Fashion Week is usually an opportunity for designers to increase sales of their latest collections. But hours after the last model hit the London Fashion Week catwalk, event organizers announced a new challenge to the British fashion industry. Is to reduce the sale of new clothes.
UK consumers are the largest fashion consumers in the world, buying 4 billion pieces of clothing annually. This is equivalent to 60 new clothing items per person.
Scientists agree that the production and disposal of so many new clothing has devastating environmental impacts, leading to carbon emissions, microplastic pollution, water scarcity and biodiversity loss.
The British Fashion Council (BFC) believes that curbing the consumption of new British clothing is the answer. We are calling on brands to reduce sales of new clothing and instead make money by offering in-store clothing rental, repair and upcycling services.
Caroline Rush, CEO, said the goal should be to cut consumption of new clothes in half. Me..
“We want to encourage people to think about repairs, extend their lives, and not put them in landfills at the end of the day, whatever your price range,” she says. rice field.
According to a survey released today, BFC believes that within 10 or 2 years, 50% of the average person’s wardrobe will be made of new clothing. [Wednesday].. The remaining 25% buy second-hand clothing, 10% are rental clothing, and 15% are “virtual clothing” that only exists online for social media or game avatars.
In such a scenario, the clothing store offers a “mixture of new products and products repurchased and resold by consumers” and also offers “repair stations” and booths where shoppers can customize or redesign their purchases. To do. Importantly, the average shopper spends about £ 500 a year on clothing, similar to today’s levels.
Studies show that shoppers are increasingly willing to buy second-hand goods or rent clothes for special occasions. Rusha argued that Britain, the world leader in fashion, could take advantage of this shift in the idea of leading the fashion revolution.
“We have great designers, great colleges, retailers, e-commerce players, logistics suppliers and textile manufacturers,” she said. “The material is there.”
She admitted that some brands may have a hard time adapting to such dramatic changes in shopping habits.
“If that happened overnight, many companies would decline and there would be significant unemployment,” Rush said. But she emphasized that brands need to be prepared for change now, adding that future London Fashion Week will focus solely on the “sustainable fashion business.”
“We are in a time in the fashion industry where we have to undergo very important changes and systematic changes,” she warned. “This will take some time, but we need to get started and we need to get started now.”