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Eco Fashion Consumerism

948 Words4 Pages

Fashion is more than clothing; it is a form of self-expression as well as identity-building. In today’s world where consumers are constantly enticed to buy, there is a growing concern on the sustainability of the fashion industry and sense of fatigue towards more consumption. This, together with the lack of trendy and reasonably-priced eco-clothing available in the market, presents an opportunity for MDS Collections (henceforth MDS) to expand our customer base as well as match the evolving needs of consumers.
Consumers are increasingly interested in the sustainability of the clothes they buy as they want their clothes to represent their ethical values. Moisander and Pesonen (2002) explain that green consumerism represents ‘‘a certain lifestyle …show more content…

While eco-fashion is not a new concept, it has always been a challenge for brands to merge design, sustainability and price to produce mass-marketable eco-clothing. Niinimäki (2010) observed that hemp and other widely accepted eco-materials create a style of eco-aesthetics in clothing that does not appeal to the majority of consumers (p. 160). A survey by Ochoa (2010) has similar findings whereby the main reasons environment-conscious consumers are not purchasing eco-clothing are the price and design (as cited in Chan & Wong, 2012, p. 199). These are the leading causes why eco-fashion has yet to transform from an altruistic niche to a marketable reality. (Beard, 2008, p. 452). Most homegrown brands have yet to mature to a stage where they are capable of producing an alternate higher end clothing line. However, MDS being the largest local fashion retailer has a competitive advantage in fashion trend identification and advanced manufacturing methods. Hence MDS should seize the opportunity and explore this niche market with a rapidly growing market …show more content…

(2008). The Branding of Ethical Fashion and the Consumer: A Luxury Niche or Mass-market Reality? Fashion Theory: The Journal of Dress, Body & Culture, 12(4), 447-468. doi:10.2752/175174108X346931

Chan, T., & Wong, C. (2012). The consumption side of sustainable fashion supply chain. Journal of Fashion Marketing and Management: An International Journal, 16(2), 193-215. doi:10.1108/13612021211222824

Gregoire, C. (2013, December 15). The Psychology Of Materialism, And Why It's Making You Unhappy. Retrieved September 25, 2015, from http://www.huffingtonpost.com/2013/12/15/psychology-materialism_n_4425982.html

Moisander, J., & Pesonen, S. (2002). Narratives of sustainable ways of living: Constructing the self and others as a green consumer. Management Decision, 40(4), 329-342. doi:10.1108/00251740210426321

Niinimäki, K. (2010). Eco-Clothing, Consumer Identity and Ideology. Sustainable Development, 18(3), 150-162. doi:10.1002/sd.455

Ochoa, L. M. C. (2010). Will ‘Eco-Fashion’ Take Off? A Survey of Potential Customers of Organic Cotton Clothes in London. AD-minister, 16, 115-132. Retrieved September 29, 2015, from http://publicaciones.eafit.edu.co/index.php/administer/article/view/188

Worldwatch Institute. (2011). The State of Consumption Today. Retrieved October 1, 2015, from

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