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 ...
News
Mirror.co.ukMillions of families living in 'extreme debt' as loan costs spiral and wages are squeezedMirror.co.ukA second report shows one in every six adults – more than eight million – owe money on things other than a mortgage. It found 3.2million households have now plunged into “problem debt”, where a quarter of their entire income goes on interest and ...
The SunWoman who's been travelling the world for FIVE YEARS reveals the secret behind how she affords itThe SunA WOMAN who has been travelling around the world for FIVE YEARS has revealed the secret to how she manages to afford her jet set lifestyle. Nina Ragusa, now 31, from Florida, America, departed for Bangkok, Thailand a month before her 26th birthday ...
WinBetaCapital One: Windows phones need 10% market share in the UK for us to bring an app to the platformWinBetaCapital One is a large bank in the United States, as well as being a significant credit card provider in Europe, particularly the United Kingdom. However, for those of us used to managing our money through mobile apps provided by banks, which are ...and more »
Telegraph.co.ukHelp to Buy Isa bonus: buyers had no idea it wasn't for a depositTelegraph.co.ukUsing the money to reduce the size of a mortgage at completion is less valuable. Help to Buy Isas were warmly welcomed as a way to help first time buyers amass a deposit. The accounts allow savers to deposit £1,200 in the first month and contribute a ...Help to Buy Isa: how the bonus payment really worksWhich?all 3 news articles »
Telegraph.co.ukGeorge Osborne's legacy of botched and half-baked taxesTelegraph.co.ukBecause the house had a mortgage on it, the transfer was subject to stamp duty, even though it was a gift within marriage. Before the transfer Mrs Ahmed didn't own ... The move was greeted with delight from predictable voices on the left, who foolishly ...and more »
Have you met...
Latest Members:


reda21


hannamarin


nermine


ahmed


planckster


0552037117


devdeep

 

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
www.ecoexpert.tv
Follow me each day on Twitter: http://twitter.com/ecoexperttv

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