18/04/2019
According to the State of Fashion 2019 report by McKinsey & Co, the vast majority of younger customers believe business has a responsibility to address environmental and social issues. But why don't they shop that way? Business of Fashion analysis by consultant posits:
"The fashion industry is not providing millennials with sufficient sustainable fashion choices that also meet their most important criteria for making a purchase: ease of purchase, price and value. For 95 percent of millennials, these are the key drivers for making purchases, finds LIM College."
Enter Michelle Pfeiffer, who last week dropped a "clean" fragrance line that is defying the industry status quo by being fully transparent with her ingredients, a little known standard previously. After 2 family members got cancer in the 90s, she wanted people to have choices and visibility as to the chemicals they put on their bodies. Major fine brands have been laggards to remove ingredients of concern, says Mike Schade, Director from Safer Families, Healthy Families.
