Fashion and Sustainability – what do consumers want now, and how can brands benefit from it? (episode 589)
Bhavishya Ramchander is the CEO at Reloom, a platform where conscious consumers meet verified, sustainable fashion brands. Founded in 2025 they’ve been featured in Forbes, Business Insider, Vogue Europe and at the Drapers Conscious Fashion Summit, they already have over 20 verified brands on the platform.
In this episode, Vishy shares what today’s fashion consumers really want when it comes to sustainability—and why good intentions alone aren’t translating into purchases. She breaks down the key barriers holding shoppers back, and reveals how brands can turn transparency, data, and circular models into real commercial advantage.
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Dive in:
[05:57] “Sustainable Fashion: Price & Trust”
[09:22] “Sustainable Shopping by Values”
[12:25] Sustainability: Asset, Not PR Stunt
[16:47] “Sustainability Data Boosts Conversions”
[17:31] “Resale Market and Circular Design”
[23:40] “Plan Early for Brand Success”
[25:40] Listen to Vishy’s Top Tips!
[29:57] Episode sponsored by Reloom. Visit the Reloom website.
Consumers want sustainability—but friction is holding them back
Most shoppers say they want to buy more sustainably, but their actions don’t always match. The main blockers are price and confusion. Sustainable options often feel expensive and hard to understand. Many consumers also don’t trust brand claims due to greenwashing. The opportunity for eCommerce brands is simple: remove friction, build trust, and make sustainable choices easier to act on.
Transparency is becoming a conversion driver, not just a brand value
Sustainability data is no longer just a “nice to have” for brand image. It can directly impact conversion rates and customer loyalty. When shoppers see clear, verified information, they feel more confident buying. Yet many brands still hide this data in reports that no one reads. Putting simple, digestible sustainability info on product pages can turn transparency into a powerful sales tool.
Sustainability should be treated like a product feature
Too many brands still treat sustainability like a marketing campaign. The shift now is to embed it into the product itself. That means showing how items are made, sourced, and delivered. It also means proving claims with real data, not vague messaging. Brands that do this well will stand out and build stronger long-term trust with customers.
Resale and circular models are a major growth opportunity
The secondhand market is growing fast, and brands should not ignore it. Instead of losing customers to third-party platforms, brands can build their own resale ecosystems. This keeps customers engaged and creates new revenue streams. It also lowers the barrier for price-sensitive shoppers. Done well, resale can increase loyalty while extending the life—and value—of every product.
Regulation is coming—and early movers will win
Upcoming sustainability regulations will force brands to be more transparent. Many see this as a cost, but it can be a competitive advantage. Brands that act early can build better systems and stronger messaging. They can also use this data to win trust before others catch up. Waiting until the last minute means missing out on both efficiency and market positioning.
eCommerce Book Top Tip
- The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses by Eric Ries
eCommerce Traffic Top Tip
- Community-led growth drives higher-quality, more engaged traffic than paid ads because you’re reaching pre-qualified audiences who already care.
Tool Top Tip
Carbon Top Tip
- Measure and verify your sustainability impact first. You can’t reduce (or prove improvements) without knowing your biggest carbon hotspots.
Interview links
- Episode sponsored by Reloom. Visit the Reloom website.
- Vishy on LinkedIn
Related Episodes
- Fashion and the Circular Economy with Zoe Rowswell, co-founder of Tern Eco (episode 435)
- The Circular Business Model that Works for Haines Collection with Jules Haines (episode 536)
- How MUD Jeans Built the World’s First Circular Denim Brand — and What eCommerce Can Learn from It (episode 567)
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