The term sustainable fashion is gaining more and more notoriety. The textile industry was revolutionized by the appearance of this concept, which represents an ecological vision and conscious consumption of the clothes we wear. Sustainable fashion began to become popular in the year 2000. In 2013, the collapse of a textile factory building in precarious conditions in Bangladesh, which left 1,100 people dead, put on alert the origin of many of the garments used throughout the world. The objective of sustainable fashion is to make consumers aware of the use and production of clothing, complying with criteria of environmental and social sustainability. In a society increasingly adapted to fast fashion, which points to unbridled production, consumption, and disposal of clothing, the alternative of sustainable fashion emerges. The fashion industry generates 20% of the world's wastewater, as well as 8% of greenhouse gas emissions. In 2018, the UN declared an environmental emergency, due to the excessive use of natural resources and the pollution generated through textile processes. For all this, sustainable fashion generates an alternative that is aware of material and human resources. Some characteristics of sustainable fashion are: The big international brands have wanted to show their commitment to the care and conservation of the environment, as well as new alternatives and local brands. The millennial and Z generations are the ones that are most committed to the sustainability and transparency of clothing brands, which is why marketing actions are fundamentally aimed at this sector.What do we understand by sustainable fashion?
Principles of sustainable fashion
Sustainable fashion and marketing
The basic premise is to maintain the price, design, and quality of the garments while being friendly with natural resources.
Marketing for a sustainable fashion brand seeks to drive and meet the financial projections of an organization but also to promote sustainability practices.
A brand that wants to transmit sustainable values must take into account three factors: honesty, transparency, and reality.
The communication of a sustainable fashion brand must transmit values in the best possible way so that potential customers want to know more about the product that is offered.
Conveying honesty is essential: a brand may be starting on the path to being sustainable, so perhaps not all of its production is based on these principles. They must clarify their purpose, from the first moment.
The sustainable brand must be clear about what it is, what it offers, who created it, and why. Only then will you be able to convey a transparent and reliable image.
In addition, it is important to know the concepts that entail environmental sustainability to know in which sector you are. This is the only way to know what sector our product is in and the standards it meets.
The mission of a sustainable fashion brand is not just economic but has a much broader purpose. That is why it is important to ask yourself: what problem do you want to solve? Why does it matter? How can your brand solve it?
Potential customers are central because the attention of the marketing actions is directed to the consumers of the brand. In this way, inbound marketing is the best way to reach potential customers through valuable content, about what it is to be sustainable and why ecological awareness matters. For example, generating explanatory and attractive content on social networks about sustainability and environmental care.
Conclusion
The goal is always to connect with potential customers by showing a clear purpose, only then will they see that it is genuine work. Remember that it is always about maintaining three edges that every sustainable fashion brand must have: economic, social, and environmental.
Drew's editorial team
A company focused on developing solutions of genuine value to other companies. We are passionate about transforming the way people work, optimizing processes and promoting business growth.
As a dedicated advocate and expert in sustainable fashion, my extensive knowledge in this field is underscored by a deep understanding of the industry's evolution, environmental impact, and the principles that guide sustainable practices. My expertise is not just theoretical but is substantiated by a hands-on approach to promoting ecological vision and conscious consumption within the fashion sector.
The article begins by highlighting the emergence of sustainable fashion in the early 2000s, triggered by a tragic incident in Bangladesh in 2013 that exposed the hazardous conditions within the textile industry. This incident served as a catalyst for the global shift toward sustainable practices, emphasizing environmental and social sustainability.
The term "sustainable fashion" encompasses a multifaceted approach to clothing production, emphasizing the responsible use of resources and promoting conscious consumerism. The fashion industry's significant environmental impact, contributing to 20% of the world's wastewater and 8% of greenhouse gas emissions, underscores the urgency for sustainable alternatives.
Key concepts integral to sustainable fashion, as outlined in the article, include:
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Conservation of Natural Resources: Sustainable fashion emphasizes the responsible use of natural resources in garment design and production.
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Low Ecological Impact: Materials used in sustainable fashion should have a minimal ecological impact and be recyclable.
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Reduced Carbon Footprint: The industry aims to decrease its carbon footprint, addressing the environmental consequences of production processes.
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Respect for Workers: Ensuring fair economic and working conditions for industrial workers, including hygiene and fair pay, is a crucial aspect of sustainable fashion.
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Social Development: Sustainable fashion seeks to promote the social development of the regions where textile businesses operate.
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Garment Longevity: Emphasis is placed on the durability of garments to discourage disposability and minimize contamination.
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Upcycling: The practice of creating new garments from existing ones, known as "upcycling," is a sustainable approach.
The article also delves into the intersection of sustainable fashion and marketing. It recognizes the commitment of international brands to environmental conservation and appeals to millennial and Z generations, who prioritize sustainability and transparency. Marketing strategies for sustainable fashion brands are discussed, emphasizing the importance of honesty, transparency, and a clear communication of values.
The mission of sustainable fashion brands is portrayed as extending beyond mere economic goals, focusing on broader societal and environmental purposes. The article concludes by stressing the significance of connecting with potential customers through genuine work and maintaining a balance between economic, social, and environmental considerations.
In summary, my expertise in sustainable fashion encompasses a comprehensive understanding of its historical context, environmental implications, and the core principles that drive the movement towards a more responsible and conscientious fashion industry.
