FASHIONSUSTAINABILITYREPORTDearreaders,Thefashionindustryisataturningpointinitshistory.Overthelastfewyears,voiceshavearisendemandingmoresustainableproduction,especiallyintheaftermathofthe2013RanaPlazacollapseinBangladeshthatkilled1134peopleandshedlightonthepoorworkingconditionsingarmentfactories.Followingthistragedy,the#FashionRevolutionmovementwascreated.EachyearinApril,itencouragesbrandstobemoretransparentabouttheirproductionchainbyusingthehashtag#WhoMadeMyClothes.Afterthesocialchallenge,cometheenvironmentalandethicalquestionsforbrands.Indeed,demandisconstantlyincreasing,andsoisproduction.AccordingtothePulseOfTheFashionIndustry’s2019report,clothingproductionisexpectedtohit102milliontonsby2030.That’sawhopping64.5%increasefrom62milliontonsin2017.Thevolumeofproductionhasalreadydoubledinthepast15years.Webuymoreclothesthanever.Butareconsumersvotingwiththeirdollarstowardsmoresustainablepurchases?Itiscertainthatconsumersareincreasinglyvalues-drivenwhenbuyingclothes.38%ofconsumersreportswitchingtoapreferredbrandbasedonitsenvironmentalorsocialpractices,accordingtothereport.However,wewerecurioustoanalyzewhetherthissocietaltrendisbeingadoptedbythemajorityofconsumers,orjustasmallniche.Wewishyouapleasantreading!Best,TheHeuritechTeamHEURITECHANALYSISINFIGURES25millionsposts400hashtagsoverthepast3yearsonInstagramfromconsumersandinfluencersintheUSandinEurope©MelaniaBrescia©AnnaRosaKrau©sweetmutuals©AbeFrajndlich@Vogue©DavidPDHyde©MassCobWHATISSUSTAINABLEFASHION?TOPTHEMESWedefined8categoriesrelatedtosustainablefashion:EnvironmentEverythingthatisrelatedtotheenvironment,notonlyinthefashionindustryFashionrevolutionAglobalmovementcallingforgreatertransparencyinthefashionindustryHandmadeProductsmadebyhandorinvolvingamanualprocessOrganicmaterialsCertifiedorganictextilesgrownaccordingtospecificagriculturalstandardsSustainableFashionAprocesstomakethefashionlifecyclemoresustainableVeganWhenthemanufacturingofaproductdoesnotuseanimalproductsorbyproductsVintageReusingoldclothesthroughvintageorsecond-handRecycleProductsthataregivenasecondlifethroughrecyclingorupcyclingSOMEHASHTAGSFOUNDINPOSTS…#sustainability#sustainabilitymatters#sustainabilityinstyle#sustainabilityblogger#sustainabilityeducation#sustainabilityissexy#environmentalsustainability#sustainabilitychallenge#sustainabilitygoals#fashionsustainability#selfsustainability#sustainabilitysaturday#sustainabilityweek#sustainabilityfashion#sustainabilitycentre#sustainabilityiscool#sustainability#sustainable#ecofriendly#zerowaste#sustainableliving#environment#nature#eco#climatechange#gogreen#ecofriendly#sustainabilitymatters#sustainabilityblogger#sustainabilityeducation#sustainabilityissexy#environmentalsustainability#sustainabilitychallenge#foodsustainability#sustainabilitygoals#selfsustainability#sustainabilityweek#sustainabilitycentre#sustainabilityiscool#fashionrevolution#fashionrevolutionweek#fashionrevolution#fashionrevolutionweek#fashionrevolutionday#fashionrevolutionweek2019#fashionrevolutionweek2018#fashionrevolutionportugal#fashionrevolution2018#fashionrevolution2019#fashionrevolutiongermany#fashionrevolutionspain#fashionrevolutionhungary#fashionrevolutionweek2017#fashionrevolutionitalia#fashionrevolutionswitzerland#fashionrevolutionnorway#fashionrevolutionfrance#fashionrevolutionaustria#revolutionfashion#fashionrevolution2017#whomademyclothes#handmade#handcrafted#handloom#handwoven#handmade#handmadefurniture#handmadecrafts#handmadecosmetics#handmadebrooch#handmadetype#handmadecrochet#handmadejewerly#handmadejewelry#handmadeuk#handmadehome#handmadeart#handmadecraft#handmadeau#handmadebag#handmadeleather#handmadeisbest#broochhandmade#leatherhandmade#handmadeshoes#handmadebags#handmadebraceletshandmadebracelets#handmadebags#handmadeshoes#cottonorganic#organiccottontee#organiccottons#organiccottonscarf#organiccottonforkids#organic#organiccotton#sustainabilityinfashion#sustainablefashion#slowfashion#slowfashionblogger#slowfashionstyle#slowfashionoctober#slowfashionmovement#slowfashionsummer#slowfashionchallenge#slowfashionpassion#slowfashionworld#slowfashionnext#slowfashionforkids#slowfashionrepresentationmatters#slowfashionstore#slowfashionspain#slowfashioninspo#slowfashionbrand#slowfashioncommunity#slowfashionootd#slowfashionblog#slowfashionoctober2018#slowfashionutmaningen#slowfashionrevolution#slowfashiondesign#slowfashionshoes#slowfashiondesigner#slowfashionchile#slowfashionista#slowfashionberlin#slowfashionbaby#slowfashionbloggers#slowfashionisthenewfashion#slowfashionbasement#slowfashionlabel#slowfashion#ethicalfashion#ecofashion#consciousfashion#fairfashion#slowfashion#slowfashionblogger#slowfashionstyle#slowfashionoctober#slowfashionmovement#slowfashionsummer#slowfashionchallenge#slowfashionpassion#slowfashionworld#slowfashionnext#slowfashionforkids#slowfashionrepresentationmatters#slowfashionstore#slowfashionspain#slowfashioninspo#slowfashionbrand#slowfashioncommunity#slowfashionootd#slowfashionblog#slowfashionutmaningen#slowfashionrevolution#slowfashiondesign#slowfashionshoes#slowfashiondesigne#slowfashionista#slowfashionberlin#slowfashionbaby#slowfashionbloggers#slowfashionisthenewfashion#slowfashionbasement#slowfashionlabel#sustainabilityinstyle#sustainabilityinfashion#fashionsustainability#sustainabilityfashion#ethicallymade#veganfashion#veganfashionblogger#veganfashionblog#veganfashionista#veganfashionweek#vegan#veganleatherjackets#veganleatherearrings#veganleatherhandbags#veganleatherbackpack#veganleatherskirt#vintage#secondhand#secondhand#secondhandfirst#secondhandshop#secondhandbag#secondhandbags#secondhandclothes#secondhandshoes#secondhands#secondhandstyle#secondhandfashion#secondhandbooks#secondhandstore#secondhandindo#secondhandclothing#secondhandstuff#secondhandfurniture#secondhandmarket#secondhandshopping#buysecondhand#secondhandbrandname#secondhandluxury#secondhandhounds#secondhandbook#secondhandfinds#secondhandvintage#upcycling#upcyclingfashion#upcyclingart#upcyclingproject#upcyclingideas#upcyclingfurniture#upcyclingdesign#upcyclingclothes#truefruitsupcycling#upcyclinginteriors#upcyclingbag#upcyclingartist#upcyclingjewelry#upcyclingdenim#upcyclingjewellery#upcyclingworkshop#upcyclingclothing#recycle#reuse#upcycling#upcycling#upcyclingfashion#upcyclingart#upcyclingproject#upcyclingideas#upcyclingfurniture#upcyclingdesign#upcyclingclothes#truefruitsupcycling#upcyclinginteriors#upcyclingbag#upcyclingartist#upcyclingjewelry#upcyclingdenim#upcyclingjewellery#upcyclingworkshop#upcyclingclothingTHESOCIO-ECOLOGICALSYSTEMOFFASHIONCo-occurrencebetweenhashtagsfromthe8categoriesonInstagrampostsMethodology:Welookedatthecontentofpostswithsustainability-relatedhashtagsinthemandmeasuredtheco-occurrencesbetweentheirhashtags.recyclefashionrevolutionorganicdhandhandmadeveganseconvintagenmentshionenviroablefasustainHashtagsinvolvingsustainabilitylargelyoverlapanddisplayinterestingsynergies.Tocommentafew,wenotethatsustainablefashionisanimatedbythereturntothehandmade.Itappearsthatitisalsonourishedbythefashionrevolutionmovement,whichwewilldiveintolaterinthisreport.Furthermore,wecan’tignorethefactthatsustainablefashionbeginswithchoosingmoreresponsiblematerials,organicorveganones.Overall,thesetopicsoverlapandtranslateintoatrendingdynamicofamoresustainablewayoflivingthatgoesallthewayuptohowwethinkaboutfashion.