#7 Sustainability x Augmented Reality

In order to wrap up the topic, I would like to engage a collaboration of sustainability and augmented reality by showing how AR could improve sustainability in e-commerce. Additionally to the 6 criteria of sustainable fashion, AR could push sustainable practices even further.
AR could support responsible fashion brands to:
• Help/nudge customers to practice responsible consumption by ordering what they actually like/ what them actually fits
• Reduce waste and emissions caused by returns (transport, labels, packaging, …)
• Display brand transparency
• Level up customer satisfaction to get more customers and a bigger budget for producing clothes ecologically and fair

Augmented Reality is a powerfully engaging medium that can support and promote sustainable practices. It can educate consumers, improve brand transparency and loyalty, and spread the messages most important to a company’s sustainable endeavours. 

#6 What makes a fashion brand sustainable?

Let’s face it, the fashion industry is one of the dirtiest we have on this planet. It wastes water, it pollutes the air and oceans and is responsible for 2,1 billion tons of CO2 per year.

Luckily, producing clothes more responsibly isn’t just a trend anymore but became a strong movement over the last few years. Due to growing awareness, the demand for fair and ecological garments as well as the market expanded to a great amount. A term that often occurs in that context is SLOW FASHION.

But what exactly does slow fashion mean?

“Made from high quality, sustainable materials. Often in smaller (local) stores rather than huge chain enterprises. Locally sourced, produced and sold garments. Few, specific styles per collection, which are released twice or maximum three times per year.”
The following graphic compares slow fashion with fast fashion.

Besides from the slow fashion aspects, there are 6 criteria that sum up what makes a fashion brand sustainable.

  1. 1. Natural and biodegradable fabrics
  2. 2. Plasticfree / recycled packaging
  3. 3. Natural dyeing methods
  4. 4. Green energy and low resource consumption
  5. 5. Fair production
  6. 6. Carbon neutrality