On Thursday, the Paris Good Fashion collective revealed the results of the responsible fashion consultation launched in September.
First lesson: the subject interests the French who were more than 100,000 to participate.
At the top of their concerns and interest, we find recycling and second hand, material traceability, Made in France or even the question of packaging.
Faced with accusations of pollution and overproduction, fashion began its “eco-responsible” transformation two years ago.
In France, the sector whose direct turnover was 154 billion euros in 2019, is suffering the full force of the Covid crisis.
According to the French Fashion Institute, the absence of foreign tourists (and despite an increase in online sales of 42%), would thus have caused the turnover to fall by 55%!
This could lead to a loss of 30,000 to 40,000 jobs nationwide out of the more than 600,000 direct jobs linked to fashion.
The second hand is one of the few growth levers envisaged in the coming decade.
The argument of responsible and sustainable fashion is therefore at the heart of economic models.
Especially since if this type of initiative requires a complicated investment in times of Covid, it would be even more expensive to wait, in particular to regain consumer confidence.
Beyond the citizens' proposals retained by this consultation, the brands involved in the collective reacted through interesting commitments.
Among these, the project in connection with the city of Paris for the recycling of hangers and the famous polybags, these plastic packaging that protect an item of clothing individually (i.e. 4 billion items).
Also the Etam action, "Small gesture, nice support", launched on March 2, which aims to collect bras already worn in 350 stores of the sign.
They will be sorted, then recycled for the used parts of the product or donated to associations for those still in good condition.
The Bocage brand in the bosom of the Éram group has launched its refurbished “Comme Neuves” shoes in stores and online.
A month ago, La Redoute inaugurated its consumer-to-consumer resale platform "La Reboucle" to which more than 400,000 customers have already visited.
The Galeries Lafayette group, already largely involved in a sustainable and responsible fashion approach, announces, among other things, that it intends to give 200 brands a chance by 2024, more than 50% of whose production is carried out in France (i.e. much stronger relocation than the classic made in France).
For Vestiaire Collective, a second-hand pioneer, the new challenge lies in transport, the platform being global.
Today, therefore, it is a question of making site users aware of the products available closest to them, in a short-circuit approach.
Other projects are underway, followed by more and more French citizens.
