Sustainable fashion strategy for eco-friendly fashion

 

Over the past few decades, a global movement has emerged to demand environmentally sustainable products, and the trend of Sustainable fashion strategy is one of the most important trends at the moment, due to the alerting of societies and scientists to the negative impact of frequent consumption of raw materials on the environment and the planet, however, does not meet all companies selling fashion products. Sustainable fashion strategy has increased pressure on the clothing and fashion sectors, imposing restrictions on these large companies that may only be interested in making profits, and in return, some companies in the fashion industry are interested in sustainability as a major issue and are making intensive efforts to integrate them into their marketing strategies.

For consumers, the knowledge and interest of most of them in the concept of sustainability is still limited, and in addition, there is a lack of serious scientific research on sustainable knowledge in the fashion industry, particularly given its importance in this area.

 

The concept of sustainable fashion:

Sustainable fashion strategy aims to design and manufacture products with interest in people and communities as well as reduce the impact on the environment, by focusing on the social and environmental impact of fashion, improving working conditions for workers, for example, H&M's growth strategy focuses on introducing a new range of clothing manufactured from sustainable materials to reduce carbon emissions on the environment and increase its commercial presence in the sustainable fashion clothing market, and government initiatives are expected to grow these markets.

According to a recent Unilever study and Sustainable fashion strategy, sustainability issues are increasingly affecting marketing decisions, with 21% of clothing shoppers supporting brands that care about sustainability aspects by marketing, packaging, and packaging their products.

Sustainable fashion marketing difficulties:

However, research suggests that it is not always easy to market environmentally-friendly fashion, with one study finding that 20.2% of consumers say they will refuse to pay more for sustainable clothing, while 17.5% of consumers pointed to the lack of Sustainable fashion strategy products for diversity in choices and 18.8% indicated the difficulty of finding environmentally-friendly fashion products in the first place.

The role of the media in introducing sustainable fashion:

Media platforms and social media play a central role in educating consumers about Sustainable fashion strategy, with social media being one of the most important tools for fashion companies to share brand stories and create online gatherings to sell/buy these products.

While carrying out these activities, many fashion designers use these platforms to raise awareness of ethical issues in fashion and even promote fundraising campaigns to support the sustainable fashion industry, and many bloggers are increasingly focusing on fashion bloggers, and as a result of this activity, searches for "Sustainable fashion strategy" in 2019 more than three times compared to 2016, and this trend is expected to continue to grow in the coming times as increased awareness will prompt shoppers to follow the concept of sustainable fashion and lead the market in the coming years.