Since a few years, the current situation is not sustainably environmental, economical and social.
Currently, 20% of the world population consumes 80% of global non-renewable resources. Fossil fuels (oil, gas ...) are rapidly shrinking, water is scarce, the forests are gradually disappearing, marine resources diminish...
Ifwe continue to live in the same way, it will require resources equivalent to those of two Earths to support us in 2050...
Today, this finding is widely shared globally. People are increasingly worried about the Planet and the future.
Sustainable development has emerged as a solution; a development that meets the present generation’s needs without compromising the future generation’s ability tomeet theirs.
Indeed we have the right to use the Earth’s resources but the duty to ensure their sustainability for future generations; every human has the same right to the Earth's resources.
More and more people were aware of sustainable development. This awareness is emerging among consumers from textile sector as well.
The consumer understands that his purchase act has consequences that go beyondthe satisfaction that brings him the product purchased utility. Its responsibility is to also include, in addition to price and product quality, human and environmental criteria.
The consumers’ sensitivity is constantly increasing because of the sustainable development challenges.
There is a real demand from consumers wishing to become more responsible towards the Planet! We can say also,that the consumers know that products from sustainability development are products with a better quality; this characteristic encourages consumers to choose these products than another ones.
It is very important for companies to meet the demand by offering first reliable products who are respecting the planet and the Human Rights and by introducing itself as a company who care about sustainabledevelopment (as the group LVHM who signed a environment charter in 2001. PPR promises to publish the quantity of its paper consumption, CO2 emissions and purchase of recycled paper. He participates also to the processes e-waste recycling.).
By meeting the demand, companies create an sustainability image around itself !
So, all brands, which are respecting the Planet, can derive competitiveadvantages. They can see their sales increased sharply thanks to a “green” loyal customer.
The companies have to be careful in an economic landscape dominated by the quest for profit at the expense of respect for the human person, many brands can do greenwashing, and the practice is not very appreciated by the consumers, who feel as a stupid person.
All sectors are concerned by thesustainable development as well as agriculture, the housing and the industry. The textile industry is also.
The cotton farmer to the store of clothing, through the fabrication shop and the designer, the whole process of clothing creation and sale must respect the economic, social and environmental needs. These, It is not free !
Moreover, some consumers have essentially the price as a principalcriterion, a low price. That s mean, a price who come from a deteriorating social and environmental production. And everyone is not worried to the same sensibility level! So, the consumer does not care the criterion "sustainable development ", which is considered as a bonus to him.
Sustainability perception can help fashion sales, but the company has to be honest with the public – Not lyingpromotion!
Today, as the sustainability development is more viewed as a trend than really impacted in all people mind, customers don’t care about buying sustainability products or products from reliable companies; it is just an extra bonus for the moment. In few years, people will be more worried about the Planet.
III. greenwashing: The example of the brand Chanel