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1、FASHIONSUSTAINABILITYREPORTDear readers,T he fashion industry is at a turning point in its history.Over the last few years,voices have arisen demanding more sustainable production,especially in the aftermath of the 2013 Rana Plaza collapse in Bangladesh that killed 1134 people and shed light on the
2、poor working conditions in garment factories.Following this tragedy,the#FashionRevolution movement was created.Each year in April,it encourages brands to be more transparent about their production chain by using the hashtag#WhoMadeMyClothes.After the social challenge,come the environmental and ethic
3、al questions for brands.Indeed,demand is constantly increasing,and so is production.According to the Pulse Of The Fashion Industrys 2019 report,clothing production is expected to hit 102 million tons by 2030.Thats a whopping 64.5%increase from 62 million tons in 2017.The volume of production has alr
4、eady doubled in the past 15 years.We buy more clothes than ever.But are consumers voting with their dollars towards more sustainable purchases?It is certain that consumers are increasingly values-driven when buying clothes.38%of consumers report switching to a preferred brand based on its environmen
5、tal or social practices,according to the report.However,we were curious to analyze whether this societal trend is being adopted by the majority of consumers,or just a small niche.We wish you a pleasant reading!Best,The Heuritech Team400hashtags25millions postsHEURITECH ANALYSISIN FIGURESover the pas
6、t 3 years on Instagram from consumers and influencers in the US and in Europe Anna Rosa KrauMelania BresciaVogueDavid PD HydeAbe Frajndlichsweetmutuals MassCobWe defined 8 categories related to sustainable fashion:EnvironmentEverything that is related to the environment,not only in the fashion indus
7、tryFashion revolution A global movement calling for greater transparency in the fashion industry HandmadeProducts made by hand or involving a manual process Organic materials Certified organic textiles grown according to specific agricultural standardsSustainable FashionA process to make the fashion
8、 lifecycle more sustainable Vegan When the manufacturing of a product does not use animal products or by productsVintage Reusing old clothes through vintage or second-handRecycle Products that are given a second life through recycling or upcyclingWHAT IS SUSTAINABLE FASHION?TOP THEMES#sustainability
9、#sustainabilitymatters#sustainabilityinstyle#sustainabilityblogger#sustainabilityeducation#sustainabilityissexy#environmentalsustainability#sustainabilitychallenge#sustainabilitygoals#fashionsustainability#selfsustainability#sustainabilitysaturday#sustainabilityweek#sustainabilityfashion#sustainabil
10、itycentre#sustainabilityiscool#sustainability#sustainable#ecofriendly#zerowaste#sustainableliving#environment#nature#eco#climatechange#gogreen#ecofriendly#sustainabilitymatters#sustainabilityblogger#sustainabilityeducation#sustainabilityissexy#environmentalsustainability#sustainabilitychallenge#food
11、sustainability#sustainabilitygoals#selfsustainability#sustainabilityweek#sustainabilitycentre#sustainabilityiscool#fashionrevolution#fashionrevolutionweek#fashionrevolution#fashionrevolutionweek#fashionrevolutionday#fashionrevolutionweek2019#fashionrevolutionweek2018#fashionrevolutionportugal#fashio
12、nrevolution2018#fashionrevolution2019#fashionrevolutiongermany#fashionrevolutionspain#fashionrevolutionhungary#fashionrevolutionweek2017#fashionrevolutionitalia#fashionrevolutionswitzerland#fashionrevolutionnorway#fashionrevolutionfrance#fashionrevolutionaustria#revolutionfashion#fashionrevolution20
13、17#whomademyclothes#handmade#handcrafted#handloom#handwoven#handmade#handmadefurniture#handmadecrafts#handmadecosmetics#handmadebrooch#handmadetype#handmadecrochet#handmadejewerly#handmadejewelry#handmadeuk#handmadehome#handmadeart#handmadecraft#handmadeau#handmadebag#handmadeleather#handmadeisbest#
