This section of our website is dedicated to anyone who wants to launch their own sustainable fashion business. What is a sustainable fashion business? Well it can take many forms, that’s what is so interesting about it: creativity! But before you get lost in the nitty-gritty of production and logistics, let’s take a step back and ponder the big picture. Why are you even starting this business, and what impact do you hope to make? There’s a lot to unpack here, which is why our angle today is about starting from the customers. From that simple consideration, you’ll start to understand what sustainable business means.
When it comes to building a sustainable fashion business, there’s a lot more to consider than just sourcing material or using cutting-edge design (although that helps). No, for us at VOICE, sustainability is more than just eco-efficiency and reducing our impact at the margin. We believe in a bigger shift. It takes a little imagination but isn’t necessarily much harder. And at the heart of this systemic change around the way we envision the economy is the connection with the people who will be wearing your creations: your customers. They are the cornerstone of any business, and they are much more than walking wallets. Understanding their needs, desires and values is key to creating a brand that truly resonates.
The idea here is to forget about the traditional “consumer” mindset for a moment and think about your customers as people that aspire to more than just buy your stuff. By bringing back a little human into the business-thinking, we quickly realise that what is missing in a lot of business nowadays is the relationships, or just consideration of what people really want. Only then can we start something, based on trust, authenticity and shared values. If you’re contemplating working in fashion, you probably agree that people don’t only buy clothes because they need to wear something, or because they are born hyper consumers. Fashion isn't just about covering up our bits and bobs; it's about self-expression, creativity, and feeling good about ourselves. It's about making a statement, telling a story, and connecting with different parts of ourselves.
Engaging with customers beyond the single interaction of a transaction is where lies endless business opportunities that don’t all rely on the manufacturing of a product. Your business doesn’t have to confine itself to the act of making and selling. Expanding your impact by providing on-demand production, repair or upgrading services, facilitation resale of in-brand items, will participate to the building of a community around a business that makes sense, driving brand loyalty.
Essentially what we mean here is to transition from a short-term, transactional thinking to a long-term planning that brings together a set of values in a holistic way. While designing and selling better products, you can provide the supporting services for customers to maximize the product’s longevity.
Dominant business models and traditional marketing may prioritize profit and revenue, but sustainability focuses on satisfaction and brand loyalty. How do we achieve this?
Here are the three main aspects to kickstart your journey:
While you can focus on one aspect, the magic happens when you combine them. Consider forming partnerships, fostering synergies with other businesses, or diversifying your offerings to create a holistic approach to sustainability.
A prime example is Change Clothes Crumlin. This Irish Social enterprise started off as a voluntary body organising swap shops. They now are a registered charity that expanded their activity, offering a rental service, upcycling services, workshops... creating a great community around them in Crumlin neighbourhood, Dublin.
You can create new clothes with the ideas of how they can be refreshed and updated over time and offer services to keep them looking great and in line with one's style. You can also work solely off of second-hand clothing. It's a whole new way of thinking about fashion and how we want to make business: to be more than just sellers but instead become an integral part of yout community and promote experiences that go beyond just buying.
As a short example, the brand Kent produces US cotton underwear, which can be composted with their “plant our pants” mantra. Their underwear are free from plastics, chemicals, and synthetic dyes and softeners. Pretty clean! That allows their products to be returned to the soil in 90 days. This is truly a holistic vision of fashion and products that should be encouraged.
We believe that successful businesses don't have to rely on constantly churning out new products and making endless sales. At VOICE, we're all about fostering genuine connections and interactions that make a positive impact on everyone's well-being. It's time to shake things up and redefine how we relate to each other in the world of fashion. So, whether you're just starting out or you're a seasoned fashionista looking to shake things up, remember this: your customers are more than just buyers. By nurturing those relationships and staying true to your vision, you'll not only create a killer brand but also be a force for good in the world of fashion.
Belz, FM, & Peattie, K. (2010). Sustainability marketing. A global perspective. Chichester, UK: John Wiley & Son.
Niinimäki, K. (2015). Ethical foundations in sustainable fashion. Textiles and clothing sustainability, 1(1).
