From today,The Iconic will offer customers the ability to search by five sustainable criteria covering social issues,the environment and animal welfare,as part of its"Considered"initiative.
Launching with 6500 products,the function follows a year-long process that included a major upgrade of the e-tailer's back-end,says Jaana Quaintance-James,The Iconic's head of sustainability and ethical sourcing.
She said the objective is to show"shopping more sustainably is not impossible,it’s about accessibility to the customer and demonstrating a wide variety and fashionable"rather than directly driving sales.
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Demand for sustainable fashion is growing in the mainstream. Fashion Revolution Week will next week launch the biggest Fashion Transparency Index,with more than 200 brands,while apps such as Good On You allow customers to access information about brands on their smartphones.
The Iconic has been a major driver of inclusivity (its swim shows have showcased arguably the most diverse range of models this country has seen) and while sustainability is a much more complex issue,Ms Quaintance-James said:"Ultimately we want to demonstrate over time we can take a leadership position. This is an important part of driving consumer awareness."
She said becoming more sustainable wasn't as simple as only stocking overtly sustainable brands and deleting others.