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A deep dive into the global market for sustainable apparel | just-style

Consumers’ growing awareness of the environmental impact of the fashion industry has created a fast-growing market for “sustainable apparel” around the world. But while it is easy to find brands that claim to be eco-friendly or are produced in a sustainable way, what characterises the sector in terms of the top sellers, products and pricing strategies? Natalie Kaucic and Dr Sheng Lu from the University of Delaware take a look.

To help fashion brands and retailers gain more insight into this growing trend, we have taken a detailed look at the global sustainable apparel market – particularly market characteristics and retailers’ merchandising strategies. By utilising the real-time, big-data analytics tool Edited, we analysed the product assortment and pricing information of over 90,000 fashion retailers and their 300 million stock-keeping units (SKUs) available from 2016 to 2018. In our study, “sustainable apparel” is defined as items that explicitly mention any of the following keywords in their product description: “eco-friendly,” “sustainability,” “sustainable,” “organic” and “environmentally friendly.”

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A deep dive into the global market for sustainable apparel | Apparel Industry Analysis | just-style.

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