Sustainable Fashion, True or False?
The world is turning into an organic place. It seems that we rebel human beings have finally noticed all the missed calls from mother nature, staring to get back to her producing more harmless goods. It’s true that much many of these green initiatives don’t come from the true love for the planet but for strategical branding reasons. But does it really matters? Are we searching for intentions or actions?
Nowadays an organic label is a strong sales argument, as clients are actually starting to read labels before purchasing their items. Little by little, they are paying more attention to details about the production and the composition of goods. A more conscious and careless consumer is born, and within this new generation of clients representing a potential market: there it comes an upcoming business.
In marketing, the “customer value proposition” consists of the total of benefits that a vendor promises in return for the customer payment. These days people are shopping green. Being ecological is a trend, so companies targeting their products as bio-items are fishing in abundant waters. Organic vegetables, organic meat, organic chemicals, organic fabrics, organic make up, organic hair dying.
But be careful, today there are fakes for everything and even in this trade we have false eco-providers operating. When buying organic, be sure of checking out that you are getting really environmental friendly products by looking at governmental certifications. In fashion, it is a bit more complicated as it doesn’t exist an official coding about ambientalist clothing. Anyway, there are certain behaviours shared among green fashion companies, starting from the limitation of every stage of the manufacturing process from weaving to dyeing, transportation, and packaging. Controlling the amount of these practices means controlling negative impacts on natural resources as well as abuses on human resources.
The fashion industry is one of the most contaminating ones, so heading to natural goods instead of synthetic fibres always helps the planet. Eliminate your polyester jumper globally produced at a massive factory and take a handmade cashmere cardigan; prefer a cashmere scarf instead of an acrylic wool stole. This way, you will be also protecting small regional manufacturers, a part from wearing high quality garments that last more than one season. Go green by being a more sensible fashion lover.
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