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Zalando playing its part to improve fashion sustainability

Zalando, a Germany-based apparel e-tailer selling fashion, footwear and accessories announces that following an increase in environmental search terms on its web platform, it will onboard apparel brands such as Ecoalf, Mud Jeans, Swe-s, Girlfriend Collective, and Stripe + Stare to expand its “sustainable fashion assortment” over the next few weeks as it continues to flag up ‘sustainable’ choices on its website.

Zalando improving sustainability

This summer alone Zara has pledged to make 100 percent sustainable fabrics by 2025, while Asos has launched a ‘responsible edit’ vertical on its site, making it easier for shoppers to discover sustainable fashion. And now Zalando has added to its array of green initiatives.

This Germany-based apparel e-tailer which serves more than 27 million customers in 17 countries said consumers can find it difficult to understand the term sustainability, and how to find products based on social and environmental values. It said it is working on changing that situation, including improved messaging via its online sustainable hub.

The company says it already features more than 15,000 sustainably produced items from 240 plus brands, including Armedangels, Filippa K, Mother of Pearl, Nudie Jeans, Patagonia and Veja. To help customers locate these products more easily, it flags them with a “green” label that singles out better-for-the-planet materials or certifications. This flagging system was first tested in 2017, but rolled out to all its markets last year.

“Our current fashion assortment with a sustainability benefit is already one of the largest available in Europe, but we’re just getting started,” Sara Diez, Vice President of womenswear at Zalando, said in a statement.

“Our ambition is to provide customers with a bigger assortment to choose from, clearer information to choose with and all the inspiration they need to make more sustainable choices.”

Zalando is not stuck with enriching its assortments with environmentally friendly goods only, rather its vision spreads further as sustainability in e-commerce fashion does not only apply to textiles, but also to how the goods are packaged for delivery. The packaging is the only physical contact that a shopper has with a brand when purchasing online. Zalando aims to use its platform to approach sustainable packaging in a creative way.

Diez told that Zalando is working on various initiatives to improve its sustainability – it now uses 100% recyclable packaging and is increasingly encouraging brands to use its ship from store ‘Connected Retail’ tool for more local fulfillment.

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