Farfetch and Good On You launch Good Measures sustainability hub
Fashion and sustainability continue to meet in the middle. Luxury fashion platform Farfetch and sustainability ratings platform Good On You have launched ‘Good Measures’.
The pair said the collaboration creates the “first-of-its-kind sustainability hub for the fashion industry”, which will “help brands do better so consumers can buy better”.
They added: “Sustainability is challenging for brands of any size to navigate, and this new tool will make it simpler for them to achieve their goals”.
The online hub gives brands a comprehensive view of their current sustainability rating and provides guidance on where they can improve. It makes customised suggestions for key actions that will improve their sustainability performance tailored to the specifics of each business and where they are in their journey.
“Offering a unique combination of educational and strategic insights, Good Measures responds to brands’ need for a one-stop-solution to learn, prioritise actions and ultimately progress with their sustainability agenda while unlocking the commercial benefits of doing so”, they said.
They added: “With Good Measures, brands can deep dive into what’s driving their current rating across all major sustainability issues in fashion, get clear guidance on how to progress, and connect with expert organisations who can help”.
Brands can also submit publicly disclosed information on their performance that allows them to get rated or re-rated by Good On You. A high enough rating will enable them to qualify for the ‘Farfetch Conscious Collection’ and “benefit from the increased visibility that brings”.
Farfetch, which has set a 2030 goal for 100% of revenues to come from sales of Conscious products, said Good Measures is available free of charge to all of Farfetch’s brand partners, supporting them in understanding and improving their sustainability performance. The hub will launch publicly to the fashion industry later this year.
Thomas Berry, Senior Director of Sustainable Business, Farfetch, said: “One of the aims of our Positively Farfetch strategy is to enable the brands we work with to make progress on sustainability and, ultimately, to help our customers to make positive choices. Our recent Conscious Luxury Trends report highlights the rapid increase in consumer interest in Conscious products and Good Measures will help our brand partners become more sustainable and also take advantage of these positive consumer demands.”
He added: “Good On You has been a fantastic partner to work with over the last few years - they have rapidly become the leading platform for fashion sustainability ratings. It made perfect sense to partner with them to create Good Measures, a much-needed tool to equip our partners and consequently the whole industry, to become more sustainable.”
Sandra Capponi, co-founder, Good On You, added: “Good Measures is not about reinventing the wheel. It's about bringing together the fashion industry and providing a unified, trusted view of sustainability knowledge for brands. By helping brands be more transparent about their progress, we're empowering consumers to make better choices. That’s why we teamed up with Farfetch, because we share this vision for a more sustainable future.”
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