While countries around the world are beginning to reopen and gradually returning to normality, Fashion, among the most affected sectors, is rather adjusting to a permanent shift in consumers' behaviors and preferences. Trends like the adoption of digital tools and the increasing demand for purpose-driven and sustainable brands are at the forefront.
Research by McKinsey & Company states that in 2020 the covid-19 crisis has deepened engagement in sustainability, with European and overseas consumers demanding for fashion players to reshape their business models in order to act more responsibly and ethically. Building trust and transparency with consumers seems to become a one-way imperative and this has great implications across the entire supply chain. In this context, relying upon the right technology tools is essential for Fashion brands that want to improve their environmental, social, and ethical credentials.
.In the "Fashion Economy" report, Luca Tonello, Sales Director at Dedagroup Stealth, explains how technology can transform the Fashion Industry. The Report is distributed in "The Times" newspaper, published in association with the British Fashion Council and Digital Fashion Week Europe.
A 30-years-long experience in Fashion gives Dedagroup Stealth the foresight to go hand-in-hand with the evolution of the market, always ready to support brands facing complex processes and struggles. Stealth® The Fashion Platform is used by 60% of Fashion brands in Europe and it has been recently improved with a new Sustainability module which gathers standardized data from the Higg
Index, augmenting it with businesses’
own sustainability information and key
performance indicators.
"Having the right technology is
essential in tracking and measurement, beginning with the traceability of
materials and evaluation of production
suppliers, and carrying on through the
business to the consumer. Technology
that collects and analyses this data well is
an enabler of circular, sustainable business models. It helps companies manage
and understand information across
entire lifecycles of products, empowering better choices", says Luca Tonello.
The future of Fashion evidently lies in introducing and consolidating new ethical, sustainable business models. But challenging as it may seem, technology will be the core enabler of change.
