Fashion brands are trying to be more eco-friendly, and virtual goods could be the future of sustainable clothing. YPulse told you why all brands need to have an AR plan to reach young consumers, and digital clothing could be the key ingredient for every apparel brand’s future sustainability efforts. The fashion industry reportedly accounts for 10% of the total carbon emissions produced, and sourcing sustainable materials can be a huge feat for some brands. *Enter virtual fashion.* Digital clothing using AR tools, video games, and social media, can give shoppers a virtual shopping experience by introducing new clothing lines on game characters and offering virtual dressing rooms using AR tools. Not only can this digital-first clothing approach help brands test new clothing lines, it avoids the heavy lifting—and carbon-emitting—process of actually producing items by instead introducing products in spaces that internet-savvy consumers are already using. Young shoppers also say they enjoy seeing clothing inside video games because it makes the items more exclusive. As more fashion brands find their way into gaming, fashion and beauty brands should take note of how the virtual world can boost their sustainability practices. (Adweek)
