Farfetch and Good On You launch sustainability hub for brands
Good Measures, which is available for free to Farfetch’s brand partners, uses Good On You’s sustainability ratings to suggest places where brands can lessen their impact on people, the planet, and animals.
The first-of-its-kind sustainability hub will let businesses examine their existing Good On You sustainability score, then access guidance on how to improve, including connecting with experts.
It will also allow brands to submit information that might help them to get rated or re-rated by Good On You. The initiative is part of Farfetch’s wider goal for 100% of revenues to come from sales of what it calls “conscious” products by 2030.
Brands have to reach a certain sustainability rating to make it into Farfetch’s Conscious Collection.
“One of the aims of our Positively Farfetch strategy is to enable the brands we work with to make progress on sustainability and, ultimately, to help our customers to make positive choices,” said Thomas Berry, senior director of sustainable business at Farfetch. “Our recent Conscious Luxury Trends report highlights the rapid increase in consumer interest in Conscious products and Good Measures will help our brand partners become more sustainable and also take advantage of these positive consumer demands.”
The hub will be made publicly available to the wider industry later this year, with brands able to register their interest ahead of launch.
“Good Measures is not about reinventing the wheel,” said Good On You co-founder Sandra Capponi. “It’s about bringing together the fashion industry and providing a unified, trusted view of sustainability knowledge for brands. By helping brands be more transparent about their progress, we’re empowering consumers to make better choices.”