14、broochhandmade#leatherhandmade#handmadeshoes#handmadebags#handmadebracelets handmadebracelets#handmadebags#handmadeshoes#cottonorganic#organiccottontee#organiccottons#organiccottonscarf#organiccottonforkids#organic#organiccotton#sustainabilityinfashion#sustainablefashion#slowfashion#slowfashionblogg
15、er#slowfashionstyle#slowfashionoctober#slowfashionmovement#slowfashionsummer#slowfashionchallenge#slowfashionpassion#slowfashionworld#slowfashionnext#slowfashionforkids#slowfashionrepresentationmatters#slowfashionstore#slowfashionspain#slowfashioninspo#slowfashionbrand#slowfashioncommunity#slowfashi
16、onootd#slowfashionblog#slowfashionoctober2018#slowfashionutmaningen#slowfashionrevolution#slowfashiondesign#slowfashionshoes#slowfashiondesigner#slowfashionchile#slowfashionista#slowfashionberlin#slowfashionbaby#slowfashionbloggers#slowfashionisthenewfashion#slowfashionbasement#slowfashionlabel#slow
17、fashion#ethicalfashion#ecofashion#consciousfashion#fairfashion#slowfashion#slowfashionblogger#slowfashionstyle#slowfashionoctober#slowfashionmovement#slowfashionsummer#slowfashionchallenge#slowfashionpassion#slowfashionworld#slowfashionnext#slowfashionforkids#slowfashionrepresentationmatters#slowfas
18、hionstore#slowfashionspain#slowfashioninspo#slowfashionbrand#slowfashioncommunity#slowfashionootd#slowfashionblog#slowfashionutmaningen#slowfashionrevolution#slowfashiondesign#slowfashionshoes#slowfashiondesigne#slowfashionista#slowfashionberlin#slowfashionbaby#slowfashionbloggers#slowfashionisthene
19、wfashion#slowfashionbasement#slowfashionlabel#sustainabilityinstyle#sustainabilityinfashion#fashionsustainability#sustainabilityfashion#ethicallymade#veganfashion#veganfashionblogger#veganfashionblog#veganfashionista#veganfashionweek#vegan#veganleatherjackets#veganleatherearrings#veganleatherhandbag
20、s#veganleatherbackpack#veganleatherskirt#vintage#secondhand#secondhand#secondhandfirst#secondhandshop#secondhandbag#secondhandbags#secondhandclothes#secondhandshoes#secondhands#secondhandstyle#secondhandfashion#secondhandbooks#secondhandstore#secondhandindo#secondhandclothing#secondhandstuff#secondh
21、andfurniture#secondhandmarket#secondhandshopping#buysecondhand#secondhandbrandname#secondhandluxury#secondhandhounds#secondhandbook#secondhandfinds#secondhandvintage#upcycling#upcyclingfashion#upcyclingart#upcyclingproject#upcyclingideas#upcyclingfurniture#upcyclingdesign#upcyclingclothes#truefruits
22、upcycling#upcyclinginteriors#upcyclingbag#upcyclingartist#upcyclingjewelry#upcyclingdenim#upcyclingjewellery#upcyclingworkshop#upcyclingclothing#recycle#reuse#upcycling#upcycling#upcyclingfashion#upcyclingart#upcyclingproject#upcyclingideas#upcyclingfurniture#upcyclingdesign#upcyclingclothes#truefru
23、itsupcycling#upcyclinginteriors#upcyclingbag#upcyclingartist#upcyclingjewelry#upcyclingdenim#upcyclingjewellery#upcyclingworkshop#upcyclingclothingSOME HASHTAGSFOUND IN POSTSHashtags involving sustainability largely overlap and display interesting synergies.To comment a few,we note that sustainable
24、fashion is animated by the return to the handmade.It appears that it is also nourished by the fashion revolution movement,which we will dive into later in this report.Furthermore,we cant ignore the fact that sustainable fashion begins with choosing more responsible materials,organic or vegan ones.Ov
25、erall,these topics overlap and translate into a trending dynamic of a more sustainable way of living that goes all the way up to how we think about fashion.THE SOCIO-ECOLOGICALSYSTEM OF FASHIONCo-occurrence between hashtags from the 8 categories on Instagram postssecondhandvintageveganorganicfashion
26、 revolutionrecyclehandmadeenvironmentsustainable fashionMethodology:We looked at the content of posts with sustainability-related hashtags in them and measured the co-occurrences between their hashtags.According to the 2018 State of Fashion report by Business of Fashion and McKinsey,66%of millennial
27、s are willing to spend more on brands that are sustainable.Is sustainability the new growth driver?For brands,the challenge is to rethink their business model and their supply chain to integrate sustainability at their core:from how a product is made,with solutions such as 3D printing and more local
28、 factories,to the sourcing of materials with innovative fabrics such as Orange Fiber made from citrus juice,to increased traceability and more transparency through blockchain and finally,sales and stock forecasting to avoid overstock.With this study,our hope was to offer insight into what consumers
29、and influencers are talking about on Instagram to encourage the transition towards more sustainable fashion practices as well as reaffirm brand positioning.whit_nybethhoeckelwrightkitchenLyndaSmallamourvertOverall,the most frequent co-occurrences are similar,letting us draw the conclusion that the t
30、opics of slow,sustainable and ethical fashion are trending in both Europe and US.In the US,the top 9 hashtags contain broader hashtags related to the environment,demonstrating a growing commitment towards the planet when it comes to fashion as well.The US is adopting the recycling trend with brands
31、like Poshmark and thredUP allowing consumers to resell their clothes online.The opportunity also exists for people to purchase a box that can be filled with clothing and shipped to organizations such as Terracycle Fabrics and Clothing Zero Waste Box.Europe is embracing the vegan trend more notably t
32、han in the US.The use of the hashtag#vegan highlights the growing concerns relative to the production of leather.Many European brands such as VEJA have been working for years to develop a leather-free shoe.The brand launched its Campo sneaker in January 2019,the first 100%vegan shoe.Methodology:We l
33、ooked at the content of posts that had#fashion in them and measured the co-occurrences with each sustainable hashtag.The goal here is to bring out the sustainable intentions that are directly linked to fashion in the US and in Europe.Note:the hashtags in gold are similar in the US and in Europe,the
34、hashtags in black are exclusive to these continents.TOP HASHTAGSASSOCIATED WITH FASHION#handmade#vintage#handcrafted#slowfashion#sustainablefashion#secondhand#vegan#ethicalfashion#handmadejewelry#vintage#handmade#sustainablefashion#slowfashion#handmadejewelry#ethicalfashion#sustainable#handcrafted#r
35、ecycleSecond-handreused clothesEven though vintage remains one of the major topics worldwide,it is not exploding like the other movements directly linked to sustainability.The trade-off between vintage and this new way of addressing fashion has even made it a declining trend since the beginning of 2
36、019.While vintage has always been around,it is interesting to notice the recent rise of the second-hand trend.Second-hand appears to be a more activist trend since it is directly correlated with fighting fast fashion,while vintage appears to be more of a lifestyle.Second-hand generates a virtuous cy
37、cle,a real,new way of consuming better by buying used clothes to reuse them.Still,vintage remains very strong(6 times more present in posts than second-hand)and remains part of the sustainability movement as it can be a good reason to go second-hand.VINTAGE VS SECOND-HANDEVOLUTION SINCE THE BEGINNIN
38、G OF 2019Vintageold clothing-8%+15%The#vintage has decreased by 8%while the#secondhand has increasedby 15%in Europe and in the US on Instagram since January 2019Volumeof postsVintageSecond-handtessmaretzmyosotisgardenktzzara One of the most important hashtags of this study is#sustainablefashion.It i
39、s not surprising,therefore,that we wanted to look at how it has evolved over time.This hashtag started booming in 2018.In the US,the breakthrough happened in March 2018,most likely echoing the release of the Sustainable Fashion Report published by the United Nations.Within six months,between January
40、 and June,the hashtags popularity grew by 60%.Europe has closely followed this strong trend,reinforcing the belief that sustainable fashion will keep on transforming our way of creating and consuming.The hashtag has grown by x6 in the US versus x4 in Europe since 2015.USAEUROPE#sustainablefashionx5
