Sustainability is a term that appears more and more in shop windows, clothing labels, headlines and more, especially in the fashion industry. This not quite as new keyword has spread rapidly in recent years, mainly in response to the growing ecological and social challenges of the industry. But does it really sell? Can ethical production, recycled materials and CO2 reduction targets generate the same sales as the low prices and constantly changing trend cycles from fast fashion?
BCOME, the platform, the industry expert: Inside, helping to implement meaningful data into concrete measures has spoken to a variety of fashion experts: inside, from global retailers: inside to sustainable niche labels to find out. The answers draw a complex picture that is characterized by changing consumption habits, market pressure and the area of tension between values and profits. So does sustainability really sell? The truth could surprise her.
Clear change in the setting of consumers: inside, but a price -sensitive one
Many brands report a growing awareness and increasing demand from consumers: inside, especially younger generations, after sustainable fashion. However, most agree that the price is still the biggest hurdle.
“There is a niche that demands sustainability,” says Eleonora Marini, head of communications at Rifò, “but higher prices are still an obstacle. That is why brands have to make additional efforts in terms of education and communication.”
This area of tension between values and affordability also confirms Eva Diaz, sustainability manager at Hallotex: “Sustainability is a ‘plus’, but the price remains the biggest brake.”
At Ecoalf, a label that puts sustainability in the foreground, the message of Jorge Delgado, Product Impact Manager, optimistic, but pragmatic: “Yes, sustainability sells, but it has to go hand in hand with other values such as design, affordability and clear communication. Longevity and more to talk. “
Sustainability sells, but often indirectly
Some companies argue that consumers: on the inside do not necessarily buy a product because it is sustainable, but because it is well made, stylish and functional, and sustainability then becomes a nice bonus.
“We believe that people choose the best product for what they need at the moment,” explains Maria Moreno, Ecodesigner Apparel at Decathlon. “Sustainability can be the third criterion according to quality and price. Therefore, it is our task to ensure that what is announced: the inside of it is already made in the most sustainable way.”
Similarly, Matthys Nelle, Production and CSR Specialist at The Woody Group emphasizes: “Media attention in the past five years has changed perception, but the movement is more towards less clothing and second-hand mode than a complete changeover to sustainable retail.” Fast fashion remains a dominant force due to its simplicity and affordability, which makes it difficult to transition to high -quality, long -lasting clothing.
Sustainability alone is not always enough
While many see sustainability in the industry as a decisive part of the future, some recognize that it is not the main driver for sales, at least not yet. Aécio Dantas, Sustainability Manager of the Spanish men’s fashion brand Silbon, expresses it openly: “In general and in companies like ours, I do not see that sustainability only increases sales.”
This perspective appeals to a more comprehensive truth with which many medium -sized and traditional brands are confronted: If consumers: weigh up their purchase decisions on the inside, values may not be enough to complete the deal.
However, others see potential when the most important hurdles are eliminated. At Pages Valenti, a manufacturer of regenerated cotton, Josep Pagès, the commercial director of the company: “Sustainability sells, but remains a minority. We need clear communication, more competitive prices and stricter regulations.” The company raises generation change, global trends and the pressure from investor: inside as driving forces for sustainability, but also lists the reasons why it still causes difficulties: higher prices, greenwashing, confusion of consumers: inside and the dominance of fast fashion.
Greenwashing: sell the idea of sustainability, not the reality
Ironically, one of the clearest signs is that sustainability sells how often it is misused. Greenwashing, i.e. when brands overdo or pretend their environmental friendliness, has become increasingly common. And paradoxically, this reveals the truth: if sustainability would not sell, nobody would bother to pretend to be sustainable.
But the consequences of Greenwashing are serious: consumers: on the inside become skeptical, trust disappears. And even really sustainable fashion companies can generally go under.
“Sustainability should be a moral force,” says Cecilia Guarás, sustainability manager at Bobo Choses, “not only a marketing instrument. But if the political environment is contradictory and the economic system puts us under pressure, it becomes more difficult, higher -priced products with additional ethical value.”
In order to restore trust and make sustainability a real business driver, fashion companies have to go beyond slogans. The following points can help:
So does sustainability really sell?
The answer is: yes, but not enough. Not yet. Sustainability gains dynamics. More and more consumers are interested in it. There are more and more regulations. But we are still far from a mass acceptance. And as several voices in the industry emphasize, sustainability cannot stand alone, it must be paired with great design, competitive prices and real functionality.
“We shouldn’t have to choose sustainable products,” says Maria Moreno from Decathlon. “Sustainability should be the standard. The real choice should be between the best sustainable services that support their entire product experience.”
The market potential of sustainability: a small piece of the cake
The global fashion industry generated over 1.7 trillion euros in 2024. In contrast, the market for sustainable fashion is expected to reach only 12.46 billion euros by 2025, according to Coherent Market Insights. That is almost 1 percent of the overall market, but it grows rapidly. In fact, it is expected that the global market for second-hand clothing will grow 2.7 times faster than the entire clothing market by 2029, according to a recently published report by Thedup.
In order for sustainability to really sell, it must develop from a niche to standard maintenance and close the gap between intentions and effect.
Here are three strategies that brands should pursue in order to make sustainability an engine for your economic growth:
The demand is real, the wish is there. Now the industry has to make sustainability simple, affordable and authentic. Sustainability is not a magical ingredient that automatically increases sales; It is not just a marketing instrument, but a crucial need for brands in order to build up resistance and achieve long -term success.
Sustainability is the heart of the fashion business, just like the heart for a person. It may not be the only thing that gets us alive, but without it everything else would collapse.
This article previously appeared on fashionunited.uk and was used with digital tools translated.
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