{"id":59810,"date":"2022-07-01T15:20:58","date_gmt":"2022-07-01T15:20:58","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=59810"},"modified":"2022-07-01T15:21:25","modified_gmt":"2022-07-01T15:21:25","slug":"farfetch-teams-with-good-on-you","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/farfetch-teams-with-good-on-you\/","title":{"rendered":"Farfetch Teams with ‘Good On You’ Platform to Create More Brand Transparency"},"content":{"rendered":"
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(Photo Illustration by Pavlo Gonchar\/SOPA Images\/LightRocket via Getty Images)<\/figcaption><\/figure>\n

This week, Farfetch<\/a> teamed up with notable sustainability index, Good on You<\/a>, which is a platform that allows shoppers to search a brand within the directory and see its sustainability rating based on its impact on people, animals and the planet, and why the brand got the rating that it did. Farfetch x Good on You has created a platform, called Good Measures<\/a>, which is the first of its kind experience for brands to make a conscious effort to be transparent, while also allowing customers to shop smarter. Good Measures will provide the same services as Good on You, but will work specifically with brands that Farfetch carries.<\/p>\n

The new\u00a0online hub gives brands a complete look at current sustainability ratings across all major issues in fashion, as well as clear guidance on how to progress and connect with expert organizations who can help the brand. Good Measures also provides an <\/span> overall picture of what the brand’s sustainability journey will look like.\u00a0<\/span><\/p>\n

This is not the first step Farfetch has taken in terms of sustainability. The luxury retailer created a space titled, “Positively Farfetch<\/a>,” which allows customers to shop vintage and pre-loved items, while also being able to sell, donate, and repair the items they no longer want.<\/p>\n

If the brands get a high enough rating, it will qualify them for\u00a0the Farfetch Conscious Collection<\/a>.<\/p>\n

Thomas Berry, Senior Director of Sustainable Business of Farfetch, said in a press release, “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.” He added, “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.\u201d<\/p>\n

The co-founder of Good on You, Sandra Capponi, said in the same release,“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.” She continued, “By helping brands be more transparent about their progress, we’re empowering consumers to make better choices.”<\/span><\/p>\n

Transparency is key in the fight for a more sustainable fashion industry. As stated in the release, “Sustainability is challenging for brands of any size to navigate,” and it looks like Farfetch is taking a step in the right direction.<\/span><\/p>\n

Check out a special July 4 issue of <\/b><\/em>GRAZIA Gazette: Hamptons for the latest fashion news, exclusive celebrity interviews, and long reads perfect for a day at the beach:<\/em><\/b><\/p>\n

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