If you’ve been following B2C CRM best practices in recent months, you know transparency and setting expectations is more critical now for brands than ever.
The same goes for customers’ expectations when it comes to brands’ responsibility. People expect brands to reach out and be helpful towards their communities – or towards a certain cause. It’s an underlying factor that lies behind the customer’s decision to continue shopping with you and supporting your brand.
And some brands are leading the way when it comes to following these best practices.
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Back at the beginning of the pandemic, PostFunnel reported that H&M was following marketing best practices – donating, discounting, helping out, and paving the way for the rest.
Now, the Swedish fashion retailer has joined forces with jeans company Lee to create what they call the “next-gen” of sustainable denim – tapping further into trends that customers want to see brands taking upon themselves.
On February 4th, the “holistic and ambitious collaboration,” as they put it, will launch – a collection of H&M’s first-ever 100% recycled, cotton-free denim made with water preserving dyes, called Tencel.
“This isn’t just another collab. It’s where conversations about sustainability and transparency are lifted into focus,” Lee Jeans wrote on Instagram.
In addition to lower-impact denim washes, the jeans will feature animal-free labels derived from washable kraft paper. The collection includes loose fit jeans, rider jackets, overalls, shirts, jersey pieces, denim bucket hats, and more.
“We just loved working with Lee to push for change: a change for more sustainable and circular denim garments,” Jon Loman, designer at H&M, said in a statement.
“We looked at every detail and challenged each other in a positive way. It’s also amazing to work with Lee’s iconic designs and give them a bit of our flavor, for H&M denim lovers around the world.”
The best part? According to Sourcing Journal: “On its website life-cycle assessment data, H&M will clearly present the carbon, energy, and overall water impact of each of its denim items.”
That’s some next-gen transparency.
Watch the full conversation on advancing denim in a more sustainable future with Helena Helmersson, CEO of H&M, here: