Sustainable fashion isn’t a new concept. Everyone, from brands to governments to consumers, has talked about it in recent years and tried to implement measures to address the negative impact of the fashion industry on the planet and society. In the last year, there have been severer discussions and legal implementations that the government has done, mainly in Europe, to combat this problem officially. 

So, what can you do as an e-commerce fashion brand to be part of the solution? In our last blog about sustainable fashion, we talked about actions you can implement and elements to consider a sustainable fashion brand. You can check it out for further information.   

This time, we focus on one of the essential parts of fashion brands, Sourcing, and how it can be ethical.

 Let’s start with the basics. What is ethical sourcing?  

Ethical sourcing takes into account social (decent working conditions), ethical (good business ethics), and environmental factors (creates less waste) for the selection of suppliers. The finality of ethical sourcing is to minimize the negative impact of sourcing raw materials and manufacturing.   

As a fashion brand, it is essential to be responsible for all your business’s actions. It is your job to ensure that in the place where your products are made, there are no unfair labor conditions, child labor, or massive disruptions to ecosystems.   

 Why is it important for fashion brands?  

Implementing ethical and sustainable measures for your brand may seem difficult in the short term. However, it will have positive economic, environmental and social results mid-long. Taking care of the resources we have now will help to have enough to sustain current and new generations. This also applies to fair labor conditions. By allowing people to improve their lives, businesses will get a better qualified and educated workforce that can sustain enterprises too. 

In summary, here are reasons why Ethical Sourcing is essential:  

• A business reason, brand reputation, improves for businesses that implement and stick to high standards.  
• Ethical sourcing helps build a more sustainable supply chain, reducing carbon emissions and waste.   
• Ensuring employees receive fair treatment and a living wage is a human right and is the right thing to do.  
• Good working conditions lead to higher productivity and better products made in safe, clean environments. 

End-Customer Expectations

European consumers have been the most aware and interested in changing their spending habits and focusing on the brands they buy from. Consumers in this region are demanding brands actively implement sustainable practices in their business, mainly in their supply chain.   

In the last few years, there have been exposures of brands that work with suppliers that exploit their employees, with unfair and unsafe working conditions, child labor, and others that violate human rights. Society has also paid more attention to the negative impact of the fashion industry and overconsumption on the environment.  These have been why consumers and the government are asking brands to change how they do business, and consumers are changing their shopping habits.   

Top consumer’s expectations and views on sustainable fashion:  

• According to YouGov, 42% of Europeans consider buying ethical and sustainable apparel essential.  
• A survey from Mintel showed that 59% of Germans agree that their consumer behavior can make a difference to the environment.  
• Consumers in Europe are seeking more durable and timeless products.   
• Shoppers will seek value in purpose, supporting transparent brands that make a difference as they profit to ensure their everyday consumption choices align with building a better future.    
• Recent events, mainly after the pandemic, the war in Ukraine, and the violations of labor rights in some third-world countries, have made consumers see how interconnected the world is, and more people are aware and concerned about the future, the environment, and the communities affected by their everyday choices and habits of consumption.   
• As the market becomes saturated with sustainable claims, consumers are more aware and test brands for transparency to support those genuinely making an effort to be better for the planet. 

Here is a profile of Germans who care about Slow Fashion by YouGov. This survey was conducted in 2021. 

It is a fact that consumers want to actively support the planet and society, and one way to do this is to support companies that operate in a socially and environmentally responsible manner. Another factor that comes into play is that they want products that last longer and help reduce waste. For this reason, price alone is no longer the most crucial factor for many shoppers. It is time for brands to pay attention and find ways to meet this demand while remaining competitive.   

What is the EU government doing to regulate and motivate sustainable fashion?  

For quite a few years, some fashion brands, non-governmental organizations, consumers and governments have been looking into how to improve environmental and working conditions and properly track and measure performance and results.   

Since last year, the European Union and local governments in France, Germany, Norway and The Netherlands have introduced stricter policies to change how fashion brands source and manufacture their products, become more transparent to consumers and end greenwashing marketing.  

Here are some actions the EU government is implementing as part of the action plan to be executed between 2023-2027.  

• EU Commission: has introduced policies to crack down on environmental claims that mislead consumers. Before brands can advertise their credentials, they must dig deep into their operations and supply chains to gather the data they can accurately promote.   
• Germany: The government has stricter requirements to make brands more accountable for bad behavior in their supply chains.   
• France: From 1 January 2023, this country made it mandatory for fashion biggest companies to provide shoppers with detailed information on environmental characteristics, such as the proportion of recycled material in a product, where garments are sewn, and materials woven.  
• Norway and the Netherlands have ruled out significant misleading marketing advertising about sustainable claims.   

