How on Earth #7??? March: Sustainability isn't the first pitch, fast fashion ads ban proposal, DPP and authenticity
March 2024?| If sustainability isn't the first pitch, how to pitch it in your company? France proposes a law that would ban ads for Fast Fashion; sustainability teams are at the brink of burnout: alleviating admin burden and understanding what happened with Renewcell.?More on this below.
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Sustainability isn't the pitch but it seems to be the norm; earlier this year Bloomberg reported on the Las Vegas conference, where suddenly all consumer tech is built on green energy and electrification as a basis.
Why does this matter? "Companies [there] are focused on marketing their products as making life easier, more comfortable or just more fun."Sustainability isn't the pitch; it's the basis.?Read more here.
What's the business case for sustainability in fashion? The BCG report published earlier in October 2023 in collaboration with TextileExchange and Quantis is one example of reports and studies looking to give answers.?
Despite the virality of the bonus-malus proposition from the Republican Antoine Vermorel-Marques, who also explained on TikTok the idea of adding a penalty of €5 on each fast fashion item, this proposition was not yet submitted to the National Assembly in February.
However, another proposition was submitted by the “Horizons” group requesting:
If the text is adopted, the measures cited should come into force on January 1, 2025. France has also acknowledged the risk of admin burden, especially for SMEs, and is taking actions to facilitate the adoption of regulation - for example with the RSE Portal, where companies can find out what regulations they are subject to in a few clicks.?
From the news of Renewcell shutting down to sustainability professionals sounding alarm bells, "the real question is not what they are doing wrong: it's why the industry is allowing it to happen".?
Many pieces are being written reflecting on the latest signals (what?Vogue and Forbes write?on the topic).?
"German online fashion retailer,?Zalando, will remove misleading sustainability claims from its website following discussions with the European Commission and national consumer authorities.
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The move follows a two-year long probe which saw officials from Germany, Denmark, Norway and Sweden investigate Zalando’s compliance with consumer protection laws."
“Such claims can mislead consumers about the environmental characteristics of the products,” said a statement from the?European Commission.
The case for authenticity is one of the many others that we explore here that can strengthen the role of DPPs, outside compliance, and information sharing on a need-to-know basis.?
For example, earlier in February Chanel won the trial against the US reseller WGACA, who was brought to court for an?alleged pattern of offering up counterfeit or otherwise infringing Chanel goods.
UPDATES & REGULATIONS
The first months of 2024 have been active in the scene of legislative work with both advancements and postponements:?
At Renoon, we understand all the challenges in keeping up to date with regulations and understanding which solutions to implement.?
HAPPENING NEXT
March 5th 2024 - State of Play and Future Possibilities for DPP - CIRPASS Online Full-day Event - LINK
April 2024 - Cose361 Conference in Paris (coming soon)
Until next time.
At Renoon, we understand the intricacies of changes in regulations, the market and the unique challenges and opportunities they present. We're here to guide and assist your business in its transition to sustainable practices.
Get in touch with us to learn more about how we can support your sustainability journey ??
Renoon's team