{"id":4249573,"date":"2021-11-15T15:03:24","date_gmt":"2021-11-15T13:03:24","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/is-ownership-outdated-how-new-concepts-are-paving-the-way-for-more-sustainable-fashion\/"},"modified":"2021-11-15T15:03:24","modified_gmt":"2021-11-15T13:03:24","slug":"is-ownership-outdated-how-new-concepts-are-paving-the-way-for-more-sustainable-fashion","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/is-ownership-outdated-how-new-concepts-are-paving-the-way-for-more-sustainable-fashion\/","title":{"rendered":"Is ownership outdated? How new concepts are paving the way for more sustainable fashion"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tIs ownership outdated? How new concepts are paving the way for more sustainable fashion\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
\n\t\t\t\n\t\n\t
\n\t\tMellissa Flowerdew-Clarke\t\t
\n\t\tVP of Marketing, EMEA\n\t\t\t<\/div>\n<\/div>\n\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t15 November 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t
\n\t\t
\n\t\t\t\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\t\t<\/div>\n\t<\/div>\n\n\t
\n\t\t\n

\n\t\t\tIn the third panel of Meta Festival 2021, Maria Spilka, Oliver Lange, Thomas Chabin and Dr. Tim Wiegels shared their ideas about rental concepts and talked about the effectiveness of new technologies for sustainable fashion production. Here are the top three learnings from the discussion.\t<\/h2><\/div><\/div>\n\t<\/div>\n<\/div>\n\n
\n\n\t
\n\t\t

\n\t\t\tIn the next few years, we will see increased innovation in the production sector.<\/em>\t<\/h2>

Oliver Lange – Head of H&Mbeyond<\/p>\t<\/div>\n\n<\/div>\n\n

\n\t
\n\t\t\n\t\t\t\t\t
\n\t\t\t\t\n\n\t\tSharing is caring\t<\/h2>\n\n\n\t\tWhoever thought that sharing is a new trend, thought wrong. Washing in launderettes, book lending and living in shared apartments have been practised for years. Why shouldn\u2019t we expand sharing to new areas such as fashion? Movements like Fridays for Future inspire people to question their consumption and look for alternatives. Second-hand, sharing and rental models offer solutions to act more sustainably. Companies and campaigns like M\u00e4dchenflohmarkt and H&Mbeyond are already leading the way and proving that these concepts are not only compatible with our conscience, but are also economically successful.\u00a0

As more people want to try out a certain look for a number of days, weeks or months, the need to own clothes will weaken. This is where sharing comes into play. And the best part is that nowadays, we are no longer limited by our immediate environment. Global digitisation allows a perfect match between supply and demand, as we can search for items and opportunities beyond our geographical boundaries.\u00a0

But still, even though secondhand or sharing offer greater variety than in the past, and are largely cheaper than buying new, only a small percentage of people are utilising these options in the fashion world. The problem is that there aren\u2019t yet enough options available. Offering sustainable clothing is one thing but convincing consumers to make sustainable purchasing decisions is another. Here, the main task of the companies is to make the offer more accessible. The more brands that provide secondhand, rental and other concepts, the more popular and attractive the concept becomes.\u00a0

The Meta Festival panellists clearly agreed on one thing: in order to make sustainability accessible to everyone, it should not be a luxury but must be democratised.\u00a0\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t