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February 11, 2022updated 16 Feb 2022 7:59am

Klarna spotlights sustainable apparel with Good On You

Retail bank Klarna has partnered with Good On You to highlight sustainable apparel to consumers, helping them to make informed shopping decisions.

By Fi Forrest

Klarna has launched its first set of ongoing shoppable Sustainable Collections in its app in partnership with Good On You, a sustainability rating platform for fashion brands.

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The retail bank says the collections will bring greater transparency about sustainable apparel to consumers, helping them to discover and make informed shopping decisions with actionable insights.  

Evaluating 500-plus data points, Good On You assesses the most critical social and environmental issues facing the fashion industry today to evaluate a brand’s impact on people, the planet, and animals—rating each brand on a five-point scale ranging from “We Avoid” to “Great.”

The first set of collections feature 23 clothing brands, including Asket, Pangaia, Lucy & Yak, Mara Hoffman, and Nudie Jeans. All of the brands included in Klarna’s Sustainable Collections today and in the future will have received top scores from Good On You for their sustainability track records.

The co-founder of clothing brand Lucy and Yak, Lucy Greenwood, explains: “There are always ways in which we can learn about how we can protect our environment, and we appreciate the work being done by Klarna and Good On You to make shopping more sustainable from a financial and an environmental perspective.”

To inspire consumers across shopping verticals, the Klarna App curates a variety of shoppable collections which can be accessed from the homepage of the app. This includes Klarna’s Sustainable Collections, where users can now tap through to browse and shop the featured products. 

The collections follow the launch of Klarna’s carbon emissions tracker last year, said to be one of the largest awareness-raising efforts on carbon footprints based on consumer reach, to introduce CO2 data on a worldwide scale and provide shoppers with an average kgCO2 value for each purchase. This year, Klarna plans to expand the tracker to include CO2 emissions at the product level, enabling like-for-like comparisons on specific items.

The Sustainable Collections represent a further step by Klarna to provide consumers with insights and shopping inspiration for environmentally and ethically friendly apparel, leveraging Klarna’s consumer reach to bring greater awareness to top-rated clothing brands. 

“Our vision is to empower consumers to vote with their wallets to enact change. As a first step, we gave users insights into the environmental impact of their shopping with our CO2 tracker. Now, we are giving consumers powerful tools to act on this knowledge and inform their shopping choices,” says David Sandström, chief marketing officer at Klarna “As leaders in sustainability-driven insights, Good On You make for an excellent addition to the Klarna App, helping our consumers discover ethically conscious brands and empowering them to make a real impact.”

Kathy Kearns, head of enterprise at Good On You, adds: “The fashion industry urgently needs to make progress to address its impacts on people and the planet. At Good On You, we believe that shoppers have significant power to hold brands accountable, but with pervasive greenwashing, it can be challenging for consumers to see through all the sustainability spin. Klarna shares our vision for making insights about sustainable fashion more accessible to consumers so that they can make more informed purchasing decisions. Today’s launch of the Sustainable Collections will help even more consumers around the world better understand the impacts of brands so that they can shop mindfully with confidence.”

Klarna’s Sustainable Collections are live in the Klarna app now. The first set of collections are available to shop now in the US, Sweden and Germany until the end of April. New sets of Sustainable Collections will be launched throughout the rest of 2022 and will also extend to more regions. 

Good On You recently partnered with premier fashion outlet marketplace Otrium to give members more information on the brands that go the extra mile on sustainability – with a focus on people, planet and animal welfare.

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Free Report
img

How can brands navigate the post-COVID-19 Apparel market?

In 2021, the Global Apparel market remained at 3% below pre-pandemic levels, with Europe and LATAM lagging behind. If they want to see full recovery, brands must look ahead. GlobalData is therefore offering this free report, Future of the Apparel Market Post Pandemic, to assist companies in adapting to the future market. This report explores the following topics:
  • Latest forecasts for the online apparel market out to 2025
  • How different regions and categories will perform, including which regions are lagging behind and which are performing at pre-pandemic levels
  • Which categories within the Apparel market are displaying resilience
  • Which brands are driving online spending
  • Impact of inflation on the Global Apparel market
  • What the biggest trends are that apparel businesses must adopt to succeed
Read our report on the Future of the Apparel Market Post Pandemic to gain valuable insights on how to best position your brand in a post-COVID-19 world.
by GlobalData
Enter your details here to receive your free Report.

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