The other day, I had an insightful conversation with professors about the shifting dynamics of sustainability in the fashion industry. We discussed how the original pioneers, who once led the movement, are now facing intensified competition from both new entrepreneurs and traditional industry players who have adapted quickly to the demand for sustainable practices. With sustainability no longer being a niche offering, the market has become far more competitive.
Established brands are now entering the space, leveraging their resources and established channels, making it essential for the original leaders to innovate rapidly to maintain their edge. The fast-paced evolution of the industry has created a landscape where businesses must not only be sustainable but also competitively priced, innovative in design, and uncompromising in quality.
Increased competition in the fashion sector
Rising Competition in Sustainable Fashion
As the fashion industry embraces sustainability, early adopters are facing increased competition from new startups and well-established companies. What was once a niche market has now become mainstream, with major brands offering certified sustainable products.
Gone are the days when brands could sell sustainability while compromising on design, price, or quality. Now, nearly every major brand offers products made from certified materials like recycled polyester and organic cotton. Even fast fashion brands provide certified products in large volumes, with many launching take-back programs and investing in sustainable startups and processes. The industry incumbents are actively pushing sustainable products and services, with marketing agencies also entering the sustainability conversation, offering services with an ESG angle. Sustainability transformation is now an industry-wide shift focused on zero carbon, circularity, and stakeholder relations.
Eco-friendly and sustainability focused.
Mainstreaming Sustainability
Sustainability is no longer a trend but an expectation. With fast fashion brands integrating recycled materials and sustainable practices, it’s no longer enough to just be sustainable. Brands must offer competitive pricing and innovative designs without compromising on quality.
As someone who has been in this field for a while, I’ve seen sustainable fashion go mainstream. Back in 2017, only a handful of people in Shanghai were interested in this topic, and many sustainable projects were short-lived PR campaigns. Now, brands demand competitive prices, mature products, traceability, and certifications. More startups are offering innovations like vegan leather, low-impact dyeing, and recycled materials. Startups in this space need to be commercial-ready and competitive, as there are many substitutes in the market.
Traditional materials being replaced with low-impacting and affordable options
Growing Role of Startups and Incumbents
Startups have traditionally driven sustainability in fashion, offering innovative solutions like vegan leather and low-impact dyeing. However, large companies are now entering the space with significant resources, making it harder for smaller players to stand out. To compete, early adopters must keep evolving their offerings.
Incumbents are entering the sustainability market with force, backed by deep pockets and established channels. For startups, maintaining a strong purpose and vision is key to standing out, but they must also offer competitive products in design, price, and quality.
With policies like digital passports, extended producer responsibility, and carbon requirements becoming reality, it’s essential to stay updated and ensure that your offerings align with these new regulations.
Reduce, reuse, recycle: a timeless value when it comes to production
Evolving Demand in Textile Recycling
There is a growing demand for textile recycling solutions, from shoe recycling to textile-to-textile processes. To stay relevant, brands must diversify their sustainability offerings and keep up with the shifting demands of the market.
In textile recycling, we see a growing demand for solutions like shoe recycling, and we've invested in machinery to meet this need. The market for pre-loved items is expanding, requiring more sorting of trending styles. We’re also seeing increased interest in textile-to-textile recycling with post-consumer textile waste. The demand for sustainability solutions is growing, and so is the need for diverse offerings. However, as competition intensifies, entrepreneurs must continually evaluate and improve their business models, services, and products to stay ahead.
Conclusion
In summary, to stay ahead in the rapidly evolving fashion landscape, the key elements to consider are constant innovation, clear vision, and adaptability. At CKG, we are committed to revolutionizing manufacturing processes while maintaining momentum in this dynamic industry. Ready to take your brand to the next level? Let’s work together to build a future where sustainability and ingenuity drive success. Reach out today!