WGSN, the global trend authority, serving the fashion and creative industries, has today launched their Vision 2030 report, which addresses the biggest challenges facing the fashion industry and presents the technological solutions to solve them. An industry that is struggling to keep up with the demands of fast-fashion and as a consequence is creating a sustainability crisis for itself, could be rescued by technology according to this report. The report explores concepts including a closed loop economy, methods such as 3-D printing and materials like Pinatex and Virus base layer garments, among others, as game-changing means to rescue the fashion supply chain as we know it.

While many businesses such as H&M, Zara and the Kering Group brands have taken a lead in sustainability, the rest of the industry needs to catch up quickly, says Lauretta Roberts, Head of Brand at WGSN. “Sustainability is fast becoming a commercial imperative in fashion, with increasingly rare natural resources driving the price of materials such as cotton and polyester. In addition, consumers are demanding sustainable supply chains, and turning away from brands that can’t deliver.”

More than half (55%) of online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact. Interestingly, the propensity to buy from socially responsible brands is strongest in what has become fashion’s manufacturing hot-bed of Asia-Pacific (64%), closely followed by Latin America (63%) with the West lagging behind. In China, one billion will be classified as middle class by 2030, while in India 50 million will fall into this bracket. Their wants and needs, and indeed those of the post-Millennial Gen Z-ers (today’s teens whose altruism has also led to them being dubbed “Generation Nice”) are expected to be key market drivers.

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