Published in - Apparel Resources
With conscious consumption naturally being a part of our lives now, are the customers aware about this when they shop from a sustainable brand or do they wait for the brand to educate them and be their guide in their journey towards sustainability?
“While there is so much talk around sustainability, the customer also seems to be confused as they are inundated with information that needs to be channelled correctly and is sometimes lost. There is a growing realisation of patronage for homegrown brands, and buying local that has become the new trend. The consumer sentiment during this pandemic if anything is but resilient and trying to remain positive. The key is to act responsibly and educate oneself – the onus is on the industry and the brands to make it easier for the consumers to choose wisely,” Reshma Dalal, Creative Director at tara and i highlights.
But, the market is filled with brands that are selling anything and everything in terms of sustainable fabrics or garments. The loosely interpreted word ‘ethical’ or ‘sustainable’ has given room to many cons and the customer easily falls for them as these brands are selling wrong make on a low price tag as compared to brands which are really working hard to put sustainable practices to action.
In a similar vein, Reshma tells us that being authentic and transparent is key at tara and i. Implementing basic business practices responsibly and being honest about their trade practices and choices is something that the brand consciously follows.
“We like to call ourselves a responsible and a mindful brand. Sustainability is something we are still learning on the go. Certifications are a vote of confidence from the buyers to consumers. In the end, most consumers are still concerned about the design and aesthetic and then look for the sustainable badge. While it won’t be a game changer for the consumer, the journey to that path I hope has begun. Consumers are not going to go the extra mile to double check. But once their trust is broken, the game is over. It is more for the fashion industry to dictate such practices and undertake audits. Brands need to talk more about the fabrics used, promote local artisans and talk about the commitment in creating a solid product that is long lasting and steering away from fast fashion. One cannot blame the consumer for not digging in deeper as they will take the face value of the product – what they see on the label. There is already a shift seen in homegrown brands communicating this and finding their niche,” Reshma further adds.