For decades apparel, along with most other consumer products, have focused on price. In a market that has been driven by promotions and discounting, finding lower cost suppliers was essential. However in a world where consumers increasingly want better quality, greater sustainability and is trending more towards minimalism and away from extravagance, chasing price could now be the worst decision a company makes, not the best, according to David Horlock, Managing Director of Global Food and retail supply chain. At the British Standards Institute. In an effort to reduce costs Mr. Horlock said some apparel companies change up to 50 percent of their suppliers each year. Compare this to the food industry where the churn is down to 10 percent. <h3><b>An Impossible Goal</b></h3> Trying to chase prices and be more sustainable is often an impossible goal. “We want regenerative agriculture, we want better topsoil, we want better biodiversity, we want better human rights, we want minimum wages and working wages, we want better animal health, we want better traceability - and we want a cheaper price,” Mr. Horlock told <i>Inside Fashion.</i> However, when faced with price pressure suppliers are forced to cut their costs and this ultimately leads to shortcuts, poorer quality materials, and many of the practices that have plagued our supply chains. “If a company can’t make a profit, how can it reinvest in its people, processes, products, ecosystem or the environment?” he said. “Some of the larger brands and retailers already know this. They’re asking their suppliers for ‘open book’. They realize that exploiting the environment to get something cheap means your business just blows up in a number of years. But if you want a sustainable business, which will stand the test of time, and be there in 100 years time, well, then there are no shortcuts,” said Mr. Horlock. There are many brands that are doing a great job with their supply chains but oftentimes they don’t tell that story to the market. <h3><b>Create Your Brand Story</b></h3> Mr. Horlock suggests that brands can use their investment in better quality and more sustainable practices to create a story around their products that then justify to consumers why they should pay a bit more for them. “You want to have that [investment in sustainability] as a value-add and actually build your brand around all the good things you're doing in terms of human rights and environment and biodiversity and ecology and sustainability and the United Nations 17 sustainability development goals. And then wrap that packaging and that meaning behind your product,” said Mr. Horlock. Recognizing the challenges that brands face in becoming more sustainable, he points out that simply by focusing on improving product quality - and thus durability - can help achieve greater sustainability, while also creating greater customer satisfaction and brand loyalty.