These policies will take time for fashion brands of all sizes to adjust, implement and comply. However, this is the correct movement towards a sustainable industry.  

How can your brand be part of the solution?  

For small-medium sized (SME) brands, it can be harder to fully comply with fashion sustainability, mainly due to having lower economic, infrastructure and staff resources than more prominent corporations. However, it is not impossible to implement ethical sourcing in their business.  

Here are some aspects to consider when choosing a supplier:   

• Be able to track a garment’s production from beginning to end. For example, this new technology platform called FibreTrace offers real-time verification of products as they move through the global supply chain. 
• Evaluate raw material sources. 
• Make sure wages are fair and the well-being of employees.  
• Evaluate commercial practices  
• Environmental justice  
• Governance or brand ethos  

As part of your strategy to become more sustainable, it is also essential to consider what measures your business partners take to contribute to sustainability. Especially as an e-commerce brand, you would look at how your products are delivered and whether it contributes to the solution.   

Selling in the EU through marketplaces that align with your values and social responsibility commitment is essential, because the fashion industry is moving towards a new era and with-it consumers’ demand. This means that brands that sell their products in marketplaces that support and act towards sustainability will be able to move along with what government and society asks from brands and remain competitive.   

Within the EU, Germany is the largest market. It houses the most influential fashion and lifestyle marketplaces that do everything in their power to contribute to a solution to a more sustainable fashion industry. These are Otto, AboutYou, and Zalando. In our blog “Sustainable Fashion in Europe,” you can find further information about their full measures. These measures help your brand be part of the solution and succeed in the EU market.   

BorderGuru Channels, as part of the Otto Group, can help your fashion brand become part of these marketplaces. Partnering with us gives you exclusive access and the tools needed to successfully aggregate and accelerate your brand into Germany and the rest of the European market.

Contact us to partner up now!  

In a world where people can access products from various countries, companies must strategize to be more competitive and continue to grow. A way to stay ahead of the competition is to know and show what differentiates your products from others and what value they offer consumers. For this reason, you should communicate your Unique Selling Proposition (USP) across your sales channels, including social media.  

If you are looking for tips to create or improve the USP of your company and promote it better, then you are in the right place. Here we show you what a unique selling proposition is, how you can find or improve yours, and how our solution can value your brand.   

What is a Unique Selling Proposition?  

According to the Entrepreneur.com Encyclopedia, Unique Selling Proposition is the reason or reasons presented by a seller that argues that a product or service is different and better than the competition.  

In simple words, USP differentiates a brand in terms of how the product covers what customers care about that competitors are not. Let’s say, for example, you sell lingerie and women care about comfort when they wear a bra. Your USP could be selling comfort instead of just “lingerie.”   

Remember that you do not need a unique product to have a strong USP. Instead, find what consumers are interested in and analyze what competitors are doing to see the white spot where you can plant your products and develop them to position yourself differently. In the end, all areas of your business must work around your USP, and all your marketing and communication strategies must be consistent.    

What is not a Unique Selling Proposition? Marketing offers such as discounts, free shipping, 24 / 7 customer service, and an excellent return policy are not USPs. Because they are not unique on their own and quickly copied by competitors. Especially now in the connected world, we live in, consumers expect these features, which so many companies now offer.  

So then… How can you find your Unique Selling Proposition?  

Now that you have seen the definition of USP, here are some tips on creating, uncovering, or refining your Unique Selling Proposition.   

• Start by listing all potential differentiators of your product and what you sell. Get particular breakout products, your values, what you think your product solves or covers the needs and wishes of consumers, and how it does it.   
• Research the USP of your competitor and look for gaps where you can potentially introduce your products differently.   

• Compare your unique features with your target market needs. Perhaps you can find the needs of customers or pain points not covered by competitors, which you might be able to position.   
• Once you have all the data, highlight your most vital USP and think about how it can be applied across your business. From your brand name to your shipping and return policy, to advertising to reinforce the idea to your audience. 

With the vague idea of your USP, it’s time to get it down on paper as a position statement:  

[YOUR BRAND] offers [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION].   Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR].  

Although this will not be precisely what you will advertise on your website, it should help you better clarify your USP, your audience and any specific differentiators. Once you have a clear USP, it can be used on your website, slogans, ads and social media.   

