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The fashion industry, often lauded for its artistry and emotional appeal, stands at an intriguing crossroads. While it captivates with creative visions and seasonal trends, a closer look at the Fast-Moving Consumer Goods (FMCG) sector reveals strategies that could revolutionize how fashion brands operate and connect with consumers. FMCG giants have mastered ‘hyper-personalized marketing, fast, efficient distribution, and storytelling that sticks’ capabilities that many design-centric industries, including fashion, are only beginning to fully explore.
The question is compelling: why do everyday essentials like soaps and snacks command prime shelf space with such calculated precision, while apparel brands often lean heavily on intuition and aesthetics? The answer lies, in part, in the FMCG sector's embrace of data-driven strategies and technological advancements. Fashion, while inherently about emotion, can benefit from integrating a scientific approach, leveraging data and technology to not just survive, but truly lead in an increasingly competitive landscape.
Weaving in hyper-personalization
FMCG brands thrive on understanding their consumers intimately. Through sophisticated data analytics, they decipher purchasing patterns, preferences, and even anticipate future needs. This allows hyper-personalized marketing campaigns that resonate deeply, delivering the right message to the right person at the right time. For example, Unilever's Dove has successfully employed personalized marketing campaigns that focus on body positivity and self-esteem, resonating deeply with their target audience. Their ‘Real Beauty’ campaign, while not strictly hyper-personalized in a one-to-one sense, utilized powerful storytelling and addressed consumer sentiments in a way that built strong brand loyalty and significantly impacted sales.
Fashion, traditionally reliant on broader demographic targeting, can learn immensely from this. Fashion brands can emulate Unilever’s example by leveraging data to understand their customers' values and aspirations, crafting narratives that go beyond mere aesthetics. Imagine a future where AI analyzes a customer's past purchases, browsing history, and even social media activity to suggest highly relevant clothing items, styling advice, or even personalized design modifications. As Imran Amed, CEO, The Business of Fashion, notes, "Data is the new oil, and those who can refine it into actionable insights will have a significant competitive advantage." For fashion, this means moving beyond surface-level trends and understanding the deeper motivations and desires of their consumers.
Reimagining distribution through technology
FMCG's mastery of fast and efficient distribution is a cornerstone of its success. Sophisticated supply chains, optimized logistics, and real-time inventory management ensure that products are readily available where and when consumers demand them. The fashion industry, often plagued by long lead times, complex global supply chains, and inventory challenges, can benefit from adopting similar principles through technology. Imagine leveraging AI-powered forecasting to predict demand more accurately, implementing blockchain for supply chain transparency, or utilizing drone technology for faster last-mile delivery.
In fact, Zara, a fast-fashion giant, has already demonstrated the power of a responsive supply chain. By closely monitoring trends and utilizing agile production and distribution systems, they can quickly bring new styles to market, reacting to consumer demand in near real-time. While not strictly FMCG, Zara’s model highlights the potential of speed and efficiency in the fashion sector.
As per McKinsey report, companies that invest in supply chain digitalization can see a 20 per cent reduction in procurement costs and a 10 per cent increase in revenue. For fashion brands grappling with overstock or stockouts, embracing technology-driven distribution solutions is no longer a luxury but a necessity.
Building deeper connections
FMCG brands excel at creating narratives around their products that resonate with consumers on an emotional level. Whether it's the comforting nostalgia associated with a particular snack or the aspirational lifestyle portrayed in a beverage advertisement, these stories build brand loyalty and drive purchasing decisions.
Fashion, inherently rich in storytelling potential, can increase its impact by adopting more data-informed approaches. Understanding consumer values and aspirations through data can inform the narratives brands create, making them more authentic and impactful. Technology can further enhance storytelling through immersive experiences like virtual reality fashion shows or interactive digital campaigns.
Data-led merchandising, mass customization, and retail velocity
The post highlights three areas where fashion can directly learn from FMCG.
