Ethical fashion compared to a UFO

Did you know that ethical fashion is compared to a U.M.I.?

an Unidentified Marketing Object…

Indeed, a recent study by the French Fashion Institute (IFM) was published in response to the observation that sustainable fashion represents an almost negligible percentage of the textile sector (struggling with its 1% market share). …While responsible consumption is becoming democratized in many sectors such as food, cosmetics, transport, housing (especially with the craze for solar panels...).

According to this study, for consumers, fashion is more synonymous with pleasure, choice, colors and change, in other words, far from the "slow wear" trend… Yet the offering of ethical brands tends to be more and more extensive, sought-after… and even glamorous! Caresse de Soie for example without naming it…

One figure seems to explain the minimal % market share of responsible fashion:
35% of consumers are unaware of the existence of organic and/or fair trade clothing.

A problem of notoriety mainly due to structures not necessarily having the exorbitant budgets of brands like Aubade, Dim… to launch large advertising campaigns. Go compare the impact of free editorial content with national outdoor advertising campaigns Décaux on bus shelters or even TV commercials… !! Similarly, it is difficult for ethical fashion brands to penetrate certain distribution channels, hindering their expansion and the development of their notoriety..

We also find, in terms of the added value of "organic-fair trade" fashion products, a problem of belief... partly caused by the greenwashing done by many companies and the multiplicity of labels… drowning consumers!
….And a real lack of information, sustainable fashion is vague for consumers. For example, they are not aware of the impact of conventional cotton crops with which their clothes are made… or the alternatives available to them in terms of clothing. And finally, the price, which I will not address in this article, is a factor that comes into play in the debate…

Ultimately, who are these people, still too few, who encourage and advocate responsible consumption, even for clothing, of responsible items (9% of those convinced by the responsible textile offer out of 1000 people surveyed in October 2009)?? According to the famous study, the most motivated are, of course, activists, organic consumers, but also mothers concerned about their children's health, and in terms of age, thirty-year-olds are the most aware!

C. A. BIO was the subject of an example of this U.M.I. phenomenon in the women's webmagazine Terra Femina with the testimony of its creator, Cathy Abruzzo. She explains the problem of ethical fashion, which is still little known or misunderstood, and the challenge of making oneself known to unaware consumers… Moreover, in terms of distribution, we have a lot of difficulty penetrating distribution channels such as multi-brand lingerie boutiques…. We are just waiting to be distributed at Galeries Lafayette… alongside prestigious brands….

++ Terra Femina
++ IFM

Séverine