The branding of ethical fashion and the consumer

Beard’s Assessment of the Branding and Marketing of Eco-Friendly Fashion

Beard (447) assesses the branding and marketing of today’s eco-friendly fashion to consumers. Green fashion or ethical fashion brands confront numerous hurdles, such as market competition from other brands. As a result, companies who make and sell eco-friendly clothing must have a practical and achievable business strategy. To allow for their promotion, the incentives and initiatives utilized in branding and marketing must be fair. This study summarizes the primary influences on ethical fashion.

Advertising Strategies for Eco-Friendly Fashion Brands

To advertise these fashion labels to customers, many branding and promotional strategies are applied. Marketers juxtapose today’s consumer behaviour against the promotional dilemma and the manifestation of how the fashion brands promote the ethical credential to the public. It is noted that only a few firms feel the necessity to advertise their eco-friendly fashion brands.

Challenges in Demonstrating Ethical Fashion Brands

In today’s world, the practical demonstration of branding and promotion does not have any real meaning. It is embedded and is not clear to both the vendor and the customers. When marketing, the sellers do not explain the chain of supply well. They do not inform the consumers about the correct garment used in clothing. For example, they might inform the customers that dress is made of pure cotton while in reality, it isn’t.

Consideration of Lifestyle and Societal Indicators in Branding and Marketing

The lifestyle and societal indicators are important aspects considered when branding and marketing of eco-friendly fashion brands. The industrialists should consider the lifestyle of the consumers and thus make products that suit it. Some of the societal indicators such as ethics and the environment must also be considered. The fashion brands made should be according to the society’s way of living and must be environmentally friendly. The consumers should be comfortable with the trend fashion, and it should be easy to dispose of. Eco-fashions can be recycled or resold back at the thrift shops.

Effective Branding and Marketing Strategies for Eco-Fashion

Branding and marketing of eco fashion can be done in various ways such as advertising them using a celebrity personal as the eco-fashion ambassador. This is highly relevant, and it leads to improved sales. Secondly, the manufacturers should be authentically and transparent as the consumer will always what to know when, how and where is the clothing manufactured and sourced. With all this understanding the promoter will be able to explain to the consumers with confidence, therefore, promoting the sales. The brands must ensure that their products are beyond aesthetics when marketing and branding. The following example is an example of a fashion ambassador promoting a product.

(Wolf, 2017)

Challenges and Exploitation in the Rise of Ethical Fashion

The rise of ethical fashion has also brought many challenges like exploitation of human resources. In comparison to niche fashion, eco-fashions area bit high in the prices. Therefore, the consumers view it as an exploitation of their resources. This makes it hard to brand and promote them. The development of eco fashion has resulted in working force or human resource being wiped out. For example, the increase in the use of eco-friendly bags to replace plastic bags has made it sure that most of the plastic bags company remain closed, and therefore the workforce being wiped out.

Work Cited

Beard, Nathaniel D. “The branding of ethical fashion and the consumer: A luxury niche or mass-market reality?” The Journal of Dress, Body and Culture, vol. 12, no. 4, 2008, pp. 447-467.

Wolf, Cam. ”Rapper Lil Yachty Is Nautica’s New Creative Designer.” Lost Names, Racked, 6 Jan. 2017, www.racked.com/2017/1/6/14195220/nautica-lil-yachty-creative- designer. Accessed 9 Apr. 2017.