If they achieve a high enough rating, they will qualify for the Farfetch Conscious Collection. Good Measures is grounded in Good On You's sustainability rating system, which measures how individual brands impact people, the planet, and animals. The system collates information from over 500 data points such as independent standards and certifications; third-party indices; and brands' own public reporting. Thomas Berry, senior director of sustainable business at Farfetch, said: "One of the aims of our Positively Farfetch strategy is to enable the brands we work with to make progress on sustainability and, ultimately, to help our customers to make positive choices. "Our recent Conscious Luxury Trends report highlights the rapid increase in consumer interest in Conscious products and Good Measures will help our brand partners become more sustainable and also take advantage of these positive consumer demands."