The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The Competition and Markets Authority (CMA) said Friday it has launched a review of environmental claims made by fashion companies, making the sector its first priority in efforts to tamp down on misleading sustainability marketing.
Big fashion brands are increasingly using eco-friendly claims to promote their products, responding to consumer appetite for more ethical purchases. But those claims are also facing growing scrutiny. The Netherlands is also investigating the validity of the apparel sector’s sustainability marketing.
The CMA’s review follows its publication of a new set of guidelines for green marketing in September. The organisation is now looking at how sectors measure up, starting with fashion.
“Our work so far indicates that there could be issues with greenwashing in the fashion sector and that’s why we’ve prioritised this area for further investigation,” Cecilia Parker Aranha, the CMA’s director of consumer protection, said in a statement. “Now is the time for the fashion industry to take a fresh look at what they’re telling customers and make any changes needed to comply with the law. Businesses that can’t back up their claims risk action from the CMA and damage to their reputation in the long-run.”
Learn more:
How Sustainability Is Changing Fashion PR
Growing demand for ethical products is creating new business opportunities — and new responsibilities — for PR professionals.
Top luxury groups are buying real estate to secure landmark store locations with serious implications for second-tier players who are already struggling to stay on key luxury streets, writes Luca Solca.
The line, Neuraé, is inspired by neuroscientific research and will retail at a lower price point than Sisley’s core luxury offering. It’s the first time the family-owned company has launched a new brand.
France is pressing ahead with a ‘game-changing’ bill that would impose a ‘sin tax’-style penalty on fast-fashion products as high as €10 per item by 2030.
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