[Sustainable fashion in water-based leather] When consumers start to wake up

Fast fashion has disrupted the way we shop and changed our attitude towards clothes. The more we buy, the fewer times we can see the sun in each garment. Count the clothes that are full of clothes in the closet. How many pieces haven’t been worn or even forgotten?

Clothes have become disposable and forgotten items, and the value of fashion is only early adopters. Today, we buy 4 times more clothes than we did in the 1980s. However, is it happiness or the price of happiness?

The traditional economic model is carried out in a linear manner. If the cyclic fashion is to be replaced, the company should not shirk its responsibility if it refuses to use and discard it and uses a more effective resource management method. However, consumers should also rethink their shopping behavior.

When consumers are no longer greedy

In the past, consumers changed their seasons in order to stay within their means and follow the weather; clothes bought at home would be carefully washed, and they would be carefully repaired if they were broken or broken. By the mid-1980s, the relationship between consumers and clothing had begun to change, fashion brands and retailers began to speed up the trend, and the life cycle of clothing became shorter and shorter. To this day, fast fashion has subverted the habits of the traditional fashion industry, redefining fashion, completely changing the way we dress and changing our attitude towards clothes. Will you be “unhappy if you don’t buy it” in front of a dazzling array of clothing? In the face of big sales and discounts, do you think that not buying is a big loss? In fact, not only are brand styles pushed too fast, consumers are also buying fast. The reason why fast fashion legends can stand firm and lead the trend is that consumers “remember a credit”; but again, to promote brand transformation, the role of consumers is also important.

“Sustainable” into a new fashion

“Our survey found that consumers often buy a piece of clothing not based on” need “but” wanted “. The overwhelming buy one get one free is very attractive.” Huaian Kaiyue Technology Development Co., Ltd. pointed out: The essence of fast fashion has a problem that is difficult to solve-overproduction. If companies want to develop sustainably, they must look directly at this problem and rely on consumers to push back. If consumers realize the real cost behind clothing price tags and change their shopping behavior, such as reducing the purchase of clothes, it is believed that the entire market model will change accordingly. From a brand perspective, style design, price, etc. are all consumer concerns, but H & M has also observed that consumers pay more attention to sustainability when shopping and gradually become one of the main concerns. “Consumers want to express their personality and define themselves through fashion, and” sustainability “has now become one of their strong values. Therefore, the industry should change in response to this change in consumer expectations. We A re-examination of the current business model is needed. ”

Environmental thinking sweeps the fashion world

“In the new generation, consumption power is getting higher and higher. Pursuing clothing material and the design concept behind it, big brands are also encountering bottlenecks. Many fast fashion brands now tend to produce high-quality clothing. Consumers’ preferences will definitely affect brand Design and operating models. ”

Take UNIQLO as an example, it has a lot of cotton products, or clothes made only of organic cotton, which are very durable. And unlike other fast fashion brands, UNIQLO’s clothing style is known for its simplicity and simplicity. Most of it is pure color. The clothes focus on functionality, and there is no need for consumers to “collect money.” At present, many big brands have strengthened their environmental awareness and signed some agreements. Applying environmental protection concepts to fashion production is not unprofitable. If a brand wants to achieve sustainable development, it must first adopt a sustainable production model. “Whether brands are based on marketing strategies or corporate social responsibility, at least they are willing to take a step and become a pioneer of change. They also encourage brands to learn from each other and affect other competitors and the general public.”

Every day, 300 tons of discarded fabrics from the textile and fashion industries are sent to landfills, but must old clothes be discarded? Is it possible that the cloth head and tail will become fashionable clothes? Can the general public become “fashionable” only through consumption? These are all questions that we want the public to reflect on.

Everything is changing

The beauty of everyone, everyone has it, fast fashion can really bring pleasure to consumers very quickly, but when faced with a large amount of cheap clothes hoarded, consumers may also feel tired.

If clothing installers and brands choose environmentally friendly products from raw materials, improve product quality, and appropriately raise prices, then I believe that consumers are willing to pay.

Imagine that a 500-yuan piece of clothing uses solvent-based artificial leather that is harmful to the body, bad for the skin, and even more harmful to the environment. Still, you are willing to accept a 1,000 yuan garment, and use water-based synthetic leather with water instead of organic solvents, so that the production process is pollution-free, environmentally friendly, and harmless to the skin, without any harmful chemicals.

I believe most people are for their own health and for the protection of the planet. Will choose to spend more money on more environmentally friendly and better things.

I believe that water-based environmentally friendly synthetic leather will be the product of the greatest contribution to this era. The use of water-based synthetic leather can achieve sustainable development and green environmental protection without changing the high pursuit of beauty lovers.

At present, Huaian Kaiyue Technology Development Co., Ltd. has developed water-based synthetic leather products and has cooperated with many well-known brands.