Patagonia, Levi’s, and The North Face report scores of 8.50, 8.20, and 8.05, respectively, improving their performance in 2020. Several implementations have spurred growth, such as Patagonia’s equipment rental program with its Awayco equipment rental platform and increased use of recycled fabrics.
Kearney has released its latest Circular Fashion Index (CFX), a ranking that measures fashion brands’ efforts in extending the lifecycle of their clothing.
According to research by management consulting firm Kearney, Patagonia, The North Face and Levi’s are the most committed brands in terms of fashion circulation, says research by management consulting firm Kearney shows just 7% Brands regularly use recycled materials, with 54% of companies using them only for select items or product features, while 39% do not use recycled materials at all.
In the global top 10 ranking, Esprit is 4th, followed by OVS, Gucci, Gant, Coach, Lululemon Athletica and Lindex.
OVS and Gucci have improved their scores, jumping from 17th and 15th place in 2020 to fifth and sixth this year respectively.
OVS enhances its commitment to recycled fabrics, starting with 65% market share of its 2020 collection made with reduced-impact materials and working towards a target of 90% recycled fabric by 2025. Care instruction, repair services available in some stores and donations of pre-owned clothing to charity are among other initiatives that have boosted the Italian brand’s score.
Even if marketing and promotion efforts are among the fastest to implement, 44% of brands don’t do it at all and 40% of companies give the maximum amount of care instructions. minimum as required by law.
For actions that require a higher commitment, only 5% – mainly high-end brands – offer extensive repairs and only 2% of brands offer rental or rental services.
Gucci, which has increased its efforts with the Gucci Equil Balance and Off the Grid projects as well as increased communication about product longevity and circulation, led the top 10 list for the luxury category, ahead of Coach and Burberry. Other luxury companies on the list are Louis Vuitton, Saint Laurent, Alexander McQueen, Balenciaga, Dior, Prada and Hermes.
Gant tops the premium and affordable charts, followed by Cos and Sandro. Ko People and Tommy Hilfiger ranked 4th and 5th respectively, while the top 10 for this segment also included Free People, Hollister, Abercrombie & Fitch, Ralph Lauren and Timberland.
Mass-market ratings include Levi’s, Esprit and OVS, while Crocs and Uniqlo come in at fifth and seventh, respectively.
In the fast fashion sector, Jules / Brice, Tape à l’oeil and H&M came up with the top three scores. Zara and Bershka ranked seventh and eighth, respectively.
For the sports and outdoor segments, Lululemon Athletica ranked third, behind Patagonia and The North Face. Other companies in this ranking are Columbia, Decathlon, New Balance, Adidas, Nike, Mizuno and Merrell.
For lingerie and lingerie brands, Etam, Wolford and Intimissimi reported the top three scores. Calzedonia, Yamamay and Victoria’s Secret also made the list for this category, ranking fifth, seventh and eighth respectively.
Overall, luxury and high-end brands reported the highest scores due to extensive care instructions and repair services made to satisfy more demanding consumers, while fashion brands Fastwear and lingerie have the lowest scores due to the nature of their business models and because second-hand or second-hand clothing is harder to recommend in these segments.
Nearly 75% of the total brands come from France, Italy, Germany and the United States.
Fiber2 Fashion News Desk (DS)