First, is data-led merchandising instead of relying solely on gut feeling, fashion retailers can leverage data analytics to optimize product placement, predict best-selling items, and personalize in-store experiences. Imagine using AI to analyze foot traffic patterns and sales data to strategically position merchandise for maximum impact, similar to how FMCG brands optimize shelf layouts.
Second, is mass customization as technology enables fashion brands to move beyond standardized sizes and offer personalized products at scale. 3D printing, on-demand manufacturing, and interactive design tools can empower consumers to create garments that perfectly fit their bodies and preferences. This not only enhances customer satisfaction but also reduces waste associated with unsold inventory. In fact a Deloitte study found 48 per cent consumers are willing to wait longer for a personalized product. This indicates a growing demand for customization, a trend that fashion brands can capitalize on through technological advancements.
Third is understanding and optimizing retail velocity – the speed at which products sell – is crucial for profitability. By leveraging data to track sales in real-time, fashion brands can make informed decisions about restocking, markdowns, and inventory management, mirroring the efficiency of FMCG's supply chain optimization.
The fusion of emotion and science
Design is undeniably rooted in emotion, in the creation of beauty and the expression of identity. However, in a dynamic market, relying solely on intuition is no longer a sustainable strategy for widespread success. By embracing data analytics and technological innovation, the fashion industry can unlock unprecedented opportunities for personalization, efficiency, and deeper customer engagement.
The brands that can seamlessly blend the art of design with the precision of data and the power of technology are not just destined to survive; they are poised to lead the future of fashion, creating a more responsive, relevant, and ultimately, more resonant industry. The lessons from the FMCG sector offer a compelling roadmap for this transformation, urging fashion to look beyond the runway and embrace the power of data and technology to truly connect with the hearts and minds (and wallets) of consumers.
Crystal International Group Limited’s denim division, Crystal Denim, has unveiled CirClimate, a groundbreaking denim collection engineered for climate adaptability and full biodegradability. Developed in partnership with Advance Denim, the capsule uses Eastman Naia Acetate Renew and Tencel fibres merging environmental responsibility with high-performance functionality.
The CirClimate collection is entirely biodegradable and built on the ‘Design to Disappear’ philosophy. It incorporates 100 per cent cellulosic fibres, cotton threads, compostable packaging, and removable shank buttons, eliminating synthetic elements like polyester to reduce environmental impact. Unlike conventional performance denim, CirClimate offers all-season comfort without compromising on sustainability.
The key material, Naia Acetate Renew, is derived from sustainably sourced wood pulp and recycled content, offering a soft, breathable, and durable fabric. Unlike traditional performance denim, CirClimate is free from polyester, yet it delivers year-round comfort through temperature regulation and moisture-wicking capabilities.
“Our aim is to introduce more nature-based, eco-friendly collections to the industry,” said Janet Lui, Senior Manager - Product Development at Crystal Denim. “We are redefining denim to integrate climate-adaptive design and sustainability performance. CirClimate has passed rigorous moisture-wicking and temperature-regulating tests.”
Based in Hong Kong, Crystal International is reinforcing its commitment to circularity and resilient fashion solutions amid rising environmental challenges and shifting consumer values. The launch of CirClimate aligns with the Group’s Net Zero 2050 roadmap, underscoring its vision to lead the industry toward regenerative and climate-conscious fashion innovation.
Posting a strong performance driven by the robust demand for the brand’s updated apparel collection, Abercrombie & Fitch reported net sales of $1.10 billion in Q1, FY25.
The retailer's strategy of introducing trendy pieces, such as printed jeans and dresses, successfully attracted more shoppers, especially younger consumers. Hollister's vintage tees and denim lines performed well, with comparable sales increasing 23 per cent during the quarter—up from 13 percent in the same period last year.
