The Good On You app provides trusted ethical brand ratings for more than 1,100 fashion brands. It gives you the power to check on household brand names – from Abercrombie to Mango, from Nike to Zara.
Runs offline: no
Last update: Android 23/04/2017 (v. 2.6) – iOS 21/04/2017 (v. 2.6)
Website of the developer: Good On You
Good On You is an Australian social enterprise created by the charity Ethical Consumers Australia. Its goal is to help you select fashion brands with the most positive impact on the planet, people and animals. Its database is made up of about 1 200 brands, but by the end of 2017 they expect to have more than 5 000.
The app also has a physical store locator of retailers that sell the different brands in countries like Australia, New Zealand or U.S., recommending other brands of sustainable clothing as an alternative. Likewise, it allows you to discover sustainable fashion brands according to your style, ethical preferences and budget. The top rated retailers can offer discounts through the app.
First of all, you have to open a user account. Thus, you can save your favorite brands or receive recommendations in relation to your preferences. Once you have registered, you have the following options:
- Search brand or category/Browse by category, which allows the textual introduction of brands or categories or browse by the different types of clothes and accessories included (bags, pants, shirts, etc.). You can also refine the search based on parameters such as gender, type or price. This Home screen also includes interesting news about sustainable fashion brands and eco fashion.
- Favourites, that allows you to save your favorite brands.
- Offers, where retailers offer their discounts.
- Settings, section in which you can set your preferences (based on which you will receive the recommendations). You can also learn more about the purpose of the app and how it works.
How ratings are obtained
For each fashion brand, three main themes are analyzed:
- People, section that examines policies and practices on child labor, security, freedom of association and wage. It also takes into account the relationships with suppliers and the audits performed by each brand.
- Planet, where the app evaluates the use that brands make of natural resources, energy consumption and carbon emissions produced, also analyzing impacts on water and use of chemicals and the waste management.
- Animals, section that identifies the use of fur, angora, down feather, shearling, karakul and exotic animal skin and hair. Practices such as mulesing, a type of mutilation without anesthesia practiced on sheep as prevention against infections, are also considered.
In the final assessment also it examines whether the brand is taking corrective measures to eradicate the most harmful and damaging activities or whether are falling into negative practices (lack of transparency, for example). The main sources of information are the different entities of certification of sustainable clothing.
Images: screenshots 12/09/2017. © Good On You Pty Ltd.
Consumption habits vary as society evolves and the world of fashion and accessories is no stranger to this transformation, with the emergence of innovative designs and materials, new business models (for example, the shops of recycled or second hand clothing) or modern and disruptive channels of distribution, such as internet purchases. One of these trends, mainly associated to urban population groups, is related to the so-called ethical or sustainable fashion, extension of a way of life where social and environmental awareness have an important weight.
The fashion sector has been in the eye of the hurricane for years, having been object of criticism of all kinds as a result of unsustainable practices related to both the working conditions and the environmental impact. Some brands have even undergone campaigns and boycotts that have finally forced them to modify their production, such as Inditex resignation to use angora on their clothes. But when these public protest actions do not exist or go unnoticed, what information does the street consumer have? How can consumers exercise buying options in line with a specific lifestyle? Mobile apps like Good On You try to remedy the lack of knowledge about many fashion brands, also offering many small businesses a new way of positioning themselves in the market.
Although for the moment the application is not fully operational in many countries, since it does not provide information on where you can physically acquire the products (you always have a digital purchase option for those brands that have this channel), it includes a lot of information on the sustainability of the different companies, which allows the consumer to know what is behind that garment or complement that seeks to buy. The option of rewarding the more sustainable brands with the possibility of establishing offers is also interesting, allowing to gain the loyalty of customers who have opted for this habit of consumption.