Will Sustainable Fashion Crack China?s Luxury Market in 2018"
Fashion is the second worst polluting industry in the world after oil. Brands know they need to do better, but will consumers care" Photo courtesy: tortoise & lady grey
Sustainable fashion became something of a mantra in the luxury fashion world this year. With Gucci announcing its fur-free plan for 2018, fashion brands in Mainland China and Hong Kong are also setting up their own sustainable fashion initiatives, but do Chinese consumers care"
Reclothing Bank (?????)
Zhang Na (??), an advocate for sustainable fashion in China, is the founder of Reclothing Bank. She began her fashion career after moving to Shanghai in 2004 and founded her first fashion brand, Fake Natoo, in 2008. Two years later, she created another new brand called ?Reclothing Bank,? embarking on a journey into the sustainable fashion world. Similar to the Los Angeles-based fashion brand Reformation, Reclothing Bank is a lifestyle brand that considers sustainability across the supply chain. What makes it different, however, is that Reclothing outfits are made from second-hand clothes.
?Our sales figures were poor at first because Chinese people generally don?t want used clothes,? Zhang said in an interview with Business of Fashion (Chinese version). Therefore, she had to reconsider the marketing strategy, redesign the used clothes, and describe them instead as ?sustainable fashion (????????),? she said.
During Shanghai Fashion Week in October, Reclothing Bank debuted its 2017 collection, G...
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