The material on this website is for information only
and is not intended as any recommendation or endorsement of any products or companies mentioned. We are not licensed by the FSA to give financial advice, and none of the material on this website constitutes or is intended to constitute financial ...
MoneyWeekIncome investors take heart – there's still money to be madeMoneyWeekIn this week's MoneyWeek magazine, we look at how income-focused investors can make money in a world of flat-lining interest rates; Merryn talks to economist and commentator George Magnus about China; and Natalie Stanton explains how to stop rogue ...
AOL UKGrab the best deal on your holiday moneyAOL UKApply for your overseas credit card now as it usually takes a couple of weeks for you to receive your card once you have been accepted. If you're unsure whether or not you are likely to be accepted for a credit card, use the MoneySuperMarket Smart ...
G7 leaders say Brexit would be a 'serious risk to global growth' and hurt trade, investment and jobsThis is MoneyPut together by leaders of the UK, US, Japan, Germany, France, Italy and Canada, the declaration said: 'UK exit from the EU would reverse the trend toward greater global trade, investment and the jobs they create and is a further serious risk to growth.'.and more » (blog)Money digest: today's need-to-know financial (blog) reports that the mortgage price war has flared up again to produce the cheapest home loan on the market. Yorkshire Building Society has launched a two-year fix at just 1.14 per cent. The deal requires a 35 per cent deposit and comes ...House prices in Britain's biggest cities see double-digit growth but Brexit would trigger slowdown in sales, claims ...This is Moneyall 8 news articles »
Financial TimesTreasury warns Brexit would erode state pensionFT AdviserRain Newton-Smith, CBI economics director, said all pension schemes benefit when funds can be invested across a stable, growing economy, to best support people in their retirement years. “Any financial market turmoil caused by a Brexit is likely to ...How will Brexit affect expats?Interactive Investorall 149 news articles »
Have you met...
Latest Members:





Tania Bae




Model Thinking: The Economic Benefits of Eco Fashion

After speaking to many of the 28 Eco Designers at London Fashion Week, I felt the 'Slow Fashion' movement could benefit from publicity as money saving for individuals - buying fewer clothes, perhaps at slightly higher prices, that last much longer and therefore save people money in the long term.

Many of the 28 Eco Designers within the Estethica Exhibition at London Fashion Week mentioned the term ‘slow fashion’ during our impromptu interviews. The slow fashion movement aims to slow down the fast turnover of clothing in the retail industry, reducing clothing waste to landfill, and moving towards eco friendly clothing that lasts more than one or two fashion seasons. Men’s suits are a good example of slow fashion; you can wear the same smart jacket 15 times and remain fashionable, as long as you wash it occasionally.

catwalk_model_100.gifIf there’s one thing I’ve learned from my experience in the environmental sector, it is to never forget the accepted and astonishingly simple model of sustainability. That model is portrayed by 3 interlinking ‘Olympic’ circles of sustainability: Environmental, Economic and Social. The central area where these 3 circles interlink is where true sustainability occurs. I’m yet to find an example where this model of thinking is not helpful.

I’d say the Eco Designers are all pretty sorted on the Environmental circle. Their eco clothing features organic cotton, recycled and up-cycled materials, pesticides free, etc. On the Social circle, a few of them quite rightly said the phrase ‘Fashion First’ – there’s no point being eco if no one wants to buy their clothes to look good for social occasions.

But what about the Economic circle? While some of the designers highlighted that slow fashion can save consumers money in the long term, my feeling was that this was not emphasised enough in their advertising strategies. Perhaps it’s the very labels eco, ethical or sustainable fashion themselves. These terms appeal to an altruistic sensibility that may make existing consumers feel good about wearing their clothes, but not necessarily reach new audiences concerned with economic self preservation during a recession.

If PR based on eco, ethical or sustainable fashion is preaching to the converted, how do they reach new customers?

As an environmentalist I’ve learnt to emphasise the economic and social benefits more than the environmental. Try emphasising your clothes as durable in your advertising, saving people money because they won’t need to buy new ones next year. If you make full use of all waste materials, try advertising this as efficiency and a means of keeping your costs low. If your materials are sourced within the UK, that’s a benefit primarily to the consumer who doesn’t have to ultimately foot the bill for the ‘fashion miles’ of flying materials around the world; the secondary benefit is reduced climate change.

Some of the designers were already using this model in their PR. I hope more Eco Designers benefit from this model of thinking. 

Atul Srivastava
Eco Expert
Follow me each day on Twitter:

Advertise with us  |  Privacy  |  Terms & Copyright                                                                                     Website maintained by USP Networks