In response to research that suggests 40% of consumers wear their clothes less than 10 times before throwing them away, Downy devised the 'Wash It Better, Love It Longer' clothing challenge, which tasks people with wearing garments more than 30 times. One of the main reasons that people are so quick to discard pieces of clothing is due to the fact that the styles lose their shape, fade or begin to look worn-in rapidly. To encourage consumers to get more life out of their clothes, Downy suggests investing in high-quality laundry detergent and fabric conditioner.
As well as helping people to get more from their wardrobe by properly caring for their garments, the #30wears clothing challenge will also benefit those who are looking to save money and reduce their environmental impact.
Sustainable Clothing Challenges
Downy's Wash It Better, Love It Longer Promotes Quality Detergent
Trend Themes
1. Quality Detergent - Disruptive innovation opportunity: Develop eco-friendly, high-quality detergents that can extend the lifespan of clothing by maintaining their shape and preventing fading.
2. Sustainable Fashion - Disruptive innovation opportunity: Create innovative sustainable fashion brands that promote long-lasting garments and encourage consumers to adopt the #30wears clothing challenge.
3. Circular Economy - Disruptive innovation opportunity: Establish circular fashion ecosystems that enable clothing recycling, upcycling, and redistribution, reducing waste and extending the lifecycle of garments.
Industry Implications
1. Laundry Detergent Industry - Disruptive innovation opportunity: Develop advanced laundry detergents with specific formulas to maintain garment quality and longevity.
2. Fashion Retail Industry - Disruptive innovation opportunity: Integrate sustainability practices into fashion retail, offering clothing rental services and promoting the longevity of garments.
3. Textile Recycling Industry - Disruptive innovation opportunity: Implement advanced textile recycling technologies to transform discarded clothing into high-quality recycled fibers for creating new clothing.