Despite tariffs and global trade challenges that create demand fluctuations, these factors have prompted a revision to its profit forecast for annual sales, Abercrombie stated. The company now anticipates net sales to grow approximately 3 to 6 per cent for the year, an increase from its earlier forecast of 3 to 5 per cent growth. This updated outlook includes a 30 per cent duty on imports from China and a 10 per cent tariff on other global goods, with tariff-related expenses estimated at $50 million.
Abercrombie's focus on stylish, high-quality apparel and its ability to respond to changing market trends are accelerating consumer engagement. As it navigates the impact of tariffs and evolving demand patterns, the brand continues to strengthen its position in the competitive retail landscape.
A global leader in sustainable chemicals, Indorama Ventures is expanding its deja fiber and filament yarn portfolio to significantly boost sustainability efforts. This move aims to drive circularity and decarbonization within the global textile industry and prepare for the upcoming European Ecodesign for Sustainable Products Regulation (ESPR).
The expanded deja portfolio features three key offerings designed to tackle customers' primary sustainability challenges:
Indorama Ventures offers deja PET fibers and filament yarns made entirely from recycled textile waste that was previously discarded. These on-demand products include high-tenacity yarns and cords for technical uses like airbags and seat belts, as well as fibers and filament yarns for lifestyle applications such as apparel and home textiles.
To help customers lower their carbon footprint, deja Bio provides high-performing deja PET yarns produced in Europe and Asia with a significantly reduced carbon footprint. Thanks to Indorama Ventures' fully integrated, in-house PET supply chain, all these products comply with the ‘Together for Sustainability’ industry initiative's accounting methodology.
The bio-based deja portfolio offers high-tenacity yarns and tire cord fabrics that allow for a gradual introduction of bio-content into customer products. Customers can avoid or simplify qualification procedures and still get the same performance as fossil-based solutions. Plus, these products can be recycled through mechanical or enhanced processes.
deja Enhanced products are designed to transform hard-to-recycle packaging and textile waste into new fibers and yarns through enhanced recycling, developed in close collaboration with partners across the value chain. These solutions are readily available and perform similarly to fossil-based alternatives. In the future, these products will also be supplied with flexible proportions of reprocessed textile feedstock to meet customers' circularity goals.
Claire Mattelet, Head-Global Sustainability Program, Indorama Ventures-Fibers Business, states, with the expanded deja portfolio, Indorama Ventures empowers its customers to meet their circularity and decarbonization goals through innovative, high-performance PET fibers and yarns made from textile waste, bio-based inputs, and hard-to-recycle materials.
Taking a leading role and collaborating throughout the entire value chain to drive sustainable practices in the man-made fibers industry is central to Indorama Ventures’ commitment to shaping the future of textiles.The company has set a target of achieving 40 per cent recycled and bio-based feedstock for its current commodity feedstock by 2030.
Nigeria imports nearly 90 per cent of its ‘Ankara’ print fabrics from China and India, as per a new report titled, ‘Who is Dressing 220 + Million Nigerians?’ by Consonance Investment.
Ankara is frequently used as Aso-Ebi, a Yoruba term meaning ‘family cloth,’ during events like weddings, funerals, and birthdays to demonstrate solidarity.
However, despite being a cultural staple and Nigerians spending between ₦36,000 and over ₦20 million on fashion annually, the country continues to rely on imported Ankara fabrics resulting in an estimated $3 billion loss in local value each year.
Local fashion brands and textile manufacturers account for less than 15 per cent of the clothing supply, largely due to inadequate investment in domestic production and retail infrastructure, adding that the value chain remains foreign-dependent, the report further noted.
Nigerian consumers spend between $2.5 billion and $6 billion on clothes every year. However, the fashion industry only makes up $129 million (₦205 billion) of the country’s GDP, or 0.47 per cent of the total, says the report. Most of this value is lost to imports and informal retail activity.
Nigeria imports up to $6 billion in apparel and textiles each year, excluding an estimated $1.2 billion in smuggled goods, while exports remain under $100 million, the report claims. Despite strong domestic demand and cultural influence, the industry remains fragmented, underfunded, and full of untapped potential, it adds.
