Key Shifts in Retail | Ultra Transparency: from Niche & Exclusive to Interrogative & Informative
Traditionally, quality in retail has been framed in terms of exclusivity. Boutique settings, artisanal expertise, handmade products and independent, specialist retailers have helped to signal this to consumers.
This is beginning to change, with exclusivity making way for transparency as a sign of premium quality. Retailers are opting for ultra-transparency, sharing details about product supply chains, while new systems like blockchain make processes trackable and traceable.
Key Examples:
During Fashion Revolution Week in April 2019, H&M launched a new initiative allowing online shoppers to access the names of suppliers, location of production and number of factory workers involved in the creation of each garment. This information is also accessible in store via the H&M app.
DTC retailer Everlane’s USP is “Radical Transparency”. The brand has an ethical, sustainable manufacturing process and total transparency in costs, allowing customers to see exactly where every cent of their purchase has gone.
Dublin-based IdentiGEN has partnered with Marks & Spencer in the UK, and Tyson Foods in the US, allowing them to use DNA Traceability technology to demonstrate the provenance of their meat products on the shop floor.
