In your research a third of people said origin was important to them – do you think that consumers really care about this and should we invest more time in developing collections which are transparent in their origins?
- A third is a high proportion of those surveyed, and these are the people who are likely to pay more for higher quality, responsibly produced items. I do believe that consumers really care about where the products they buy are coming from and how they are made.
- Consumers worldwide are increasingly demanding responsibly produced garments and textiles, and there’s no turning back - this will be a permanent change in their preferences. As a consequence, there is a drive towards traceability and greater sustainability in the fashion supply chain - brands and retailers will be asked to show more and more proof that they are choosing to work with a responsible supply chain.
- Through innovation, technology and regulation, the U.S. cotton industry for many years now has endeavoured to reduce the environmental impact of cotton production, setting the global standard for purity, quality, and responsibility. Our entire industry, from our farmers to our research institutions are focused on minimising our impact and ensuring that our cotton is responsibly grown.
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