Ecommerce store shoppers

How to shop smarter and more consciously in 2022

For many, a “smart” purchase may suggest one that is priced far below its real value. And while it’s important to stay on a budget, making smart consumer choices goes far beyond asking how much an item costs. Long story short: it takes more work to consciously buy in a way that respects every part of the supply chain. and honors your own personal style. But it is far from impossible and it is worth it.

Before the start of a new year, we turn to experts who understand what sustainability means beyond just a buzzword. Among them, Ana Kannan, the founder of Toward, a multi-brand e-commerce site that rigorously controls its current products and houses like House of Sunny, AGOLDE and Rejina Pyo, while Vanessa Barboni Hallik is the founder and CEO of Another tomorrow, a label that offers luxurious pieces made from recycled materials and responsible sources, as well as the transparency of the history of the origin of each product. Finally, in the spirit of starting 2022 with improved habits, we reached out to Lauren Bravo, author of How to break away from fast fashion, which tells, in part, his own journey to stop the overconsumption starting on New Year’s Day.

Together, they make it clear that being a smart shopper is about being engaged and not being afraid to ask questions, about the brands you love and about yourself. After all, a better and more conscious fashion future requires dedication from all parties involved.

Photo: Courtesy of Ana Kannan

How (if any) is the conversation around conscious consumerism unique in 2022? And what should we, as buyers, be aware of at the start of a new year?

“While conscious consumption has been part of the conversation in the fashion industry for years, I think the urgent and ubiquitous nature of the conversation in 2021 is an indicator that it will dominate the industry in 2022. The last year, we had everything
disruption of a fashion show to indicate the urgency of the impact of fashion on the climate, to the partnership between a celebrity and a fashion house end the use of fur, at the entrance of a traditional luxury fashion house in the resale industry.

“Buyers should know that starting in 2022, brands will be taking action to advance sustainability stories and attract customers who want to keep the planet in mind when shopping. But know that these efforts take real work. I encourage buyers to question brands about the tangible efforts they are making to achieve truly environmentally responsible change. “

What is one of the most important habits consumers can unlearn in 2022? And what more intentional habit can we replace it with?

“One of the most important habits that consumers can unlearn in 2022 is overconsumption; buyers can stop buying more and start buying better. Say no to fast fashion and invest in pieces made with quality craftsmanship that you will love for years to come.

“At Toward, we have solved this overconsumption problem by limiting the number of fashion purchases our customers can make in a calendar year to twelve per year, if the customer has an account on our site. We did this to make customers buy better rather than buy more. “

For the sake of buying smarter in 2022, what does “shopping smarter” mean to you? What are some tips to hold yourself accountable?

“To me, buying smart means doing your research to learn more about the sustainability and responsibility initiatives your favorite brands are putting into practice. Ask questions about their efforts to decide whether they are engaged in systemic environmental change. Beware of terms like “clean,” “green,” or highlighting a new “sustainable collection” before noting the SDGs for the entire brand. If you don’t know where to start, I suggest you recommend consulting Toward’s own responsibility framework and associated brands, to get an idea of ​​who does a great job as a truly responsible retailer, and what types of questions to ask. “

How (if any) is the conversation around conscious consumerism unique in 2022? And what should we, as buyers, be aware of at the start of a new year?

“I agree that this has been a topic of conversation in the fashion industry for years, but in fact, I think it’s only very recently that the average fast fashion shopper has started to take realizing that her wardrobe comes at a huge environmental and humanitarian cost. And in many cases, consumers are still unaware. The fast fashion market is still huge and extremely toxic, and I would like to believe that most of people who still buy it don’t do it because they don’t care – it’s because they really don’t know, or because they feel like they don’t have any other options.

“Sustainable fashion is still considered elitist by many people, sometimes wrongly (the most sustainable clothes are those already in our wardrobes!) And sometimes for very valid reasons (who has $ 300 to spend on a new dress? thoughtful brands all stop at a size 14?). But luckily that is changing, there are more and more smaller brands offering inclusive and more affordable sizing options, and shoppers are speaking out a lot more when it comes to demanding sustainable fashion that actually serves them. .

