Brand Value in Forward Practices, OKEO-TEX
Category: Research Poster
Author(s): Jessica Scripter, Calli Mawdsley, Ashley Anderson
Presenter(s): Jessica Scripter
Mentors(s): Sonali Diddi
Fashion supply chains struggle to have transparency and communication across tiers. This becomes an issue when tackling the industry's sustainability problems. Without transparency and clear communication in product manufacturing, brands lack the proper sustainability practices that are needed for integration into the age of eco-friendly products. One solution to this problem is textile certifications. These can create pathways to reduce opacity, and OKEO- TEX is a leading corporation in doing so. The brand offers certifications and standards that center around safe work environments, the use of harmless chemicals in products, and environmentally forward processes. These elements help brands to create safer products and build trust with their consumers, and suppliers. These characteristics in turn can help a brand build value. This research aims to answer the question How can brands integrate OEKO-TEX into their brand story? The group conducted research around this question through reviewing academic literature, industry reports, certification standards, and media articles. After research was finished, industry, consumer, and supply chain impacts were analyzed. This diverse selection of research gives insights into the implications of value creation in the fashion industry supply chain. Overall, our research aims to understand how OEKO-TEX can assist in creating brand value, because in an eco-forward world, value can bring positive feedback to brands and enable them to incorporate sustainability in a meaningful way that benefits both consumers and corporations.