Industry Insights
How Digital Twins Can Help Fashion Retailers Avoid Greenwashing
Fashion’s greenwashing problem goes beyond fabrics and fast fashion. While brands like ASOS, H&M and Zara promote eco-labels and carbon-neutral shipping, the unseen emissions from warehouses, fulfilment centres and stores remain some of the industry’s biggest contributors. Digital twins offer a way forward. By creating a living replica of a building, Twinview enables retailers to track energy use and emissions in real time, optimise performance and automate reporting with data that can withstand scrutiny. The result is measurable progress, not just marketing claims. With regulators in the UK, EU and US cracking down on vague sustainability pledges, brands need more than promises. Twinview links operational performance to ESG goals, improves efficiency across sites and gives retailers the credibility to prove impact where it matters most.
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