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Innovation

The Iconic launches sustainable fashion vertical

The Iconic has just launched a new initiative, Considered, making it easier for customers to shop according to their personal values.

The Iconic’s Considered allows customers to easily find products on the site based on five different values: sustainable materials, eco-production, fair production, animal-friendly and community engagement.

“We developed Considered because we felt there was a need to provide our customers with clearer information at the point of sale and a gap in enabling customers to shop consciously with ease,” said Jaana Quaintance-James, head of sustainability and ethical sourcing at The Iconic.

“Sustainability means different things to different people, and for many, understanding this space and its complexities can be overwhelming. By simplifying sustainability credentials into five easy-to-understand categories, our customers now have the ability to shop by what’s important to them.”

The launch of Considered comes on the back of a new report from luxury secondhand online marketplace, Vestiaire Collective, which revealed that 77 per cent of shoppers around the world believe sustainability is important but 33 per cent think the fashion industry should be more resource efficient and 41 per cent believe brands should offer more sustainable options.

According to a statement from The Iconic, products from the Considered range are “made using at least one material or process that is better for humans, animals or the environment than conventional alternatives, or is from a brand that is making contributions to the community around us”.

Considered has launched with more than 6400 products (6.5 per cent of The Iconic’s entire range) with new items being added every day. The Iconic is planning to increase the percentage to 8 per cent by July and 10 per cent by early next year.

The new platform includes products across womenswear, menswear, kidswear, sport, footwear and accessories from brands including Kitx, Outland Denim, RM Williams, Manning Cartel, Patagonia and more.

“Everyone and every business is responsible for recognising their social and environmental responsibility, but we at THE ICONIC don’t want to do what is just acceptable, we want to lead the way,” said Erica Berchtold, CEO at The Iconic.

“As a retailer, we have an important role in providing our customers with a wide and accessible assortment that empowers them to make conscious purchasing decisions.”

An education in sustainability

Indeed, educating customers and offering them more sustainable options is a key part of the process, says Vestiaire Collective founder, Fanny Moizant.

The marketplace’s report, which focuses on circular fashion in particular, also found that only 15 per cent of Australian shoppers are actually familiar with the term, which refers to the continuous cycle of products and materials being reused or repurposed.

Meanwhile, 35 per cent of Australians would be open to practicing a type of circular fashion if brands offered easily accessible solutions such as secondhand selling or renting. Both Patagonia and Kathmandu are examples of retailers already offer repairs free of charge to customers.

“In general, there is a lack of knowledge regarding trusted resale sites, and customers not knowing whether an item is 100 per cent genuine,” said Moizant.

“Moving forwards, Vestiaire Collective continues to educate consumers and showcase the long-term benefits of a more sustainable wardrobe.”

In response to the findings, Vestiaire is launching an online guide tomorrow, “Buy, Sell, Share, Care – The ultimate consumer guide to circular fashion” in an effort to educate its customers on how to detox their closet and buy and sell secondhand clothing.

The guide was created in collaboration with experts, including fashion designer Margherita Missoni, Dr Anna Brismar from Green Strategy and curated closet expert Anuschka Rees.

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