Educating
Consumers on Care Labels is more Important than Ever Before
By: Elizabeth Cordi
Stella McCartney’s brand is truly
driven by her own values and morals that she had growing up and puts them at
the center of her brand. Stella McCartney understands that innovation is
important not only for her brand to stand out but to also make a positive
change among the second most polluting industry in the world. Stella McCartney
has been iconic at introducing new innovative ways to be fashionable without
harmful chemicals or pollutants. Some of the ways that McCartney’s brand
implements change are by carrying out six sustainable commitments which include
to build, sustainable supply chains, eliminate animal products, to reduce toxic
chemical use, to preserve and protect water, minimize greenhouse gas emissions,
and educate consumers about garment care.
Focusing in on sustainable
commitment number six, which plans to educate the consumer about garment care.
This commitment is so vital because the way that consumers care for their
garments which include washing and drying them have a huge impact on the amount
of energy that we use, chemicals that we are flushing away, and the high amount
of water that we use. Stella’s commitment of using Clevercare labels which inform customers that they
can reduce the impact from washing and drying their garments. Ths can reverse
the amount of chemicals being washed into drains and onto our land and the
amount of chemicals on our clothes. In other words, we can reduce our carbon
footprint.
This is so important
specifically in fashion because “Several studies indicate that garments are
often washed more frequently than necessary (Clevercare, n.d.). “By reducing
the number of times you wash your garments you can actively help to reduce your
carbon footprint” (Clevercare, n.d.). One easy way that fashion companies can specifically put this
commitment into practice by following Stella McCartney’s lead and using
Clevercare labels. In Fact, last year H&M launched their new Clevercare
garment labels which provide very specific instructions that are designed to
help get consumers the most out of their clothing due to proper care for the
garment (H&M Clevercare Labels, n.d.). In the end this also leads to less
frequent machine washing and drying.
The second innovation that a company can implement from
Stella’s sustainable commitment of educating the consumer about garment care is
to promote campaigns that show the consumer how to care for their garment in a
fun way. For example, “Levi Strauss has worked to
educate customers about steps they can take to minimise waste when they take
care of their clothing (Kaye, 2013). Levi
Strauss raised awareness and educated the consumer on how to care for their
jeans by launching a campaign that recommended the consumer to freeze their
jeans. This not only eliminates bacteria and essentially does the same job as
washing a garment, but also keeps the shape of the jean nicely because the
fabric isn’t being weakened by the chemicals in detergent. “Levi Strauss partnered with Procter & Gamble's Tide
detergent to raise awareness about the cost savings and environmental benefits
from washing with cold water - if washing were at all necessary (Kaye, 2013). Other companies should follow Levi’s example
by encouraging the same practices.
According to Dupont, “while about 70% of
shoppers want to be sustainable, the large majority are not willing to make
trade-offs on performance, or undertake complex habit changes (Washing trends and
innovations, n.d.). In response to this trend, new innovative technology has been
introduced by a Japanese electronics company called Sanyo Electric. This new
technology is a “washing machine that replaces washing powder with ultrasonic
wave technology, to effectively clean clothes. The machine’s ‘zero detergent’
mode uses a combination of electrolysed water with ultrasonic waves in order to
clean clothes. This also benefits the consumer because it cuts down the cost of
detergent (Washing trends and
innovations, n.d.) DuPont
educates their consumer on this new technology and implements McCartney’ sixth
sustainable commitment.
H&M's Clevercare Labels Helping Customers Extend
Clothing Life While Saving Energy, Water. (n.d.). Retrieved March 21, 2018,
from http://www.sustainablebrands.com/news_and_views/behavior_change/jennifer_elks/hms_clevercare_labels_helping_customers_extend_clothing
Kaye, L. (2013, May 14). Sustainable consumption: Why brands
should take the lead. Retrieved March 21, 2018, from https://www.theguardian.com/sustainable-business/sustainable-consumption-brands-take-lead
Making Laundry Cool: Washing trends and innovations. (n.d.).
Retrieved March 21, 2018, from
https://www.cleaningproductsconference.com/news/2015/making-laundry-cool-washing-trends-and-innovations
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