There are plenty of reasons why we advise fashion entrepreneurs to look into ethically manufacturing their clothing designs. First off, supporting ethical fashion production can be a powerful way for up-and-coming fashion entrepreneurs to connect with customers over shared values. Secondly, it's good for the globe and for the global fashion industry. Thirdly, it's easier to do now than ever.
Recent advances in eco-friendly fashion tech have now made it possible for these emerging fashion designers to build a private label clothing line using environmentally-friendly sourcing strategies that don't break the bank. Read on to learn how fashion designers can embrace this global shift to better position their fashion label to customers.
The 411 on Conscious Consumerism
It’s no secret that the fashion industry infamously wastes a lot of products. According to an article from Forbes, the fashion industry generates 4% of the world’s waste, 92 million tons, every year. This calls for a change in fashion, and for conscious consumerism to step up to the plate.
Everything about conscious consumerism — using the power of our purchases to support companies that align with our values — applies to sustainable fashion production and the trend of consumer preferences shifting toward ethical fashion brands.
In this case, the most important questions that fashion designers should ask themselves are: “Who is my main marketing target here?” and "What are my fashion brand's values?"
Customers that put in the energy to research the values and production strategies of the brands they shop will absolutely be the types of people who work hard to live an ethical lifestyle. If you're focusing your marketing strategy on those shoppers who research and shop values driven companies, we recommend producing your clothing line ethically or using sustainable or recycled materials in your fashion production.
Transparency and Sustainability Are Top Priorities
Of course, expanding your fashion line ethically is the number one must-do to break into this industry, but implementing sustainability into your fashion designs is another matter to consider.
Take the Californian brand, Reformation, as an example. This Los Angeles ethical clothing brand not only sells sustainable clothing, but educates its consumers on how to recycle unworn and “out of style” clothing. Because of its success in ethical fashion, Reformation transparently reassures its customers about the impact of recycling their clothing as well as its contribution to saving the environment.
Converting your business to a model that resonates with the conscious consumerism movement will not only help you focus your design and production strategy as a budding fashion designer, but will also help you reach customers who share your values and are willing to pay to make your green their new black.
How are you being ethical and innovative in your own fashion line? Comment down below!