Sustainable Clothing Brands: Clothing, as a necessity of life, can often sensitively reflect popular fashion, characteristics of the times, and people’s way of life. Looking at the characteristics of today’s clothing fashion, intelligent, cultural, and sustainable clothing has become the mainstream development trend of the clothing industry. The concept of sustainable clothing brands originated from “sustainable development”. That is, “development that meets the needs of the present without compromising the needs of future generations”. Which stood proposed and prevailed in the discussion of global economic issues, and stood introduced into the fashion discourse system. Began to lead people to discuss the future development of clothing, a high-energy-consuming and labor-intensive industry.

Here are the articles to explain, Discussion on Marketing Strategies of Sustainable Clothing Brands in China

This article presents marketing recommendations for today’s sustainable apparel through a survey of consumer demand preferences for sustainable apparel.

Essay – Research background

With the continuous increase of the world’s population and the escalation of the contradiction between limited natural resources, the issue of sustainable human development has become crucial. As a participant in global fashion, as a populous country in the world and an important base for the garment processing industry, China needs to constantly deal with the contradictions between coordinating the industry environment, ecological balance, and the development of the brand industry. With the rise of people’s economic ability and quality of life, health has become the most frequently discussed topic.

Affected by the topic of health, sustainable clothing is gaining more and more attention from the public. As far as the clothing industry is concerned, it is a development trend to pay attention to ecological protection in the whole process from the introduction of raw materials to further production and processing to the design and sale of waste and reuse. Because the clothing uses green and environmentally friendly materials, it is non-toxic, safe, and recyclable, and it focuses on the protection of human life and health. It has attracted more and more consumers’ attention, and more and more sustainable textile and clothing products have entered the market. market.

Essay Part 01:

Sustainable clothing is becoming the theme and selling point of clothing design, production, and sales. So it is particularly important to study consumer demand preferences and marketing strategies for sustainable clothing brands. The emergence of sustainable clothing is closely related to social and cultural factors. The “post-80s”, “post-90s” and millennials born after the reform and opening up have a higher education level, have a sense of social responsibility and mission, can quickly accept new things and ideas, and have become the main leading group in clothing consumption. Whether at home or abroad, society has always paid a lot of attention to sustainable clothing.

Nowadays, many well-known brands in the world have added the concept of sustainable clothing brands to the design of clothing and began to manufacture clothing with sustainable themes. The PATAGONIA brand stands as an internationally renowned outdoor brand. It is a global leader in the design and marketing of sports functional apparel and lifestyle apparel. For more than 30 years, it has been a leader in the development of manufacturing technology. And the design of environmentally-friendly innovative outdoor products. s position.

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Essay Part 02:

The brand’s environmental protection proposition reflects in the use of organic cotton clothing. And committed to promoting the organic cotton industry. Emphasizing the concept of clean mountaineering and developing products that are durable and do not pollute the environment. Efforts stand made to minimize the adverse impact of in-house production on the natural environment, reduce reliance on non-renewable resources, use renewable wood and paper products in all retail stores and office buildings, and more. The founder of the company also set up an “earth use tax” – donating 10% of profits or 1% of sales every year. Which is one of the model companies in the industry that focuses on promoting environmental protection.

The MANO MAMA brand, established in April 2010, pays attention to inheriting the technical craftsmanship of clothing production. It employs artisans who master the craftsmanship of clothing production. Chooses to use special production machines and equipment that exist almost discontinued in Germany. And selects suppliers of ecological raw materials in Germany for cooperation. The company committed to using organic materials for product processing. Some manufacturing processes such as printing and dyeing, stripes, and folds must also meet various indicators. If there are green ingredients that are not completely environmentally friendly, they will especially note in the introduction.

Essay Part 03:

The concept of sustainable development of the MANO MAMA brand has stood well received by the industry after it stood announced on TV. The future goal of the company is to increase brand awareness, expand the fixed customer base, and increase media publicity not only limited to online media, company We hope to have more room to play in the sustainable clothing market, and under the premise of minimally affecting the social environment, we will manufacture and sell more reasonably priced products for consumers to choose from. REVERB series is a brand launched by Jiangnan Buyi Group. It designs with casual style, genderlessness, regeneration, and agility as the basic concepts.

The brand vision is to turn sustainable fashion into a real reality. REVERB adheres to the attitude of “people-oriented, nature-first”, and produces a responsible and sustainable “Made in China” fashion series, processing. At the same time, it also contains more than 50% of recycled raw materials in synthetic materials. As well as some recyclable fabric components. In production, waste, water, and energy can minimize. Waterless printing technology is one of the key applications. The upgrading of fabrics and accessories is to minimize pollution and waste. Which reflects the distinctive characteristics of the brand and the understanding of future clothing trends. It appears to be tailor-made for people of all who are environmentally conscious, loves life, and pursue art.

Essay Part 04:

The styles are diverse and can freely match. It can use as a fitness dress or as a workplace wear choice. The current main marketing strategy of the REVERB series is to emphasize originality. Brand personality of the brand and running the sustainable brand concept throughout the specific operation. Choose to use the production-specific machinery and equipment. That almost discontinues in Germany and selects suppliers of German ecological raw materials for cooperation. The company commits to using organic materials for product processing. Some manufacturing processes such as printing and dyeing, stripes, and folds must also meet various indicators.

