Organic Mania Spreads To Clothing
Gen Y and Millennials, who represent about $520 billion in buying power, are including clothing in their organic purchases, MediaPost reports.
Iconoculture has turned up four distinct shopping types: the Living Green consumer, who has embraced the whole concept of the environmental lifestyle and is driven by dedication, purity and awareness; the Core Fashionista who is rethinking and redefining her sense of style and eco-chic; the Walking Green consumers, trend followers who want to belong to a greater community; and the Spending Green profile, the shopper who connotes buying green with luxury.
Eventually, Casasus says, as consumers become more educated about the complexities of the garment business, they will begin to demand the same level of transparency from clothing companies that they now expect from food.
It’s not just companies like Nau and Indigenous Designs that are going after these consumers. Perry Ellis has introduced a line of ecofriendly outdoor garments that will include pants and shirts of organic cotton and Gap recently introduced its Organic Cotton T-shirt for men.
“Even mainstream retailers are weaving green into their overall merchandise,” David Wigder, SVP of Digitas and author of Marketing Green, says. “Moreover, as their cost drops over time, more sustainable fabrics will naturally be included in mainstream clothing.”
But marketing organic clothing is new ground. the UK’s Advertising Standards Authority banned a campaign for Cotton USA for making misleading claims promoting the material as sustainable
Energy Manager News
- Price of Carbon Credits Rises In Europe, Which is a Good Thing
- Iowa Utilities Get Pushback on Plans for Higher Rooftop Solar Rates
- Driving Energy Efficiency in Leased Commercial Space is Complicated – and Worthwhile
- Will Co-Firing Natural Gas and Coal Meet Clean Power Plan Standards?
- Pitkin County (CO) Looks for Solar Opportunities
- Solar Panels Working as Promised for Iowa Company
- China and India: Doing the Unimaginable to Address Climate Change
- Maine Solar Bill That Advocates Claim Could Save $100M Is Vetoed by Governor LePage