We’ve heard a lot over the years about the benefits of organic clothing and sustainable fashion for consumers and for the environment. These days consumers have more choice and easier access to organic products, and what was once a small niche market has blossomed into a diverse world of environmentally-friendly and socially-responsible purchasing choices. As the sector grows and our options grow along with it, those benefits continue to expand. For this exciting upward spiral to continue, we need more and bigger companies to get on board. But what’s in it for them?
We believe that organic clothing is a win-win proposition for customers and companies alike. By adding organic fashion to their existing clothing lines, mainstream companies will gain:
Access to a new customer base
A report conducted last year by Ryan Partnership Chicago/Mambo Sprouts Marketing found that consumers are increasingly seeking access to sustainable eco-fashion, but found themselves limited by availability. Customers said that they would like to be able to purchase organic clothing from mainstream retailers, but it just wasn’t available in the stores where they usually shop. This indicates a huge, immediate growth opportunity for companies to reach out to an untapped market looking for environmentally-friendly fashion that’s easy to find.
A boost in consumer confidence
Consumer awareness of environmental and social issues continues to grow each year. Education and marketing focused on green living is making a huge impact on the way people shop. They research, read labels, and go out of their way to put their purchasing power to work for causes they believe in. On some level, there is a higher status attached to consuming environmentally-friendly merchandise, but there’s also a strong sense that organic clothing offers value for money. Not only does buying organic make consumers feel better about themselves, they are attracted to the health benefits of clothing processed without chemicals, and they like the fact that organic products wear better and last longer.
A reputation as leaders in corporate responsibility
Establishing a reputation as a company committed to the values of sustainability and eco-friendly action gives a brand a reason to stand out from the crowd and helps them build closer relationships with their customers. Organic clothing lines give companies ways to demonstrate their commitment to waste reduction and environmental responsibility. A few examples:
- Many industrial by-products of organic materials can be used and recycled in new ways to lessen environmental impact even more. For example, soy fibers for organic soy fabric are made from the leftover hulls of soybeans used in tofu production while tencel fiber is made of recycled wood cellulose.
- A lack of harsh chemicals in the processing of organic clothing reduces hazardous waste.
- Designers interested in sustainable and organic fashion are establishing new techniques to reduce the fabric wastage endemic throughout the garment industry, cutting down what goes to the landfill.
An environmentally-responsible company inspires trust and brand loyalty, as customers feel warmly towards companies that demonstrate concern for the planet. As interest in organic fashion continues to soar, we’re looking forward to new options and inspiring choices from our favorite mainstream retailers.
This post was written on behalf of ASOS. As a mainstream, online retailer, ASOS is leading the eco-friendly movement with their Green Room, which is dedicated to fashion and accessory collections that are ethical and eco-conscious.