The report also notes that ‘approximately 25,000 individuals are directly employed in Aba’s garment and leather clusters, with many more engaged in supporting industries.’
According to the report, at least 10,000 Nigerian fashion vendors operate on Instagram, powering a massive informal e-commerce scene.
The report states, less than 15 per cent of Nigeria’s fashion market is served by structured capital from banks and government agencies, with the majority of fashion brands in the country being self-funded.
Union Agriculture Minister Shivraj Singh Chouhan has assured the Maharashtra Government full federal support in its endeavor to develop a cotton plucking machine He also directed the Agriculture Ministry's mechanization division to launch a similar initiative, underscoring the government's dedication to advancing farm mechanization.
Speaking during the launch of the Centre’s ‘One Nation-One Agriculture-One Team’ program, an effort to improve coordination among agricultural stakeholders, Chauhan emphasized the machine would help revolutionize cotton harvesting in India, where the process is still very labor-intensive.
Manikrao Kokate, Agriculture Minister, Maharashtra emphasized, labor shortages are a significant hurdle for the sector, reinforcing the urgent need for mechanization. Chouhan agreed, advocating for a broader push toward farm mechanization to boost productivity and ease the burden on farmers.
Beyond mechanization, the minister underscored the vital role of soil health in shaping sustainable cropping patterns. He urged farmers to adopt practices that boost soil fertility, including crop diversification, which can help maintain long-term land productivity.
Chouhan also recommended a balanced approach to natural farming, advising farmers to start small and gradually expand rather than attempting an immediate, full-scale transition. He noted that when done correctly, natural farming doesn't necessarily reduce input levels, but warned that some farmers' improper practices have led to less-than-ideal results.
The ‘One Nation-One Agriculture-One Team’ initiative aims to foster seamless collaboration among government bodies, agricultural scientists, input suppliers, and farmers to collectively tackle the sector's challenges and enhance overall productivity.
The Pakistan Readymade Garments Manufacturers and Exporters Association (PRGMEA) has opposed imposition of 18 per cent sales tax on exporters operating under the Export Facilitation Scheme (EFS). Such a regressive tax would cripple the garment export sector, stifle crucial cash flow, and undermine Pakistan's ability to expand its presence in the global apparel market, the association warned.
Dr Ayyazuddin, Regional Chairman, PRGMEA, stated, more than luxury, EFS is a necessity for export-led growth. Being entirely export-oriented and at the tail end of the textile value chain, the garment industry is already suffering from delayed refunds and multiple taxes, he added.
Exporters pay sales tax upfront and wait for months to receive refunds; they often face a three-month delay, which severely hampers their cash flow and operational capacity, Ayyazuddin explained.
He emphasized, imposing additional taxes would be disastrous, especially since the garment industry plays a critical role as Pakistan's largest source of employment and foreign exchange, particularly at a time when global trade shifts are creating new opportunities.
Any restrictions or levies on imported inputs, which are essential given that 79 per cent of the global textile market uses synthetic filament yarn, would prompt international buyers to redirect orders to Pakistan's competitors like Bangladesh, Vietnam, or Cambodia, he warned.
Meanwhile, the Pakistan Hosiery Manufacturers Association (PHMA) is urging the government to scrap the outdated peak and off-peak electricity tariff structure.
In a letter sent to top government officials, the PHMA highlighted that the peak-hour surcharge policy was introduced to curb consumption during severe power shortages. However, the energy landscape has significantly changed, with Pakistan now having surplus generation capacity and even exploring electricity exports.
Under these circumstances, the rationale for maintaining the peak and off-peak tariff differential has completely vanished, PHMA argued
Abdul Hameed, PHMA Zonal Chairman, noted, exporters in the hosiery and textile sector, who operate 24/7 to meet global deadlines, are struggling with competitiveness challenges due to high electricity charges during peak hours. Fluctuating tariffs force industries to alter production schedules, reducing efficiency and increasing overall costs, which weakens Pakistan's international standing.
