Omnichannel: The secret to DTC fashion brands reaching sustainability goals

Consumers are more eco-conscious than ever (and for good reason). Textile production creates 1.2 billion tonnes of CO2 equivalent (CO2e) a year, which is more emissions than international flights and maritime shipping combined. Omnichannel plays a unique role in making the fashion industry more sustainable by reducing the carbon footprint of retail operations while enhancing customer experience at the same time. 

In this blog, we’re looking at some key ways that omnichannel can help fashion brands move the dial towards becoming more sustainable.

4 core benefits of adopting a sustainable omnichannel approach

• Customer loyalty and brand reputation
57% of UK consumers value sustainability in fashion. By embedding sustainability into their omnichannel strategy, fashion brands can meet customer expectations as well as enhance their brand reputation and foster customer loyalty. 

• Cost savings
Sustainable practices like efficient inventory management and local fulfillment cut costs by reducing waste, optimizing logistics, and minimizing unsold stock.

• Regulatory compliance and risk management
With stricter environmental regulations, sustainable practices can help fashion brands stay compliant, avoid penalties and protect their reputation. 

• Contribution to global sustainability goals. 
Reducing waste, emissions, and resource use helps fashion brands support global climate action and align with UN Sustainable Development Goals. 

Pairing sustainability efforts with omnichannel benefits both fashion brands and the environment. It offers a pathway for the fashion industry to address its environmental impact while meeting the evolving expectations of consumers. Innovation in fashion signals significant change for a more responsible industry. 

So how are some of the ways fashion brands can implement omnichannel into their sustainability efforts from an operational POV? 

1. Eco-friendly fulfillment and distribution

By leveraging local stores as fulfillment centers, fashion brands can minimize shipping distances and carbon emissions. This approach optimizes logistics and reduces the environmental impact of long-distance transportation.

2. Reducing waste through smart inventory management

Integrated inventory management systems are crucial in omnichannel setups. They help by accurately forecasting demand and reducing overproduction and excess stock. Waste is also minimized and resources can be used more efficiently.

3. Sustainable packaging and returns

The choice of packaging plays a significant role in the environmental footprint of omnichannel operations. Opting for recyclable or biodegradable materials can significantly reduce waste. Furthermore, efficient returns management can minimize unnecessary shipments, reducing carbon emissions associated with logistics.

Nudie Jeans' sustainability-focused omnichannel strategy

Nudie Jeans has sustainability woven into the core of its business, from the organic cotton used to make its jeans to its industry-leading repair and reuse initiatives. Since 2012, every Nudie Jeans retail store has doubled as a repair shop where customers can drop off damaged denim for free fixes. Whether it’s a broken zipper, button or tear, the in-shop team can mend the denim and return it to customers. 

A key part of Nudie Jeans’ omnichannel approach is ‘Ship-from-Store’, which enables online orders to be fulfilled from physical store inventory. This provides faster and more sustainable delivery by reducing shipping distances. Approximately 30% of online orders are managed by Nudie Jean’s 34 retail stores around the world. 

If a customer places an order on Nudie's online store and lives near one of the brand's Repair Shop stores, that local store will fulfill and ship the order instead of coming from a centralized warehouse. This localized approach to fulfillment significantly reduces Nudie's carbon footprint by reducing shipment mileage while achieving faster delivery times. Customers also have the option to buy online, pickup in-store (BOPIS) as well as  conveniently return or exchange items they’ve purchased online in their nearest store. 

Alongside Centra, Nudie leverages its POS provider, Sitoo to transform its retail locations into micro-fulfillment centres. Sitoo provides real-time visibility into product availability across channels, enabling store associates to easily view online inventory and ship items directly to customers. 

Nudie Jeans’ sustainability-focused omnichannel strategy is the perfect example of how leveraging store inventory for localized fulfillment improves the overall customer experience. Shoppers are happier when they can access the products they want (whether it’s online or in-store) without the frustration of knowing an item is available, but out of reach. 

Prevention is better than cure when it comes to sustainability. Omnichannel strategies naturally drive sustainability in fashion ecommerce, reducing environmental impact while meeting the increasing demand for more eco-friendly options. It’s a win win for growing fashion brands.

For more omnichannel insights, download ‘The Complete Guide to Omnichannel for Growing Fashion Brands’ now.