Whatever the challenge, Charlie Brown, Avery Dennison’s head of customer design and innovation center in Los Angeles, has a near-encyclopedic knowledge of apparel trim – the packaging, care labels, inventory and price tags attached to garments – and a diplomatic, unflappable style that enables him and his team to guide the designers and manufacturers who visit the center to a solution that complements their garments and elevates their brand. More and more, sustainability is emerging as an integral part of the brand message, and is one of the reasons Brown is optimistic about the direction the apparel industry is taking.
What makes you optimistic about sustainability in the apparel industry?
Ten years ago, our customers were asking where our trim materials were sourced, and how much recycled content they contained. Today, the conversation has become much broader. Today’s consumers, especially younger shoppers, want to know everything about the garments they buy. Where were they made? By whom? With what materials? And, increasingly, with what impact on the environment? Sustainability is evolving from a content tag to an end-to-end process, and it’s becoming an integral part of brand identity.
Where is the most exciting work in sustainability being done right now?
There are really great things happening across the industry. If you want to see serious innovation in materials, look to the ski, surf and skate brands. Their outdoor customers have been enthusiastic early adopters of clothing made largely or completely from recycled content. Another place to look are young emerging brands whose creators aren’t afraid to experiment, and who are incorporating sustainable goals from the very beginning into their manufacturing and pricing models.
Where do you see the next big breakout moment for sustainability in the apparel industry?
Mass retailers, with their thousands of outlets and hundreds of millions of customers around the world, have the biggest opportunity to move the dial right now. As these giants make sustainable practices a consistent requirement across their supply chains, and I think they will, it will drive down prices and make it easier for the entire industry to deliver sustainable clothing at all price points in the market.
Take out your crystal ball. How much will things have changed in ten years?
Well, the entire retail landscape continues to change dramatically, largely because of technology, especially mobile technologies. Consumers now shop for an experience as much as they do for physical things. They develop intense relationships with brands. And they want to participate in their evolution. In that context, I see sustainability migrating from an optional to a required feature of all successful brands. And I see brands, in turn, pushing their customers to close the loop on apparel sustainability by adopting more earth-friendly practices once a piece of clothing is purchased.
Tell us about that diva.
The first rule of good diplomacy is discretion! But I can say this – the apparel industry is both highly creative and highly competitive. That can make for a lot of stress. That’s why our company has created design and innovation centers where our customers can learn about the latest trends in a relaxed and creative atmosphere where anything goes and anything can be tried.
Learn more about Avery Dennison and its efforts on sustainable packaging and branding and information solutions. Join the conversation and see what employees and partners have to say on the topic of sustainability.
Content on this page is provided by Avery Dennison, supporter of the Vital Signs platform.