Australia's demand for sustainable fashion is reaching new heights, driven by increasing consumer awareness and a rising wave of conscious shoppers seeking brands committed to ethical production and circular fashion practices. With the local slow fashion market currently valued at $1.98 billion and a projected growth rate of 7 per cent by 2028, industry experts believe this is just the beginning of a much larger movement. The Global Sourcing Expo will take place from 17-19 June at ICC Sydney.
A market poised for growth, but underestimated
Julie Holt, Global Exhibitions Director at Global Sourcing Expo, believes the actual size of the green fashion market is significantly underreported. “A large portion of sustainable fashion trade happens through small businesses, local makers, and the growing trend of thrifting and upcycling, which aren’t always captured in official figures,” Holt said. She added that sustainable fashion is no longer seen as a premium add-on but as a defining brand value. “Today, sustainability is a clear differentiator in the market it’s what consumers are actively looking for.”
Anaita Sarkar, Co-Founder and CEO of Hero Packaging and a speaker at the upcoming Global Sourcing Expo, cited new consumer data to reinforce this shift. “A recent PwC survey showed that Australians are willing to spend an average of 9.7 per cent more on products that are sustainably produced or sourced,” Sarkar said. “Even during periods of economic uncertainty, we’re seeing people gravitate towards brands that align with their values.” Holt cautioned, however, that sustainable fashion will only thrive if it becomes more attainable. “To move beyond current projections, sustainable choices must be affordable and accessible. Competing with fast fashion remains a major challenge for ethical brands,” she added.
Digital Product Passports set to shape the future
As the industry moves towards greater transparency, Holt points to Digital Product Passports (DPPs) as a critical accountability tool. “There’s increasing pressure on ethical brands to lead in transparency, education, and accessibility, and DPPs are a powerful way to support this,” she said. Although Australia has yet to announce an official launch date, she confirmed that Europe is targeting implementation by 2030. “Many Australian brands are already auditing their supply chains from the first thread to the final package in preparation.”
Holt explained that DPPs, typically accessed via a QR code, allow consumers to trace a garment’s origin, composition, and full lifecycle. “This technology is essential for supporting circular economy goals. It ensures product data is accessible, accurate, and comprehensive,” she said. “But the traceability process itself is complex, and we need to foster more industry-wide dialogue around how to manage and implement it effectively.”
Packaging innovation adds value and trust
Packaging has emerged as another major area where sustainability and brand identity intersect. Sarkar shared insights from Trivium Packaging’s Buying Green Report. “The report found that 82 per cent of consumers across all age groups are willing to pay more for products with sustainable packaging. That’s a significant shift from previous years,” she said. Robert Lockyer, Founder and Chief Client Officer at Delta Global and also a speaker at the Expo, believes Australian brands are well-positioned to lead globally. “There’s a real opportunity for Australia to showcase that luxury and sustainability can go hand in hand,” Lockyer said. “However, limited access to sustainable materials, rising costs, and supply chain complexity remain major hurdles.”
He stressed that sustainable packaging must be beautiful, reusable or recyclable, and ethically sourced. “Smart packaging builds trust, creates a competitive edge, and reinforces long-term brand equity,” Lockyer said. “Mono-material packaging, in particular, simplifies the recycling process without sacrificing quality or design.” He added that digital tools like QR codes can guide consumers in how to reuse or recycle packaging and improve traceability and return processes.
Strategies for sustainable brand growth
For brands looking to grow under a sustainable banner, Sarkar offered three strategic tips. “First, use social listening monitor reviews and comments on social media like a live focus group to guide real-time decisions,” she said. “Second, make every product launch an opportunity to innovate improve materials, logistics and reduce waste. Third, partner with artists, charities, and other values-aligned organisations to expand your impact and stay culturally relevant.”
