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As fashion’s superpower brands recalibrate their retail footprints and prioritise environmental and social advancement, 2022 may be the year of legislation, forcing the industry to take responsibilities for its actions. With governments monitoring how fashion businesses operate, unsustainable practices will come with legal and financial consequences.
New European rules will come into effect sometime in 2022, offering consumers protection for making online purchases. These rules take into account that when shopping online, consumers increasingly make purchases outside of their own countries, and that more and more products and services have digital elements. The ‘legal guarantee’ will thus also apply to products with a digital element, such as services and content.
New global laws are reflecting a consumer shift in conscious consumption, and a growing awareness of the impact of producing garments on the environment is shaping how business operate, communicate and retail their products.
In McKinsey’s 2022 State of Fashion report it notes consumers want to know where materials come from, how products are made, and whether the people involved are treated fairly. In response, more and more companies are expanding their sustainable assortments and working to boost the sustainability of their supply chains.
“The bottom line going into 2022 is that the fashion industry faces a complex mix of challenges and opportunities, in which there is little room for missteps. Decision makers have their work cut out to manage the demands of digital, sustainability, and the supply chain.”
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