Eco-fashion as a cure for the crisis
22.07.2015 13512

Eco-fashion as a cure for the crisis

Eco-friendly fashion has long been making its way onto store shelves. Of course, her business is most successful abroad, where ecological footwear is now present in the collections of brands of all segments - from luxury Gucci Sustainable Soles and Stella McCartney, mid-sized Picolinos, sports Nike, Puma, Adidas and to mass H&M. The new niche has piled up businesses for many innovative companies such as OAT, which makes biodegradable running shoes, Italian designer Andrea Verdura who made the name for running shoes made from recycled tires, British inventor of bio-ballet shoes Afterheels Michael Stead and many other eco-fashion techies.

It is generally accepted that the idea of ​​conscious consumption in Russia will not soon capture the masses, and the crisis does push this perspective forward for a longer period.

Daria Yadernaya, CEO of Y-Consulting, on the contrary, believes that it is during the crisis that promotion in the context of eco-fashion can play into the hands of retailers. “We are used to underestimating the client and believe that he is only chasing low prices, so we lure him into a price trap and we fall into it ourselves,” explains Daria. “But what if you play on another?” The crisis is a depressing time for the consumer, he thinks about values, how he lives - and he also thinks about overconsumption. But if retailers show him that he makes a contribution to a useful business by buying “environmentally conscious” fashion products, then he can please himself with purchases in a period of panic and sadness, and feel that in difficult times he can even support someone else and all the more to contribute to solving the global problems of mankind, which are more acute and painful as their own in a crisis. ”

Another advantage of “green fashion” in the era of instability is that it has a calming effect on customers who are in a state of tension and aggression during the crisis. Broadcasting the idea of ​​restoring internal harmony in the metropolis, the Metropolis shopping and entertainment center recently held the monthly Metropolis Green Weeks eco-fashion festival.

“We welcome and support a healthy lifestyle, rational consumption, and an eco-friendly approach to fashion. For us, this is not a momentary trend, but a philosophy of life that we share, ”said Luc Mougel, CEO of Metropolis. - Therefore, as part of the festival, we decided to organize a program of educational lectures and master classes. Our experts told visitors how to live in a metropolis in harmony with themselves and the environment. ”

Eco-friendly fashion has long been breaking its permanent place on store shelves.
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