For example, Dove positioned its product not as a soap but as a moisturizing beauty bar. As its beauty product portfolio has grown, it has positioned itself as “The home of real beauty,” as the brand is committed to “helping all women realize their beauty potential by creating products that deliver real care.” 

Remember that your USP is how you position your products in the eyes of consumers. Get it right to remain competitive within your industry.   

Are you ready to take your business to the next level? Are your products unique and with a strong USP? Then it is time to reach your current and potential European customers through the most popular and unique European marketplaces. Sell your amazing products in Otto, About You, Zalando, Bol and much more quickly with BorderGuru Channels. Our solution helps you aggregate and accelerate your business growth in the European market.   

Do not wait any longer and contact us now!

Live Shopping – The newest online shopping concept is here to stay, as more fashion businesses worldwide look for ways to implement it successfully. It first became popular in China, further expanding to Europe and the US during the pandemic.  

But what is Live shopping? How does it work? And where is it currently popular?  

What is Live shopping?  

Simply put, it is the modern way of TV shopping. Online live shopping is a new way to narrow the gap between online and brick-and-mortar shopping experiences. Since many consumers like to buy in physical stores because of the look and feel and immediacy of buying products, this new online shopping method offers a closer experience than in physical stores. 

During live broadcasts, brands talk about trends, current offers, products, and advice on how best to style them. Presenters and models try the clothes and give their opinion on the look and feel of the outfit. In addition, viewers can ask questions, receive real-time answers via live chat, and buy the products presented on the spot, using exclusive discounts available only during the live broadcast. 

Image source: The Baltic Times

Where did the trend start, and where has it become famous now?   

Live shopping became first popular in China in 2017 among young people. It rapidly became a trend, and since then, it has grown at rates of 280% per year until 2020, according to a report by McKinsey. Live shopping was worth over $300 billion in 2021, vs half the amount in 2020.  

Since the pandemic, this way of shopping has become popular in Europe due to consumers looking to get inspired to buy clothes and other fashion items. They have become more aware of live shopping events, mainly held on companies’ websites.  

One of the markets in Europe that have been more open to shopping at online live events is Germany. Consumers in this country are more triggered and likely to buy products online from live shopping vs other European countries, such as the UK, France, Italy, Netherlands and Sweden. This is all according to an online survey by iPaper and Epinion in 2021.  

Since Germans like to research products before making a purchase, it is essential to provide content that differentiates a brand from another, to gain their attention and trust in buying from one to the other. Nowadays, consumers browse the Internet for inspiration, and live shopping can be the game changer to offer the extra value and user experience that sometimes goes missing from online shops.   

Which Marketplace has successfully implemented inspirational Live shopping in Germany? 

Regarding Fashion, the number one platform in Germany and Europe that successfully implements inspirational online shopping and live shopping events is About You.   

This Marketplace aims to digitalize the classic shopping stroll by creating an inspiring, personalized and unique shopping experience on the smartphone. These have led them to make decisions from the layout of their website to content, to organizing offline and online events, such as fashion shows and live shopping, to working with more than 1000 well-known and inspiring influencers.   

They have an entire team of employees and influencers who work in live shopping streaming, which has brought positive results to them and the brands participating in it. 

How can About You benefit US brands that want to expand to Germany and the EU?  

With About You consumer base in Germany and the EU, and the marketing initiatives that implement it, it can provide US fashion brands with the opportunity to increase sales and awareness, positive reputation, customer acquisition, retention and loyalty.   

About You continuously improves its techniques and technologies to stay up to date with the latest trends in online sales and the fashion industry. In addition, the best possible online shopping experience differentiates it from other platforms.   

Consumers in Germany and other EU markets perceive About You as an interactive online shop that inspires them to be and express themselves. It is also a marketplace that stays connected with its audience through social media, live shopping and influencers. These give a sense of reliability that positively impacts fashion brands that sell their products on this platform. 

You can find more information regarding About You in our blog “ABOUT YOU- The Most Inspiring Online Fashion Shop in Europe.“ 

How can your brand be part of About You?  

BorderGuru is the answer. We are part of the Otto Group, which About You is also part of. We offer your fashion brand the opportunity to enter the German and European markets by aggregating and accelerating your fashion brand’s growth in this and other exclusive marketplaces.    

Our solution takes care of all the complexity associated with international expansion, so you can only focus on selecting the products that will sell on this platform and profit.   

Become part of About You and start your success story by contacting us!