©bethhoeckel©LyndaSmall©whit_ny©wrightkitchenAccordingtothe2018StateofFashionreportbyBusinessofFashionandMcKinsey,66%ofmillennialsarewillingtospendmoreonbrandsthataresustainable.Issustainabilitythenewgrowthdriver?Forbrands,thechallengeistorethinktheirbusinessmodelandtheirsupplychaintointegratesustainabilityattheircore:fromhowaproductismade,withsolutionssuchas3Dprintingandmorelocalfactories,tothesourcingofmaterialswithinnovativefabricssuchasOrangeFibermadefromcitrusjuice,toincreasedtraceabilityandmoretransparencythroughblockchainandfinally,salesandstockforecastingtoavoidoverstock.Withthisstudy,ourhopewastoofferinsightintowhatconsumersandinfluencersaretalkingaboutonInstagramtoencouragethetransitiontowardsmoresustainablefashionpracticesaswellasreaffirmbrandpositioning.@amourvertTOPHASHTAGSASSOCIATEDWITHFASHIONMethodology:Welookedatthecontentofpoststhathad‘#fashion’inthemandmeasuredtheco-occurrenceswitheachsustainablehashtag.ThegoalhereistobringoutthesustainableintentionsthataredirectlylinkedtofashionintheUSandinEurope.Note:thehashtagsingoldaresimilarintheUSandinEurope,thehashtagsinblackareexclusivetothesecontinents.#handmadejewelry#secondhand#vintage#handmade#sustainablefashion#ethicalfashion#ethicalfashion#handmade#handcrafted#sustainable#vintage#slowfashion#slowfashion#recycle#handmadejewelry#handcrafted#sustainablefashion#veganOverall,themostfrequentco-occurrencesaresimilar,lettingusdrawtheconclusionthatthetopicsofslow,sustainableandethicalfashionaretrendinginbothEuropeandUS.IntheUS,thetop9hashtagscontainbroaderhashtagsrelatedtotheenvironment,demonstratingagrowingcommitmenttowardstheplanetwhenitcomestofashionaswell.TheUSisadoptingtherecyclingtrendwithbrandslikePoshmarkandthredUPallowingconsumerstoreselltheirclothesonline.TheopportunityalsoexistsforpeopletopurchaseaboxthatcanbefilledwithclothingandshippedtoorganizationssuchasTerracycleFabricsandClothingZeroWasteBox.EuropeisembracingthevegantrendmorenotablythanintheUS.Theuseofthehashtag#veganhighlightsthegrowingconcernsrelativetotheproductionofleather.ManyEuropeanbrandssuchasVEJAhavebeenworkingforyearstodevelopaleather-freeshoe.ThebrandlauncheditsCamposneakerinJanuary2019,thefirst100%veganshoe.VINTAGEVSSECOND-HANDEVOLUTIONSINCETHEBEGINNINGOF2019The#vintagehasdecreasedby8%whilethe#secondhandhasincreasedby15%inEuropeandintheUSonInstagramsinceJanuary2019VintageVolumeSecond-handofpostsoldclothingreusedclothes-8%+15%Eventhoughvintageremainsoneofthemajortopicsworldwide,itisnotexplodingliketheothermovementsdirectlylinkedtosustainability.Thetrade-offbetweenvintageandthisnewwayofaddressingfashionhasevenmadeitadecliningtrendsincethebeginningof2019.Whilevintagehasalwaysbeenaround,itisinterestingtonoticetherecentriseofthesecond-handtrend.Second-handappearstobeamoreactivisttrendsinceitisdirectlycorrelatedwithfightingfastfashion,whilevintageappearstobemoreofalifestyle.Second-handgeneratesavirtuouscycle,areal,newwayofconsumingbetterbybuyingusedclothestoreusethem.Still,vintageremainsverystrong(6timesmorepresentinpoststhansecond-hand)andremainspartofthesustainabilitymovementasitcanbeagoodreasontogosecond-hand.Second-hand©zara©ktz@tessmaretz@myosotisgardenVintageuserid:414195,docid:150185,date:2024-01-02,sgpjbg.comShareofPostsIndexSUSTAINABLEFASHIONABOOMINGTOPICWORLDWIDETheevolutionofthehashtag#sustainablefashionovertimeonInstagramUSAEUROPE#sustainablefashionx5within3yearsOneofthemostimportanthashtagsofthisstudyis#sustainablefashion.Itisnotsurprising,therefore,thatwewantedtolookathowithasevolvedovertime.Thishashtagstartedboomingin2018.IntheUS,thebreakthroughhappenedinMarch2018,mostlikelyechoingthereleaseoftheSustainableFashionReportpublishedbytheUnitedNations