zady

For many fashion brands, circularity begins and ends with marketing campaigns or capsule collections featuring recycled materials, an approach some activists liken to greenwashing.

At the 2016 World Economic Forum, leaders discussed turmoil in global markets and the impact of ‘The Fourth Industrial Revolution’ on business sectors, including fashion.

Fashion companies must get to know every step in their supply chains and be transparent with consumers, say Maxine Bédat and Soraya Darabi, co-founders of Zady.

More than previous generations, millennnials want social responsibility and transparency from the brands they buy. Fashion companies that fail to change risk losing relevance, argue Maxine Bédat and Soraya Darabi.

Bits & Bytes is a monthly showcase of noteworthy digital innovations in the retail space, courtesy of research consultancy GDR Creative Intelligence.