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With thousands of stores closed worldwide and the consumption transitioning to the online, sustainable fashion brands are increasingly in demand, reaffirming their niche capacity. “People are buying more online and have more time to make informed decisions,” says Cora Hilts, founder and executive director of Reve en Vert, a platform that sells luxury sustainable fashion, quoted by the Bloomberg agency.
Higher prices and a smaller scale keep sustainable fashion brands out of the mainstream, and these features can save them from the wave of bankruptcies that is reaching the fast fashion giants.
Changing consumption towards sustainable fashion can also change the profile of the industry in terms of environmental impact. With shorter and more transparent supply chains, the pressure on the big fast fashion producers in China, Vietnam and Bangladesh will be less felt.
For Cora Hilts, “the stimulus packages must be targeted, in Europe, for small companies that operate in an ethical manner. It would be good to allocate funds to companies that are producing sustainably, employing teams of conscientious and qualified workers and operating locally”.