Organic fashion is booming tremendously. And we aren’t talking about just India. Environmental concerns and awareness have led to a greater section of the world demanding what’s right - Eco Fibers.
A recent study estimates the eco fibers market to grow worth US $74.65 billion by the year 2020, recording a CAGR of 11.46% between 2015 and 2020. India too has made remarkable progress in terms of setting its priorities right.
Together, the U.S. and India accounted for more than 40% of the global eco fiber market in 2014. The figures have, obviously, grown since. Organic clothes stand high on the parameter of ethical practices which is why there is such a huge market for them.
Organic clothing is beneficial for humans and the environment and fashionable
Nearly 30% of baby clothes manufactured and sold in Europe is organic cotton. And that makes sense. Baby’s skin is highly sensitive. Clothes made from synthetic fiber can damage baby’s gentle skin. You’ll also be surprised to know that most of the organic cotton is procured from India.
Organic fashion here provides an extensive variety of choices whether ethnic clothes, apparels for toddlers and youngsters, designer sarees or trendy office wear.
The material and the yarn are acquired from different parts of the country and comprise of bamboo, organic cotton, without animal cruelty silk. The natural color is obtained from turmeric, henna, pomegranate, and beetroot. These clothes are handmade by the artisans of India. They use methods like beautiful embroidery and block printing, displaying the wealthy cultural inheritance of the country. The natural color and material used in the clothing rejuvenate the skin rather than cause any harm. You see, it’s not for nothing that we are strong proponents of organic clothing.
Brands Take to Social Media Platforms for Generating Awareness
The subject that has got plenty of publicity recently is the massive wastage that human beings generate and then fail to handle properly. An astonishing McKinsey study in 2016 shows that around three-fifth of the garments arrive at the dumping ground within 1 year of being manufactured. The same study also shows that the amount of clothes created yearly has doubled up after 2000.
Brands, NGOs and organizations from around the world are becoming increasingly vocal. They have taken to popular social media platforms like Facebook and Twitter to declare their support for organic clothing.
The concepts Fast Fashion and Disposable Apparel are being criticized openly in the U.S. and Europe. People have realized how that leads to over-buying and under-utilizing clothes in the process.
Sustainable fashion has taught people to think wisely before indulging into a purchase. That will also allow them to purchase fewer clothes but utilize them to the fullest to avoid creating waste. Since organic clothes are made of high-quality natural fiber and are more durable than clothes made of synthetic fiber, they promise a longer life. It especially makes sense because it is wiser to buy a product at $60 that will last 2 years than buy one for $20 and that will end up in the trash within 6 months.
There is an increasing demand for ethical fashion in India and the U.S.
Various studies done in the past have revealed that nearly 65 percent of individuals under the age of 35 years have shown the inclination to purchase clothes from brands or retailers that are based on ethical practices.
The young generation is more aware and has taken initiatives to stand up for causes that benefit the environment positively. Since the young generation is also the bigger clothes- and accessory-purchasing group, the marketing for organic clothes is bound to grow by leaps and bounds.
Shops and brands are also making concious efforts for transparency and are following ethical practices encouraged by young customers who are very conscious of the components, sources, carbon cost and the other impacts of what they buy and wear on the environment.
Everlane, a very popular clothing brand, started with providing complete information regarding the origin of the raw materials, production cost and factories for their apparel, which was then scorned by the experts in the industry for their gullibility. Ever since big conventional brands, including Levi’s and Gap, have shown transparency regarding the origin of their clothing in the details they provided to their customers.
The industry experts believe that there has clearly been a rise in popularity of ethical fashion in India. Popular brands, including Van Heusen and Arrow. and sports brands like Puma and Nike introduced their new collection of organic apparels in the year 2010. There has also been a 60 percent to 65 percent rise in demand for organic clothing after 2012.
It should also be noted that that the organized clothing market in India is just 20 percent of the whole, that is valued at forty billion dollars in the year 2013. Organic fashion is not even 1 percent of the organized clothing market. Signifying a market volume of only about five hundred forty crore rupees, limited to the city, upmarket shoppers who are ready to buy apparel at a premium price. The local brands in India, however, find a growing awareness about organic clothing amid learned and environment sensible Indians, visitors and expats. The result has been 100% growth in annual sales!
The local brands in India are also working very hard to remove the label ‘Organic is expensive’. They say that the price is competitive as compared to popular brands. Moreover, the product has the superior value that comes with the ‘organic’ tag.
Brands are guaranteeing proper and honest production process is followed
There has been an upsurge in businesses associating with firms like Oekotex, Bluesign, and others who endorse conformity with guidelines. Every year, many conferences, campaigns and management enterprises are initiated for progressive growth in these subjects.
It is now more than just a side task for an employee who has no better work to execute. Ethical performance and renewability are now turning to be the duty of line manager.
The world of Organic fashion is not without hazards. However, the consumer is gradually pushing the bar upwards. They are demanding businesses to act reliably and follow the public set of standards. Brands, as well, are moving forward to fulfill the demands and discover that the opinion is justified.
We are eyeing a big change in the times to come.