Looking ahead, Holt is optimistic about the sector’s potential. “This is the perfect moment to capitalise on growing demand for sustainability,” she said. “But brands must invest in building transparent and resilient supply chains. At the Global Sourcing Expo, we bring manufacturers and brands together to collaborate, innovate and build the trust needed for long-term growth.”
Moda x Pure, following a successful debut at Spring Fair, returns as a key fashion destination at Autumn Fair 2025, taking place from 7-10 September at NEC Birmingham. Uniting Womenswear, Clothing & Footwear, Fashion Accessories, and Jewellery & Watch, the event is fast becoming a must-visit for fashion retailers and buyers.
The Autumn edition will build on the energy of its first outing, offering a curated mix of new and returning brands including Lighthouse, Nomads, Nina Murati, Miss Sparrow, Gold Trip, and more. Attendees can expect fresh collections, trend insights, and dynamic sessions designed to prepare retailers for the crucial festive season.
Highlights include Lighthouse’s exclusive SS26 outerwear preview and Nomads ethically crafted range embracing sustainable fashion. Nina Murati will present Italian-inspired styles in natural fibres, joined by boutique brands like Decollage, Luella, Girl In Mind, and Goose Island.
In Accessories, Miss Sparrow brings playful socks and cozy scarves, while Long & Son returns with an expansive range of handbags and clutches. Other featured brands include Powder, Glen Appin of Scotland, Primehide, and Goodlookers.
Jewellery & Watch welcomes Gold Trip’s debut lifestyle accessories alongside its demi-fine jewellery, crafted for the gifting market. Lucy Kemp Jewellery will showcase handcrafted sterling silver pieces, complemented by collections from Bill Skinner, Ayala Bar, Suzie Blue, and others.
The event’s Retail Corner will offer a vibrant space for independent retailers to network, attend workshops, and explore merchandising strategies.
“Moda x Pure is now firmly placed on the UK fashion trade calendar,” said Soraya Gadelrab, Autumn Fair Event Director.
Autumn Fair 2025 will host over 800 brands and 12,000+ buyers, making it the UK’s leading B2B retail trade show for Home, Gift & Fashion.
Fast fashion major Shein has announced a major milestone in its sustainability journey, with its climate targets officially validated by the Science Based Targets initiative (SBTi). This validation, backed by prominent organizations such as CDP, the UN Global Compact, World Resources Institute, and WWF, signifies that Shein’s goals align with the global scientific consensus for limiting global warming to 1.5°C. However, the news has been met with considerable scepticism from regulators, environmental campaigners, and experts who question the feasibility of such targets within Shein’s ultra-fast fashion business model.
Shein’s validated commitments include:
• Net-zero greenhouse gas emissions by 2050 across its entire value chain.
• A 42 per cent reduction in Scope 1 and 2 emissions by 2030. (Scope 1 refers to direct emissions from Shien-owned operations, while Scope 2 covers indirect emissions from purchased energy).
• A 25 per cent reduction in Scope 3 emissions by 2030. (Scope 3, which includes suppliers, materials, and shipping, accounts for approximately 96 per cent of Shein’s total carbon footprint).
• Achieving 100 per cent renewable electricity in operations by 2030.
Shein has outlined a roadmap to achieve these targets:
• Increasing the use of recycled materials.
• Support suppliers in their transition to renewable energy.
• Streamline logistics to minimize transportation-related emissions.
• Expand its resale platform, Shein Exchange.
As Mustan Lalani, Global Head, Sustainability at Shein explains, "SBTi's validation of our net-zero targets marks an important step in Shein’s decarbonization journey. We are committed to reducing emissions across our value chain and recognize that addressing Scope 3 emissions is a complex but critical part of that effort."
