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