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.
What do we understand by sustainable fashion?
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.
Principles of sustainable fashion
Some characteristics of sustainable fashion are:
- Conservation and proper use of natural resources that are necessary for the design and manufacture of garments.
- Low ecological impact of the materials used and that they can be recycled.
- Reduction of the carbon footprint.
- Respect for the economic and working conditions of industrial workers, working in decent hygiene conditions, and good pay.
- Promote the social development of the region in which the textile business operates.
- Ensure the duration of the garments and not their disposal that generates contamination.
- Making garments from existing ones (also known as “upcycling”).
Sustainable fashion and marketing
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.
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.
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.