Farfetch and Good on You launch sustainability hub Good Measures "to help brands do better"
Farfetch and sustainability ratings platform Good on You have joined forced to launch a sustainability hub, called Good Measures, to make it easier for fashion brands to achieve their sustainability goals.
The platform provides brands with a comprehensive view of their current sustainability rating and provides advice on how they can "do better so consumers can buy better". Good Measures makes customised suggestions for key actions brands can take that will improve their sustainability performance tailored to the specifics of each business and where they are in their journey.
Good Measures is grounded in Good On You’s brand ratings, which are used by millions of consumers and by retailers to benchmark sustainability. The ratings score brands on impacts across people, planet, and animals bringing together more than 500 data points including the most credible, independent standards and certifications, third-party indices (such as the Fashion Transparency Index and the CDP Climate Change and Water Security projects), and brands’ own public reporting.
With Good Measures, brands can deep dive into what’s driving their current rating across all major sustainability issues in fashion, get clear guidance on how to progress, and connect with expert organisations who can help. They can also submit publicly disclosed information on their performance that allows them to get rated or re-rated by Good On You.
Brands which score sufficiently highly will qualify for the Farfetch Conscious Collection, which comes with increased visibility on its global fashion marketplace. According to Farfetch's newly published Conscious Luxury 2022 report, brands featured in the Conscious Collection grew 1.8 times faster than the marketplace average in 2021.
The initiative forms part of Farfetch's wider Positively Farfetch strategy in which it has set a 2030 goal of 100% of its revenues to come from the sale of Conscious products. To enable it to reach this goal, Farfetch is offering Good Measures free of charge to all of its brand partners while interested brands can register their interest to access it.
Thomas Berry, Senior Director of Sustainable Business, Farfetch said: “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. 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.
“Good On You has been a fantastic partner to work with over the last few years - they have rapidly become the leading platform for fashion sustainability ratings. It made perfect sense to partner with them to create Good Measures, a much-needed tool to equip our partners and consequently the whole industry, to become more sustainable.”
Sandra Capponi, Co-Founder, Good On You, added: “Having rated thousands of fashion brands over the years, Good On You understands the many challenges brands face. We designed Good Measures to make it simple for brands big and small to manage and improve their impact and reach the growing number of consumers who care.”
“Good Measures is not about reinventing the wheel. 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. That’s why we teamed up with Farfetch, because we share this vision for a more sustainable future.”