How far you can go with the wide-leg trouser?

The huge variety of brand partnerships from luxury brands and nostalgic licenses, to fast food chains, has made collabs an integral part of the fashion ecosystem. How do you know which collab or which licenses to offer to consumers? Which one is most likely to sell? Using @Sustalytics we uncover some of the best-selling licenses that consumers are more likely to buy. Follow us in the coming week to discover insights on best-selling fashion styles.

Business of Fashion’s article on sustainability explains how some fashion brands are going above and beyond to reduce carbon emissions. They've narrowed the problem down to product production. But what is the most efficient way to reduce CO2 emissions during production? The answer is simple: Reduce production = reduce carbon emissions. Brands are using more recycled polyester, deforestation-free viscose, and certified cotton– but according to BoF, it’s still not enough to impact the carbon footprint fashion brands have created. By understanding the rise and fall of trends, brands will decrease CO2 emissions in a major way. Sustalytics assists brands with its marketing software. It creates surveys to truly understand what consumers want. That way, brands can reduce overproduction and profit more because Sustalytics will tell brands exactly what will sell. It's a win-win. If BoF says changing material isn't enough, then Sustaylics is helping brands get one step ahead of the game.

If priced equally, consumers are 16% more likely to purchase a garment if the label states ‘Recycled.’ If 5 euros more, they are only 5% more likely to purchase a garment if the label states ‘Recycled.’ The concept of ‘recycled,’ however, is not as valued by consumers as the concept of ‘organic.’ Consumers are x2 more willing to pay extra for Organic Cotton than Recycled (10% vs 5%). It is believed that consumers don’t understand the amount of water required to grow cotton nor the impact organic cotton vs recycled materials has. A deeper study could be conducted to discern whether ‘organic cotton’ has an environmentally friendly connotation to consumers or is valued because it is better for their own health/ skin. Consumers are sensitive to the fact that the materials are Recycled.