While innovation remains essential for brands, the definition of innovation is moving away from focusing on continuous product launches to incorporating genuine advancements in environmental and social practices, for example, sustainable manufacturing production, materials and techniques. Nowadays the significance of authenticity has moved from being centred on a brand’s compelling story or niche positioning to being about the strength of a company’s sustainable operations internally and across its entire supply chain. I think this evolution underlines the importance of sustainability and ethical considerations in modern business strategies. What do you think?
Throwback Thursday
Today, everyone knows that plant based fibres have a much smaller ecological footprint than cotton. The Swiss brand, FREITAG made a sustainable, functional clothing range from a durable fabric mix of flax, hemp and modal. The raw materials were sourced in France, the fabric was weaved in Italy and the garments were manufacturing in Poland. “Made in Europe” and completely biodegradable, what’s not to like? This short video from 2014 can be seen here and I think FREITAG’s storytelling is amazing.