As someone who’s all too used to breaking a bad buying habit on January 1, what is one of the most important habits consumers can unlearn in 2022? And what more intentional habit can we replace it with?

“I think it’s probably the habit I’ve struggled the most (and I still struggle!) Which is buying stuff out of boredom or emotion. stopped fast fashion on january 1, 2019 that i realized how much i use shopping as the go-to remedy for all feelings. sad? shopping! happy? shopping! hungry? shopping! insecure? shopping! shopping! PMS? You see the picture …

“But it’s difficult because the craving for the thrill of novelty is part of human nature; psychologists call it “habituation,” the way we get bored when we’re overexposed to the same stimulus (ie, an old outfit) and start sniffing for another shot of dopamine instead. So, to replace this old habit, I recommend that you improve your style and experiment with the clothes you already own. It sounds obvious, but when was the last time you spent an hour or two trying on new combinations of clothes and accessories already in your wardrobe? Whenever I feel this urge to buy something that I know I don’t really need, I first force myself to go back to my wardrobe, dig up all the old pieces I’ve forgotten and get creative by creating new looks. Half the time you’ll find something itchy the same trend without buying anything new. “

For the sake of buying smarter in 2022, what does “shopping smarter” mean to you? What are some tips to hold yourself accountable?

“I would say it’s doing a little homework, if you can, and researching each brand before you give them your hard-earned money. Application Of course you is really handy for that. And if a brand doesn’t have the info you want, ask them questions! Where are their clothes made and by whom? Are they paid a living wage? And their fabric? Unfortunately, most of the time, if they don’t tell you directly, it’s because they don’t want you to know it. I would also suggest living by the #secondhandfirst rule, if you can, which means buying new clothes only as a last resort. Always check resale websites and charity stores first, or consider renting instead of buying (especially for party wear), or just borrow it from a companion instead.

“Finally, try to understand the difference between ‘like’ and ‘want’ and ‘need’. Obviously, we all buy fashion that we don’t strictly need, it’s fashion. But sometimes it is. there is nothing more depressing and guilting than buying something beautiful that you know deep down that you will hardly wear, often because it is designed for a life you don’t lead or someone you don’t. you just aren’t. Try to think of fashion as an art form, instead of an everyday staple. Just because you love a dress on a hanger (or Instagram!), doesn’t mean you ‘it automatically deserves a place in your life. “

vanessa barboni hallik

Photo: Courtesy of Vanessa Barboni Hallik

How (if any) is the conversation around conscious consumerism unique in 2022? And what should we, as buyers, be aware of at the start of a new year?

“We are at a turning point for the planet and what was previously a bonus is now an imperative. In this context, I believe that two main forces are at the origin of a new era of conscious consumption. First, resale revives the concept of clothing. Second, traceability and transparency will fuel a new era of brand accountability.

“These two are great news on the waste and environmental front, but they don’t necessarily address one of the undercover issues in fashion, which is human well-being and the fact that the vast majority of people who make clothes do not earn a living. In my opinion, questions from customers are incredibly powerful and I suggest that if buyers focus on just one it would be: Did the person who made this item pay a living wage? “

What is one of the most important habits consumers can unlearn in 2022? And what more intentional habit can we replace it with?

“Turn away from inconvenient truths. Your engagement is incredibly powerful, and that doesn’t necessarily mean stepping away from your favorite brands, just engaging them.

“Commit to staying curious and asking questions about the brands you buy from. In addition to the “living wage” issue I mentioned, by analogy, try to take the farm-to-table concept and apply it to clothing, asking where the materials come from and why. More often than not, brands won’t have the answer, but asking them questions will ask them important questions and let them know you care. “

For the sake of buying smarter in 2022, what does “shopping smarter” mean to you? What are some tips to hold yourself accountable?

“See each piece as an asset. Will it retain its quality, relevance and value over the years? Can you resell it? In addition to being obsessed with sourcing, these are the questions I ask myself. and similar items worn close to the body, I don’t buy anything that I don’t intend to keep for years and could not resell. “


Source link