We wanted to study the sensitivity of some of the major brands regarding the issue of sustainability.
What we mean about sustainable fashion
Sustainable fashion means fashion that respects the planet and people, whit attention to some aspects such as ethical working conditions, environmental impact and treatment of animals.
The goal of this research is to analyze the combination of Fast and Slow fashion
Fast Fashion
PROS
fashionable
economical
easily available
CONS
inequitable
not durable
not sustainable
Slow Fashion
PROS
durable
sustainable
high quality
CONS
expensive
classic and basic style
can be second-hand
In order to closely analyze the phenomenon, we used data from the entire Zalando catalog on May 10 and 11, 2021.
Sustainability certifications
As a leader in the e-commerce industry, Zalando has begun to place a greater emphasis on sustainable products, categorizing them according to 39 sustainability certificates.
Most popular certifications
%
Products made from raw materials obtained from organic fibers.
%
Products with at least 50% cotton sourced from a retailer or brand that is committed to investing in BCI Farmers
%
Products with at least 20% recycled polyester compared to virgin polyester
The catalog:
products analyzed
brands analyzed
sustainable products
sustainable brands
What we found out
Users are giving increasing consideration to sustainability
Women are more interested in the topic than men
Younger people are mostly talking about it
The sports world is still struggling to convert to sustainability
The brands
Sports brand
Fast Fashion brand
How it is being talked about- social & web
gender and age