.Withinsixmonths,betweenJanuaryandJune,thehashtag’spopularitygrewby60%.Europehascloselyfollowedthisstrongtrend,reinforcingthebeliefthatsustainablefashionwillkeepontransformingourwayofcreatingandconsuming.Thehashtaghasgrownbyx6intheUSversusx4inEuropesince2015.heuritechINFLUENCERSCAREABOUT...InfluencersfromtheUSandEuropeareincreasinglyshowingtheircommitmenttowardsamoresustainablevisionoffashion.Theirengagementreflectsconsumerconcerns,withanemphasisonvintage:Thehashtag#vintageis4timesmoretalkedaboutthantheotherhashtags.Moreover,thepresenceofthe#climatechangeshowsthattheinfluencersareincreasinglywillingtobeseenasactivistsandtobuildenvironmentalawarenessamongtheircommunityoffollowers.Mostusedhashtagsamonginfluencers(USandEurope)#vintage#vegan#organic#handmade#sustainable#climatechange#reuse#sustainability#secondhandShareofPostsIndexTHEFASHIONREVOLUTIONNOWHAPPENSALLYEARLONGTheevolutionofthehashtag#fashionrevolutiononInstagram"Whomademyclothes?"ThatisthequestiontheFashionRevolutionmovementisencouragingeveryconsumertoaskwhenbuyinganewitemandeverybrandtobemindfulofthroughouttheprocesswhencreatingtheirproducts.ThemovementstartedaftertheRanaPlazacollapseonApril24th,2013,whichbecametheFashionRevolutionday.ItwasfoundedbyCarrySomersandOrsoladeCastro,twofashiondesignersintheUK.Ithasevolvedintoaglobalmovementpresentin100countries,claiminggreatertransparencyinthesupplychain,mostnotablywiththecampaign#whomademyclothes,encouragingbrandstopostpicturesoftheirgarmentworkers.AscanbeobservedfromtheevolutionoftherelatedhashtagsonInstagram,theFashionRevolutionisnolongersolelyrelevantinAprilbutisincreasinglybecomingaday-to-daytopic,clearlyshowingtheawarenessofthisissue.@armedangels@marahoffman@everlane@amourvert©bethhoeckel@shopdoen©LyndaSmall©b.d.graft@amourvert@orangefiberbrandENGAGEDBRANDS@marahoffmanBRANDSMOSTASSOCIATEDWITHSUSTAINABLEFASHIONBrandsmentionedwithhashtagsrelatedtoeachsustainablethemeVintageSustainablefashionEnvironmentRalphLaurenEverlaneNikeLevi’sVejaZaraAdidasLevi’sAdidasZaraReformationPatagoniaChanelVintedTheNorthFaceNikeAsosH&MGucciZaraChanelBurberryStellaMcCartneyRayBanEmergingdirect-to-consumerbrandssuchasEverlane,Veja,ReformationandVinted,aremakingtheirwayintothetopbrandsmostassociatedwithsustainablefashion.ThesebrandshavesustainabilityatthecoreoftheirDNAandengagement.Whenlookingatvintage,RalphLaurenoccupiesabigspot,withtwiceasmuchbuzzthanLevi’s,whichhasitsownvintagelineinitsfamous501’s.OnecanarguethatthebrandsfeaturedinthevintagerankingaremakingtheirwayupbecauseofresellerscreatingbuzzonInstagraminordertosell“vintage”productsfromthesebrands.Intheenvironmentranking,PatagoniaandTheNorthFaceareofcourserepresented,whileZaraandH&Maremakingtheirwayinwiththeireco-consciousinitiativesoverthelastfewyears.Finally,twointerestingfactstonote:Levi’sisthenumber1brandassociatedwiththe#recycleandReformationwiththe#fashionrevolution.Tobecontinued...ThisisthefirstpartofourSustainabilityReportcoveringhashtagsonInstagramtobetterunderstandconsumerbehaviors.Forthesecondpartofthereport,HeuritechwillanalyzeimagecontentonInstagramusingourimagerecognitiontechnology.Staytuned!SuscribetoournewsletterReadallourexclusiveanalysisonhttps://blog.heuritech.com/Heuritechisacutting-edgetechnologycompanythatprovidesfashionbrandswiththevisiontheyneedtostayaheadoftoday’sdynamicmarketandtrends.Usingadvancedartificialintelligence(AI)totranslatereal-worldimagessharedonsocialmediaintomeaningfulinsights,Heuritechempowersbrandstoforecastdemandandtrendsmoreaccurately,producemoresustainably,andachieveunprecedentedcompetitiveadvantage.ContributorsDeborahHadida-MarionTessier-CéliaPoncelinwww.heuritech.comDesignRomainUcciani