Sustainable Fashion is Going Mainstream & You Should Be Ready For It

In the mid 2000’s, the health and wellness market was growing quickly but still in its fitful youth. The market growth was increasing steadily, but its consistent success came with its own challenges. Back then, the big question was what’s next? Despite its pace of growth, the industry was a fraction of what it is today. Now, natural and organic products are about as mainstream as it gets, and it is a market in perpetual growth. There are remarkable parallels between the natural market back then and the fashion industry right now. Before you scoff, consider this. It wasn’t that long ago that organic and natural foods market had yet to hit mainstream just like eco-fashion has yet to hit the collective conscious. Environmentally aware consumers are no longer a fringe market. They are on the rise and impacting the marketplace with rapid fire, but the industry as a whole has yet to wake to this. Just ask H&M CEO, Karl-Johan Persson, who recently bemoaned consumer shaming of fast-fashion brands. The natural and organic market had its arrogance too, but ignoring the growing consumer consciousness change won’t make sustainable fashion go away. The fashion industry is either going to listen to the customer and embrace sustainable fashion going mainstream or risk losing its vogue. Here are the top lessons the fashion industry can learn from the health and wellness market.

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