Consumers are expected to be more aware of the environmental and social issues in society and governance, leading the brands to address those concerns.

In 2023, the EU discussed about 16 divisions of legislation directly related to the textile and fashion industry which will be set into force by 2024. With around 55% of international consumers becoming more aware of greenwashing and luxury purchasers being 1,5 times more likely to be sustainable-minded, the brands have to think of a marketing strategy that builds a loyal relationship with the consumers using circular principles.

The markets in APAC and LATAM displayed more concern in implementing sustainability standards in their establishments than the Western region. Even in the emerging sustainability-driven markets, the younger generations are more concerned about sustainability than the older generations.

Let’s look at the key sustainable marketing strategies for the brand to elevate its presence among consumers.

Take Accountability

Consumers like it when the brands own up to their work publicly and honestly, regardless of its good and bad results. They can highlight their 100% involvement and respect towards the policy discussions and the new regulations implemented such as France's Anti-Waste Circular Economy Act, where the textile products have to be labeled with environmental scores or team up with Non-Profit Organizations like Fashion Revolution.

Brands have to use simple and understandable language to make the public understand what they are doing. They can use the mandatory sustainability measures in the corporate industry as their highlighted values and ethics. Providing Digital Product passports with QR Codes/NFC Chips to let the consumers know about the product’s background comes under this topic.

Also, it is ideal to loop in labels, certifications and organizations that are recognized by the whole industry and have a trustable and reputable forte. Brands should approach well-established certifications such as B-Corp, Global Organic Textile Standard (GOTS), and Fairtrade to upscale their credibility in the market.

Zalando GmbH has removed confusing symbols or labels such as trees and leaves from its website to enhance its sustainability communication in a better way around the products. It has two sustainability pages with one focusing on information on the standards of the products and another with information on its strategies and approaches among the sustainability standards.

The Fashion ReModel initiative by The Ellen MacArthur Foundation is brainstorming ideas to increase sales without increasing the new apparel production. Arc'teryx, H&M Group, Reformation, Primark, and Zalando GmbH are the members of this project.

Drive the Consumers to Take Responsibility

Directing the consumers with clear ways to make more sustainable decisions and incorporating these factors to enhance sustainable behaviors is the main aspect to drive the consumers to act responsibly. It does not mean the consumers have to be lectured or be ashamed about their shopping behavior. The brands have to educate gently by leveraging sustainability practices.

The consumers can also be driven to sustainability by offering rewards for their work. Brands have to motivate them to eliminate the thinking of overconsumption by providing eye-catching deals, coupons, and even special access to exclusive offerings and services.

Using activation that is visually and experientially appealing and creating a virality through awestruck consumers is the other best way to show the consumers the importance of doing the right thing for the planet.

At the same time, fashion brands and companies have to be familiar with the new regulations passed on in each part of the world to make more regionally related content with local leaders. The lower house of France’s parliament has passed a bill to give penalties to fast fashion brands by 2030 (utmost €10 for each sold product) and put a ban on their ads.

Dress the Population is offering discounts ranging from 10% to 70% to encourage its customers not to return their purchased goods. With this, the retailer has recorded a decrease in average return rate from 55% to 7%.

Levi's launched Water<Less™ products that used reduced amounts of water (decreased up to 96% compared to the remaining products) for the finishing process in 2011, saving about 13 billion liters of water as of 2020. The initiative has produced about over 13 million products. The brand also suggests customers use cold water as much less as possible to clean their denims (especially black) and naturally air dry them instead of using a machine dryer which can lead to cloth breakdown.

Create Sustainability-Driven Community

Brands and fashion companies have the opportunity to offer physical and digital spaces for their community and customers that showcase a collective effervescence. The space will be forging a community and friendship over common grounds, values, and interests. It has to highlight the environmental and social responsibility a person has.

Through interactive digital platforms, brands can create a storyline that can engage the audience and also give a commercial advantage. These visual spaces will assist the consumers in communicating without the limitations that the physical space has. They can consider organizing workshops and creating engaging activities that focus on sustainability in fashion.

The retail outlet can act as the green community hub for gatherings and exclusive events that can increase store visits. Some of the engaging events include ‘how to’ workshops with trending topics such as recycling or repairing clothing, and creating eco-friendly social media content among others.

Ermenegildo Zegna has launched Villa Shanghai featuring flax fields to educate the visitors about the cultivation process and its process into fabrics to the brand’s sustainable and transparent production chain. Finisterre unveiled its largest outlet in London to encourage community engagement. The space has been created by transforming a 50-seated theater to screen films, and host yoga sessions, educational talks, and music events.

Collaborate with Sustainability-Supporting Influencers

Brands can partner with strong and diverse voices who can promote them with sustainable and inclusive fashion storytelling. It is also an option to consider creators from different backgrounds like scientists, ecologists, and more. There is no code of conduct around the sustainability topic. Therefore, it is in the best interest of the brand to ensure the partner's credentials. It is also important to keep in mind that the creator economy is set to touch a worth of $500billion by 2027.

The creators from knowledgeable and niche backgrounds have to get more creative freedom here to attract and get into a good rapport in the educated audience’s minds. Consumers appreciate creators who give genuine feedback for a brand. The entire narrative of the content must be meaningful and criticism-filled.

Considering the collaborative nature of the sustainability sector, one can also think about hosting campaigns that will join multiple content creators together to foster an engaging collaboration. It can be collaborative posts, reels, articles, and more.

Puma launched Voices of a Re:generation in 2023, giving four Gen Z creators access to its supplier spaces located in Turkey, Vietnam, and Bangladesh. They recorded and documented the environmental, ethical, and social practices followed in those factories.

Coach highlighted the work done in its leather supply chain units in the YouTube docuseries named The Road to Circularity. The series had the visual narrator, sustainable fashion advocate, and the community member of Coachtopia Aditi Mayer, explaining the fashion industry aspects connected to sustainability that are rarely seen by the public. LVMH Moët Hennessy - Louis Vuitton’s Nona Source partnered with Marcel Garcieuse, an upcycling and sustainability content creator, to create engaging content on social media.

Prada looped in entrepreneur and environmentalist Kiara Nirghin to present the Ocean Award acknowledging the SEA BEYOND project to the CEO of Prada SPA, Patrizio Bertelli, at the CNMI Sustainable Fashion Awards 2022. The label also launched Eternal Gold, the first sustainable fine jewelry collection using 100% certified recycled gold in November 2022. She also attended the brand’s SS24 Menswear show in Milan. Additionally, Kiara Nirghin collaborated with Louis Vuitton as the official costume designer for her at the United Nations’ International Youth Day celebration where she gave an honorary speech on Intergenerational Solidarity.

Wolford has named the fashion sustainability advocate and influencer Doina Ciobanu as its new brand sustainability advisor. Gucci has begun to partner with celebrities and influencers to introduce its sustainable production practices, i.e., Gucci x Billie Eilish for the release of the Horsebit 1955 bag, made from the vegan leather alternative Demetra.

Cover image: Ermenegildo Zegna's Villa Shanghai visited by the brand ambassadors Wu Lei and Mads Mikkelsen, courtesy Hube Magazine.