41、within 3 yearsSUSTAINABLE FASHIONA BOOMING TOPIC WORLDWIDEShare of Posts IndexThe evolution of the hashtag#sustainablefashion over time on InstagramINFLUENCERSCARE ABOUT.Most used hashtags among influencers(US and Europe)#vintage#vegan#organic#handmade#sustainable#climatechange#reuse#sustainability#
42、secondhandheuritechInfluencers from the US and Europe are increasingly showing their commitment towards a more sustainable vision of fashion.Their engagement reflects consumer concerns,with an emphasis on vintage:The hashtag#vintage is 4 times more talked about than the other hashtags.Moreover,the p
43、resence of the#climatechange shows that the influencers are increasingly willing to be seen as activists and to build environmental awareness among their community of followers.Who made my clothes?That is the question the Fashion Revolution movement is encouraging every consumer to ask when buying a
44、 new item and every brand to be mindful of throughout the process when creating their products.The movement started after the Rana Plaza collapse on April 24th,2013,which became the Fashion Revolution day.It was founded by Carry Somers and Orsola de Castro,two fashion designers in the UK.It has evol
45、ved into a global movement present in 100 countries,claiming greater transparency in the supply chain,most notably with the campaign#whomademyclothes,encouraging brands to post pictures of their garment workers.As can be observed from the evolution of the related hashtags on Instagram,the Fashion Re
46、volution is no longer solely relevant in April but is increasingly becoming a day-to-day topic,clearly showing the awareness of this issue.THE FASHION REVOLUTIONNOW HAPPENS ALL YEAR LONGThe evolution of the hashtag#fashionrevolution on InstagramShare of Posts Indexb.d.graftbethhoeckelLynda Smallamou
47、rvertmarahoffmanshopdoenarmedangelsmarahoffmaneverlaneamourvertorangefiberbrandENGAGED BRANDSEmerging direct-to-consumer brands such as Everlane,Veja,Reformation and Vinted,are making their way into the top brands most associated with sustainable fashion.These brands have sustainability at the core
48、of their DNA and engagement.When looking at vintage,Ralph Lauren occupies a big spot,with twice as much buzz than Levis,which has its own vintage line in its famous 501s.One can argue that the brands featured in the vintage ranking are making their way up because of resellers creating buzz on Instag
49、ram in order to sell“vintage”products from these brands.In the environment ranking,Patagonia and The North Face are of course represented,while Zara and H&M are making their way in with their eco-conscious initiatives over the last few years.Finally,two interesting facts to note:Levis is the number
50、1 brand associated with the#recycle and Reformation with the#fashionrevolution.Ralph LaurenLevisAdidasZaraChanelNikeGucciBurberryEverlaneVejaLevisReformationVintedAsosZaraStella Mc CartneyNikeZaraAdidasPatagoniaThe North FaceH&MChanelRay BanSustainable fashionVintageBrands mentioned with hashtags re
51、lated to each sustainable themeEnvironmentBRANDS MOST ASSOCIATEDWITH SUSTAINABLE FASHIONTo be continued.This is the first part of our Sustainability Report covering hashtags on Instagram to better understand consumer behaviors.For the second part of the report,Heuritech will analyze image content on
52、 Instagram using our image recognition technology.Stay tuned!Suscribe to our newsletterRead all our exclusive analysis onhttps:/ Deborah Hadida-Marion Tessier-Clia Poncelin Design Romain UccianiHeuritech is a cutting-edge technology company that provides fashion brands with the vision they need to s
53、tay ahead of todays dynamic market and trends.Using advanced artificial intelligence(AI)to translate real-world images shared on social media into meaningful insights,Heuritech empowers brands to forecast demand and trends more accurately,produce more sustainably,and achieve unprecedented competitive advantage.