Green Initiatives Impact Fashion
To get an update on the progress the fashion industry is making regarding green initiatives we spoke to Manuela Fassbender at MBF Trend Consulting, Inc. A company that provides trend and design directions for fashion industry clients'.
Manuela says that "green initiatives" began having an impact on the fashion industry about a year and a half ago. Its impact has been broad from small independent designers to large fashion companies like Walmart, H&M, J. Crew, Anvil, and Eileen Fisher – to name a few. "......companies have and will continue to have to re-think how they approach sustainability."
Some companies have made sustainability an inherent element of their brand/collection, taking it upon themselves to include green initiatives in all aspects of their company/brand. Others are offering "green-capsule collections" in addition to their main clothing lines, distinguishing themselves in the market place.
The Este Lauder owned natural beauty brand Origins is a good example of a company “bent on” educating the consumer. They launched a campaign to recycle beauty packaging. They are accepting empty jars, tubes etc. regardless of the manufacturer and then send them to a recycle center – RESUSE, REDUCE, RECYCLE. Walmart – has a green “agenda” that they’re aggressively implementing– looking for endorsement by the public at large.
There’s an “emotional” connection that people make when buying or considering to buy a given brand/collection. Consumers make a connection with the brand spoke-persons – they identify with them and want to be like them. As more of these persons endorse sustainability, the more we will see companies pushing this agenda like Edun, Stella Ms Cartney, etc.
Manuela says "Consumers are becoming aware of what sustainable means and they are beginning to demand accountability such as where, and from what products are made. They are looking for transparency, honestry, and integrity."
Clothing including, eco friendly fashion, must be first and foremost stylish. From a marketing point of view you need to first sell a great design – that the product is eco friendly is a welcomed plus for the consumer. Manuela feels that consumers will spend more money for eco fashion if they understand the benefit. Just because something’s green does not mean it is necessarily expensive, for example -- the H&M garden collection, and American Apparel eco T’s are one dollar more expensive then “standard” T's.
When asked if Manuela sees the fashion industry as a whole “going green” she said that "In the long run they might not have any other option – there’s no doubt in my mind that our environment and that of future generation is at play here. We have to be proactive and take ownership, and understand the consequences of our actions."
Organizations That Support the Fashion Industry
to Become More “Green”
Earth Pledge, Fair Trade Federation, Ethical fashion forum,
Tree Hugger, Eccouterre, Made-By,
Sustainable Materials
• Recycled
• Certified organic materials
• Eco friendly materials been friendly being traceable of less environmental
pollution to conventional materials?
Ethical production:
• Fair trade: Support of trade relationships, which are based on justice in
international trade. This means safety of life, transparency, fair negotiations and
respectful relations with all partners. (FLO certification)
• Labor laws: ILO campaigns to improve opportunities for women and men to
obtain decent and productive work in conditions of freedom, equality, security
and human dignity.
• Craft: Support of traditional craft in the interest of maintaining culture or working
together with local communities to revive or preserve special production
techniques.
• Packaging:
• Is the product packaged with natural / sustainable materials? (Less packaginglower
carbon footprint, shipping coast)
Clothing, Tomorrows Toxins?
Linda Loudermilk, Eco Chic Designer
Green Beauty Products for Your Hair and Skin
Fall Accessories ECO Style and Statements
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Manuela Fassbender
MBF Trend Consulting, Inc.
MBF TrendTalk
2010 Trend Report
The Responsibility Revolution
Eco-Chic
The Fashion Paradox
Silent Spring
Can manufacturers see a return on their investment in sustainability processes?
Absolutely – and perhaps not short-term but there is no doubt – in my mind – that there is a definite return on the investment. Once the investment has been made, facilities are “greened” and run more efficiently, there’s a trickle-across benefit that
includes the consumer, the environment and the manufacturers.
What is “green washing”?
Greenwashing vs. Sustainability
Green washing is the term used when companies use misleading advertising on
products in an environmental context. The company spends more money towards advertising than actually improving their business practices.
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