Rank a Brand shows how transparent, green and fair 200 fashion brands are.
Rank a Brand researched the Corporate Social Responsibility (CSR) policies demonstrated on the websites of 200 fashion brands. The Internet start-up organization found that 50% of these brands report on the issues of labour conditions/human rights, environment and climate change.
High-end designer brands such as Hugo Boss, Gucci and Prada are lagging behind. Large, more medium range retailers show a more positive trend, Hennes & Mauritz and Zara are leading here.
The top ranked brands are almost always members of joint initiatives such as ETI, Made By or Fair Wear Foundation.
One leading market trend in the past years has been that consumers want to buy more ethical products. But the role of consumers has never ripened according to Rank a Brand founder Niels Oskam: “Walk through a shopping street in your hometown. How do you know which brands are greener than others? That information has simply never been available and consumers never had a real choice”.
And that is what Rank a Brand wants to change. Volunteers that have been trained as rankers go through websites of brands on a daily basis in search of CSR information. This information is analyzed on the basis of a questionnaire for the themes labour conditions/Human Rights; environment and climate change, and calculated into an end score for every brand.
About Rank a Brand
Rank a Brand is an international non-governmental organization located in Amsterdam, the Netherlands. Its mission is to promote an economically, ecologically, socially fair and sustainable world.
The brands are ranked according to the requests sent in by the visitors of the Rank a Brand website. Rank a Brand just started in the Netherlands, so the selection of brands currently ranked largely represents the Dutch market. Nevertheless, many of these brands are available on a global level.
The score profiles of these global brands are also visible when you visit RankaBrand.com from other Western European and North American countries.