Critics sceptical about validations
Despite the SBTi validation, critics are raising serious concerns, arguing that Shein’s fundamental business model of rapid production and mass consumption is inherently at odds with genuine sustainability. As Ken Pucker, Professor, Practice, The Fletcher School at Tufts University says, "If Shein delivers on its plan to grow approximately 25 per cent over the near term that would mean that carbon intensity per unit would have to fall by 85 per cent to achieve their target." adding, "I am dubious." Pucker further highlighted that "In fairness to Shein, no fashion company currently pays society for its negative externalities—carbon, chemicals, water, or unfair labor practices."
This sentiment is echoed by various organizations and observers who continue to flag a range of on-going issues associated with Shein.
• Allegations of child labor and excessive working hours: There have been consistent reports about labor practices within Shein’s supply chain, including allegations of child labor and factory workers enduring excessively long hours, far exceeding legal limits in many countries.
• Greenwashing and deceptive discounting practices: Critics accuse Shein of greenwashing – making misleading or exaggerated claims about its environmental initiatives while its core business model promotes overconsumption. The Irish Competition and Consumer Protection Commission (CCPC), alongside other EU partners, recently ordered Shein to rectify platform practices that may breach EU law, including potentially deceptive sustainability claims. Greenpeace, in 2022, accused Shein of "taking greenwashing to a new low" over a pledge to donate to an NGO focused on textile waste, while simultaneously continuing to produce what critics label as "disposable" clothing at an unprecedented scale.
• Heavy reliance on polyester and fossil fuels: A significant portion of Shein’s products are made from synthetic fabrics like polyester, which are derived from fossil fuels. These materials contribute to microplastic pollution and have a much longer decomposition time than natural fibers, exacerbating textile waste.
• Legal disputes over copyright infringement: Shein faced numerous legal battles concerning intellectual property theft and copyright infringement, further clouding its ethical standing.
Why the concern
Shein’s growth so far shows a formidable challenge to its decarbonization efforts. Reports suggest in 2023, Shein’s total emissions grew 81 per cent, outpacing its 43 per cent revenue growth in the same period. This highlights the inherent difficulty of decoupling emissions from growth within its current model. In 2023, Shein’s Scope 3 emission, which it aims to reduce by 25 per cent by 2030, was over 16.5 million tonnes of CO2 equivalent. A 25 per cent reduction would mean a cut of over 4 million tonnes. The company releases an estimated 2,000 to 10,000 new items daily, contributing to a culture of disposability. The fashion industry, as a whole, is responsible for approximately 10 per cent of global carbon emissions, with fast fashion being a significant driver.
Table: Shein’s emissions growth vs. revenue growth (2022-2023)
|
Emission Scope |
2022 Emissions (CO2e) |
2023 Emissions (CO2e) |
Percentage Change |
|
Scope 1 |
Not Specified |
Nearly Doubled |
Significant Increase |
|
Scope 2 |
Not Specified |
Increased by 32% |
Moderate Increase |
|
Scope 3 |
Not Specified |
Increased by 12% |
Moderate Increase |
|
Total Emissions |
6.04 million tonnes |
9.17 million tonnes |
81% Increase |
(Source: SHEIN's 2023 Sustainability and Social Impact Report, as cited by various media outlets like Sustainability Magazine and Supply Chain Digital.)
Transparency and transformation
While SBTi approval is symbolic step towards climate alignment for Shein, the overwhelming consensus among critics is that meaningful change in the fast fashion industry, particularly for a company of Shein's scale and business model, will require far more than targets. It demands full transparency, a radical transformation of its production and consumption model, and a genuine commitment to addressing the systemic environmental and social harms associated with ultra-fast fashion.
As Liv Simpliciano, Policy and Research Manager at Fashion Revolution opines, "Targets are only as meaningful as the action that follows. The fashion industry remains far off track from delivering the rapid, large-scale emissions cuts that climate science makes unequivocally clear are needed." The challenge for Shein now lies in proving that its validated targets are not merely a PR exercise, but a genuine commitment to a more sustainable future.
