Consumers are becoming more conscious of the effects of slave labor, non-environmentally friendly products, and want to feel as if they’re making a contribution towards a better world. By integrating shopping and consciousness at the same time, consumers feel proud of their purchases. It is essentially killing two birds with one stone.
Lifestyle brands are taking the fashion world by storm.
1.People Tree: Ethical Clothing & Fair Trade Fashion
According to their company website, “People Tree aims to be 100% Fair Trade throughout our supply chain”, and promises “to protect the environment and use natural resources sustainably throughout our trading and to promote environmentally responsible initiatives to create new models to promote sustainability. Sustainability is essentially the concept of meeting the needs of the present without compromising the ability of future generations to meet their own needs. Many have heard of this concept through prestigious and influential celebrities, such as Leonardo DiCaprio, Brad Pitt, and Gisele Bundchen. In efforts to make the world a cleaner place to live presently and for future generations, many consumers buy eco-friendly clothing to help the cause.
http://www.peopletree.co.uk/about-us/mission
2.Eileen Fisher
With clothing being exceptionally low cost, people have begun to wonder how companies make a profit. Unfortunately, the truth lays in the manufacturing of the products. With over 97% of garments made outside of the US, third world countries have been victims of slave labor. Workers of big garment corporations have been under fire for their hazardous working conditions in places such as El Salvador, Bangladesh, and China.
Eileen Fisher, a women’s apparel organization, has made it her mission increase US manufacturing for her clothing line. While the organization does have an alternative supply chain in Arequipa, Peru, they have promised that they are Fair Trade certified and their workers are paid higher fair trade wages. They have also pledged to use organic and sustainable fibers for their clothing, and use dye without hazardous chemicals.
Last Week Tonight with John Oliver’s segment on Fashion perfectly describes the growing problem of outsourcing clothing manufacturing to third world countries.
https://www.youtube.com/watch?v=VdLf4fihP78
http://www.pbs.org/newshour/bb/business-july-dec04-corporate_12-23/
http://www.wliw.org/leadingwithkindness/profile/eileen-fisher/
3.Lululemon
Being healthy, inside and out, is something that a lot of consumers have been gravitating to.
Lululemon is a yoga-inspired athletic brand, with the purpose of creating garments for people to “live longer, healthier, fun lives.” The company’s philosophy evokes a lifestyle choice – to elevate the world from mediocrity to greatness, to be active, yet look good while doing it!
I believe that although Lululemon has some Grade-A quality clothes, it is what the company stands for that makes the brand popular. It reflects the personal values that individuals wish to fulfill, such as health.
Consumers are starting to realize that they are just as responsible for creating a better world, as the big corporations that surround them. We are now being conscious that it is our money that make companies successful, and we have the power to make a difference.
