Problems and Trends to Address
Sustainability is a critical emerging trend across industries, including fashion, as consumers learn more about the negatives of fast fashion. Socially conscious consumers embrace the movement of “slow fashion,” centering around sustainable materials and transparent, ethical business practices.
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The push for sustainability necessitates a more coordinated and comprehensive solution to understand the supply chains and provide end-to-end transparency.
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Counterfeiting also remains an issue, and the internet exacerbates the problem. Counterfeit garments and accessories used to be sold in secret, but counterfeits are now sold using social media platforms and websites.
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Counterfeiters directly compete with designers by using real names, images, and details.
Consumers typically lack the awareness of ways to identify a genuine product. Therefore, brands must educate consumers and help consumers identify them.
Tracing-enabling technology is a crucial technology for brands to implement to help track the journeys of merchandise and help solve these issues.