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Key areas to consider
Fabrics
Longevity & end of life
Fabrics
The majority of fabrics used for clothes are made from textiles whose production is harming the planet: polyester from fossil fuels, viscose from trees and cotton grown in water-stressed areas. There are exciting new materials for more sustainable fashion.
Returns
Longevity & end of life
Fabrics
The explosion of online shopping has created a 'wear it once and return' culture. With most people ordering clothes with no intention of keeping them all. Influence customer behaviour in your fashion marketing plan and save money at the same time.
Longevity & end of life
Longevity & end of life
Longevity & end of life
Clothes and accessories are often bought based on price rather than quality. They are not made to last and are treated as throw away items with many ending up in landfill. Fashion marketing has ther power to change this approach
Supply chains
Use of chemicals
Longevity & end of life
Fashion supply chains are often complex and the workers at the bottom are usually poorly paid women who work in undignified, often dangerous conditions. Talk about the people you work with in your fashion marketing comms and build trust from your customers.
Overconsumption
Use of chemicals
Use of chemicals
The fashion industry has changed from two collections a year to multiple - some brands have new styles nearly every week. This has put pressure on consumers to keep buying the latest thing. Be mindful of sustainable fashion trends in your content strategy.
Use of chemicals
Use of chemicals
Use of chemicals
Most textiles are made from crops which are sprayed with harmful chemicals like pesticides and insecticides. Other processes such as dying also use chemicals which end up damaging waterways and the wildlife.People have an emotional connection with wildlife and conservation which is a key message of sustainable fashion.
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