Reiss will use AI to verify its green claims to help give customers total confidence that the fashion retailer is sourcing responsibly.
The brand has launched a partnership with AI powered verification platform Compare Ethics, which evaluates and ranks the quality of green claims against regulatory requirements, and offers actionable steps to businesses to achieve full compliance.
It will verify between 3 to 14 data points for each sustainability claim made by the business, ensuring compliance to all regulations and reducing internal workload.
Reiss chief customer officer Sally-Anne Newson said: “At Reiss, we are dedicated to embodying sustainable practices in every aspect of our business.
“Working with Compare Ethics means we can communicate our responsible sourcing achievements to our customers with total confidence and demonstrate our progress within responsible sourcing and ESG. We are delighted to be working with the organisation to verify our green claims.”
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Compare Ethics CEO Abbie Morris added: “Complying with sustainability regulations is no small feat due to the time, cost, and complexity of verifying all environmental claims and the fact that requirements often vary significantly across jurisdictions.
“Our platform offers a way for retail businesses to quickly get the knowledge and expertise they need. We look forward to working with the in-house teams at Reiss this year as the organisation starts to scale its claims in line with the Green Claims Code.”
Reiss’ move comes as retailers face increasing scrutiny over greenwashing, with the CMA carrying out an investigation into whether sustainable claims made by fashion chains including Asos, Boohoo and George at Asda were misleading customers.
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