An Insight into Garment Care & Maintenance

Today marks a significant milestone for the fashion industry as the Institute of Positive Fashion (IPF) under the British Fashion Council (BFC), in collaboration with Vanish, unveils a comprehensive insights report. This insightful document underscores the crucial role of technology in empowering consumers with knowledge about garment care and maintenance. This initiative is part of Phase 2 of the Circular Fashion Ecosystem Project, aimed at addressing key challenges facing the industry.

Statistical data and industry-wide research reveal that less than 1% of garments are recycled at the end of their lifecycle worldwide (Source: Environmental Audit Committee, 2019). According to studies conducted by Vanish, the leading reason for discarding clothing in the UK is wear and tear. Wear and tear can result from various factors such as inferior material quality and inadequate knowledge of garment care. Consequently, industry research and collaboration are pivotal in this regard, highlighting the urgent need to address consumer habits and establish digital tracking systems that align with technological advancements and future regulatory mandates.

Co-authored by GreenWith Studio, the report discusses how technology can be harnessed to address primary challenges in the fashion industry. This includes problems such as low garment usage and undue blame on consumers for high consumption rates. The report’s recommendations draw upon extensive research that includes literature reviews, qualitative consultations, and consumer insights gathered by Codec. The report ultimately emphasizes the digitalisation of garments from production to disposal, aiming to extend their life cycle through several strategic steps:

1. Existing technologies like RFID tags and QR codes must be utilised to provide essential information and instructions to extend clothing life.
2. QR codes should also include provenance and traceability information, alongside instructions for sustainable laundering, repairing, recycling, and disposal of clothes.
3. Utilising RFID and NFC technology will allow washing machines to identify garment material and suggest suitable wash and dry cycles with correct detergent use.
4. As per the European Green Deal, digital product passports will feature on all regulated products.
5. High-quality, certified data from across the supply chain is required, meeting a set of universal standards.

Promoting behavioural change is crucial. Consumers need accurate information about product origins and the necessary tools for garment care. Enhanced traceability can increase emotional investment, helping to shift the industry from its current linear model to a sharing economy based on service.

Caroline Rush, BFC Chief Executive, expresses her satisfaction with the research outcomes, stating, “Garment care is essential and encompasses crucial elements; traceability coupled with engaging storytelling will enable consumer change and sustainable consumption. We look forward to international and governmental coordination with all stakeholders across the fashion value chain, to set this change in motion”.