTICS RELATED TO SUSTAINABLE
FASHION TREND:
35% of consumers
are willing to pay
significantly more
for sustainable
fashion
When it comes to
clothing, 66 percent
of buyers think about
sustainability.
Unsustainable quick
fashion has experienced
an almost 50% drop in
sales.
Sustainable fashion
is a booming sector
valued more than
$6.35 billion USD.
If a sustainable
clothes store was
close, one in every
three Americans
would shop there.
One-half of
customers make
conscious decisions
to be more
environmentally
friendly.

5. EXCELLENT INITIATIVE.
Sustainable clothing is a great initiative by brands. This contributes to
environmental protection one step at a time. This also emphasises
inclusiveness, diversity, and equity.
MORE RECOGNITION FOR LOCAL BRANDS:
Small companies make their products using environmentally friendly methods.
Since People are concerned about the environment and believe in fair trade, thus
the exposure of small local enterprises will grow.
EQUAL HUMAN RIGHTS:
Clothing companies that are devoted to sustainability often encourage
human and labour rights. This might involve paying a fair wage and
creating a better work environment.
CONTRIBUTING TO A HEALTHIER
ENVIRONMENT
MY POINT OF VIEW
ON THE INITATIVE:

6. H&M, like many other brands, is
integrating the phrases "sustainability,"
"recycling," and "circular economy" into
their website and marketing materials.
H&M has introduced the Conscious
Collection, which is composed completely
of eco-friendly materials. The line is
marketed to children, as well as women and
men, through television ads, out-of-home,
print, and internet advertisements.
Their mission is to be a fair and equal firm
while leading the movement toward a
circular and climate-positive fashion sector.
H&M
CONSCIOUS
CLOTHING

7. MINTMADE'S
CORE
PURPOSE
In comparison to the 2019 baseline, H&M achieved a
22% absolute decrease in scope 1 & 2 CO2e emissions
and a 9% absolute reduction in scope 3 CO2e
emissions, contributing to our goal of reducing
absolute scope 1, 2, and 3 emissions by 56% by 2030.
the use of recycled materials in apparel tripled from
5.8 percent to 17.9 percent.
H&M Group achieved an A grade in the 2021 Ethical
Fashion Guide.
2019 Sustainability Performance Report won the Best
Report award.
H&M Group was named one of 36 top firms out of 191
in the 2020 Material Change Leaderboard.
Key metrics related to the campaign:

8. Citations:
“H&M.” H&m, hmgroup.com/wp-content/uploads/2022/03/HM-Group-Sustainability-
Disclosure-2021.pdf. Accessed 24 July 2022.
“Sustainable Clothing.” Bing, www.bing.com/images/search?
view=detailV2&ccid=0DiXFpr0&id=D50145267A99F333FA8FE3A13EE07361464747B7&t
hid=OIP.0DiXFpr0tj03gedNdEPbWAHaE4&mediaurl=https%3a%2f%2fi1.wp.com%2flevel
5strategy.com%2fwp-
content%2fuploads%2f2020%2f04%2fSustainable_Fashion_Web.jpg%3ffit%3d940%252C
620%26ssl%3d1&cdnurl=https%3a%2f%2fth.bing.com%2fth%2fid%2fR.d03897169af4b
63d3781e74d7443db58%3frik%3dt0dHRmFz4D6h4w%26pid%3dImgRaw%26r%3d0&ex
ph=620&expw=940&q=sustainable+clothign+digital+trend&simid=60802287393761832
1&FORM=IRPRST&ck=521906A15258D0C12981167594A24CFE&selectedIndex=60&ajax
hist=0&ajaxserp=0. Accessed 24 July 2022.