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If there are green ingredients that are not completely environmentally friendly, they will especially note in the introduction. The concept of sustainable development of the MANO MAMA brand has existed well received by the industry since it stood announced on TV. The future goal of the company is to increase brand awareness, expand the fixed customer base, and increase media publicity not only limited to online media, company We hope to have more room to play in the sustainable clothing market, and under the premise of minimally affecting the social environment, we will manufacture and sell more reasonably priced products for consumers to choose from.

Questionnaire design and data analysis

This questionnaire mainly includes two parts: the first part is to understand people’s awareness of sustainable clothing and their preference for sustainable clothing; the second part is to understand the amount of people’s idle clothes and how to deal with them, and put forward people’s awareness of clothing environmental protection importance view. The questionnaire stood distributed online in December 2019, and 102 valid samples stood recovered, women (80%) and men (20%), and the age of the subjects stood concentrated in 18-23 years old (65%) and over 35 years old (35%) age group.

From the results of the data analysis, 35.3% of the respondents have an understanding of sustainable clothing, but they do not fully understand the specific connotation of sustainable clothing, and 26% of the respondents have not heard of sustainable clothing; about sustainable clothing When it comes to purchasing clothing, 67% of the respondents will choose to buy it because of the style and quality of the clothing, 49.5% of the respondents will choose to buy it because of the popularity of the clothing brand, and 11% of the respondents will choose to buy it because of the decoration and decoration of the store. Buy.

Questionnaire part 01:

The survey found that most of the channels consumers expect to buy sustainable clothing are physical stores. 73.3% of the respondents choose physical channels, and the physical store has a stronger sense of direct contact and observation. Experience realize. 56.4% of consumers hope that the price of sustainable clothing is between 200 and 500 yuan. This result may relate to the fact that 2/3 of the respondents in this survey are young people aged 18 to 23; 54.6% of consumers believe that buying ordinary clothing is more expensive.

It is more convenient and quicker, and there are more choices of styles; natural fibers are favored by the subjects. Because of their good air permeability and the characteristics of natural environmental protection. 90.1% of the subjects preferred cotton and linen clothing, and 36.4% of them The subjects preferred silk clothing. Through the survey, it stood found that consumers who existed not interested in sustainable clothing at the beginning were willing to try to buy sustainable clothing without considering the price. 72%, it can see that most people are still willing to try to buy sustainable clothing.

The survey results found that 83.3% of the respondents in the 18-23-year-old group chose to dispose of their idle clothes. While 46.5% of the respondents in the 35-year-old group were willing to choose to give away or donate to dispose of their idle clothes. In addition, the two age groups also have different channels for learning about sustainable clothing. The 18-23-year-old subjects learned more about sustainable clothing from new media such as WeChat public accounts. Brick-and-mortar stores learn more about sustainable clothing;

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Conclusions and Countermeasures

Overall, this survey found that consumers’ understanding of sustainable clothing is not comprehensive enough, and more than half of consumers have heard of sustainable clothing but do not understand or understand but do not fully understand. The survey also found that many consumers mistake sustainable clothing for clothing with some particular protective function (such as anti-ultraviolet, antibacterial, warmth, etc.) or pure natural fibers (such as silk, cotton, linen, wool, etc.), without paying attention to whether the material selection, processing, and other processes of these functional or natural fiber textiles and garments are environmentally friendly.

The popularity of clothing brands also accounts for a large proportion of the decisive factor for consumers to buy sustainable clothing brands. And consumers are chasing after brands more than expected. It can be seen that enterprises should pay attention to the design of clothing styles and the guarantee of quality. At the same time, certain promotional activities may also help enterprises to increase the sales of products. The survey found that consumers expect to buy sustainable clothing in physical stores. And half of the consumers are willing to accept the expected price of sustainable clothing at 200-500 yuan.

Overall, the survey found that more than half of consumers do not have much information about sustainable clothing brands. And the consumption atmosphere of sustainable clothing needs to be improved. The continuous deterioration of the ecological environment, the consumption of energy, and the deforestation of trees. Also, The destruction of vegetation, and the pollution of water bodies. And the discharge of waste has led more and more enterprises to choose green marketing methods. More and more people realize that the deterioration of the environment has gradually affected the quality of life.

Other things

With the popularity of green consumption around, consumers have gradually accepted the concept of green consumption and environmentally sustainable green products, which requires enterprises to To minimize environmental pollution in the process of production and sales. Green marketing should be in line with the long-term interests of environmental protection, and on this basis, meet the needs of consumers as much as possible to obtain profits. However, it is also necessary to correctly handle the coordination relationship between consumer demand, environmental protection, and company interests, to make overall plans. In this way, the green marketing method increases the consideration of two factors, the long-term needs of consumers and the long-term goal of environmental protection, compared with the ordinary marketing mode.

For sustainable clothing, the market can segment from the perspectives of age group, income level, lifestyle, consumer psychology, etc. Because these different factors constitute the different needs of consumers for products. At present, environmental protection issues are more and more appealing to people. People generally care about their healthy quality of life, and green consumption psychology is also increasing. Sustainable clothing brands benefit from the topic of health. Which has become a topic of concern on the road to clothing development. Apparel companies can adopt a variety of product strategies. Such as continuously improving the environmental protection of product packaging, using green non-polluting fabrics, etc.

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