There is a price paradox when it comes to buying clothes — sustainable wears are costlier owing to their quality of make and material whereas cheap fast fashion is available at a fraction of the cost but comes at a high price for the environment and sweat shops that make it.
For the consumer that’s been accustomed to purchasing clothes at a bargain or reasonable rate, the only way to justify an expensive and more sustainable wear is through transparency. Today, the average shopper has become more aware and transparency has become an important issue with growing concerns about issues including fair labor, sustainable resourcing and the environment. Those consumers are more than willing to support brands that are doing good in the world, with 66% willing to pay more for sustainable goods. A study by McKinsey and Co. states that 42% of millennials state they’d want to know what goes into products and how they are made before they make a purchase, compared with 37% of Gen Z who are of similar opinion.
At ZAVI, we know that at the end of the day most consumers prioritise price, quality and style more than anything else when making purchasing decisions. With so many hidden details lurking in the industry, we would like to open up our doors by offering an overview of how the prices behind our pieces come to be. Every fibre, thread and button is accounted for and we could never imagine pricing people out of making a difference. While it definitely costs more money to be ethical and sustainable, we would much rather do it honestly. We believe in profiting without exploiting the planet, workers or even our customers — this is why our margins are low and inclusive of overheads like product development, marketing and payroll. The chart below better explains how we deem what our clothes are worth;
Published by: Vibhuti Vazirani/ 2020-05-28