More and more consumers are researching clothing companies prior to purchasing anything from their store or online site. The internet has made it easy for consumers to find out details of many retail brands. Where the clothing is sourced from and how it is made are now key components in a future consumer’s decision when it comes to choosing a retail brand. Brands that produce ethical clothing are profitable if the brand is marketed the correct way towards younger and older generations.
Find the right price point
Purchasing material from ethical sources costs more for the brand thus creating a higher price point. While over sixty percent of the Millennial generation wants fashion to move forward with ethical material and labor, only thirty percent of these consumers can or are willing to pay for the higher price. What does that mean for ethical clothing brands? Finding the right price point. Target a specific audience that has the means to pay for ethical fashion and focus the market towards that group. Older millennials and gen x have more income than the younger generations. Marketing towards those groups, as opposed to gen z, will raise the profit margin and ensure a brand is profitable while supporting ethical fashion.
Use social media
Social media is a must-have tool for marketing any type of brand or product. Fashion companies that are helping, like H&M, have launched an entire brand in their store that is fully ethically made and sourced. The fashion giant uses social media pages such as Instagram, Facebook, and TikTok to showcase its ethically sourced brand to a variety of consumers all at once. Consider using a variety of social media platforms instead of cookie-based ads on websites, since those are about to become completely extinct by 2022. Social media is also extremely useful when fashion companies use it for altruistic purposes. Nowadays, a growing number of fashion moguls recognize the importance of helping the community in various ways, and social media is one of the top ways to get the word out.
Collaborate with influencers
Ninety percent of businesses use influencer marketing for their branding. Ethical fashion is a hot topic across three of the youngest generations, and many influencers fall into the bottom two age groups. Partnering with a well-known influencer that has spoken about ethical fashion or promoted ethical fashion is by far the best way to cross-generation market a new or re-vamped clothing brand. Influencers typically have multiple social media accounts that give a variety of marketing tactics to choose from.
Ethical fashion is not going away any time soon. The age of information has given consumers more power to research brands before buying. No longer is the fashion industry dominated by big-name brands who have been standing for decades. Providing consumers with ethically sourced and made fashion will take a bit more money, but in the long run, it will be extremely lucrative. With social media and influencer marketing continuing to rise in popularity, taking the leap into ethical fashion and new marketing tactics will make new brands stand out among the rest.
