Open House
Brands are taking the commitment to transparency to the next level.
As the modern consumer is increasingly conscientious about knowing where everything they eat, use, and wear comes from, brands are embracing consumers’ increasing scrutiny by incorporating the value of transparency into their core identity.
Since the brand’s inception, Everlane has set “Radical Transparency” as one of the three pillars of its identity, together with “Exceptional quality” and “Ethical factories,” and the concept continues to be at the heart of the brand.
In addition to sharing its pricing model, fashion label ISTO. promotes placing a high value on transparency through the concept of “factourism,” turning its factory in northern Portugal into an attraction for customers to visit and see “where things get done.” In stark contrast to “drop culture,” the label offers one growing but permanent collection of fashion staples instead of seasonal collections.
Today’s discerning consumers choose brands that they can trust and feel connected to. Brands that can pull back the curtain and reveal where their products come from and how decisions are made are far more likely to earn word-of-mouth and customer trust. As transparency becomes a more mainstream consumer expectation, brands that find ways to adapt their messaging and efforts around visibility and integrity will be best positioned to attract and retain the next generation of consumers.