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In most industries, companies must purchase materials to create their products. In the past, fashion brands have placed greater importance on saving money when sourcing materials. As the industry has focused in on sustainability, brands have had to reconsider the sourcing and manufacturing process. Jasmine S. Young, Fashion Industry Essentials contributor, explains the key factors in the relationship between sourcing materials and sustainability
Watch the full video to learn about:
- The costs and benefits of sustainable manufacturing
- The importance of brand identity
Pricing is extremely important when it comes to sourcing materials. “In the fashion business, you can’t just buy everything you want and expect the customer to pay the price. It’s also important to understand what your customer really wants. If your customer’s concerned about sustainability, they’ll probably be willing to pay a bit more knowing you went the extra mile to go to an ethical manufacturer,” explain Young. The key is properly communicating this to the customer and sharing a bit of fashion education on why the price is higher for sustainable products.
“You may want to make a T-shirt and sell it at $100, but for the materials that you’re using, you may need to sell it at $150. Explaining this to the customer and why they should still choose your brand over a less expensive one goes back to your brand’s story,” says Young. It’s important to determine what your brand is about and what makes it unique to consumers.
“You need to explain it in a way that makes sense and also be willing to receive feedback on pricing. They may say they love the $150 t-shirt but if it was $140 or $125, they’d buy 2 of them. With this feedback, you may opt do a bundle option,” Young continues. Pricing is a conversation that must happen internally within the company and then a conversation with customers. Brands must be willing to tell consumers why the price is what it is, but also be open to their opinions.
Young stresses that importance of the brand and consumer relationship as the core of sustainability. “At the end of the day, selling goods is a partnership. You’re sourcing materials, creating, presenting, and offering, yet someone has to be on the other end willing to purchase,” she says. “It really is a negotiation and a conversation with your customer. Remain true to your brand and communicate this to them.”
For more information on sourcing materials and other careers in sustainable fashion, download Yellowbrick’s Ultimate Fashion Career Guide.
