Sustainability: The hot topic 2019
As the year is coming to an end, the largest global fashion platform Lyst looked into 104 million searches and identified the most powerful fashion movements and brands of 2019. What did they find out?
Sustainability related keywords increased by 75 % with an average of 27.000 monthly searches for sustainable fashion. Due to that searches for sustainable Ingredient Brands increased exponentially as well – Repreve up to 130 %, Econyl® 102 % and TENCEL™ by 42 %.
The huge popularity of sustainable Ingredient Brands was recognized by the big names from the fashion industry. In 2019 brand collaborations have become common tactics for brands looking to generate hype and add more value to their existing products.
More than ever, Ingredient Brands now need to thoughtfully manage their brand partner network as each collaboration partner influences the total brand experience. The Reformation x New Balance sneakers, made with the use of sustainable materials such as recycled polyester were one of the hottest collaborations this fall – quickly selling out and generating a waitlist of more than 11.000 people, according to Lyst.
In order to establish a meaningful brand partnership, it is extremely important to have a clear selection criterion in place and the pre-defined process to manage the entire brand network. Brand collaboration should always ensure a good brand fit and by delivering on the original brand promise keep on building the momentum, repeatedly leading to the creation of new product lines.
By adding new, sustainable Ingredient Brand names to our Reference portfolio this year, we also refined our tools and process for managing brands. Contact us at firstname.lastname@example.org to help you turn your component into Next Generation Ingredient Brand.