Our recent exploration of sustainability initiatives in the fast fashion industry raised one big question: faced with increasing consumer demands, how can brands make big changes without compromising their identity? For the fast fashion space, this is a tricky proposition – after all, their identity is built on providing clothing that is trendy and disposable. When consumers decide they want to support sustainable brands, how can the giants of fast fashion (or any industry) make those necessary shifts?
Incremental change is the safest approach, but when consumers are clamoring for something new, they expect brands to act quickly. The issue of sustainability is particularly time-sensitive, as reports continually surface about the environmental damage caused by industries including fashion. The change process isn’t easy, but consumers are ready to reward the brands that take the lead. Continue Reading
The fast fashion model is built on trendy, cheaply made pieces that are only meant to last through a few seasons before being retired or forgotten. As a result, unprecedented amounts of clothing are ending up in landfills (or on bonfires) after being worn once or twice. We recently examined fast fashion brand Zara’s new sustainability goals, noting that while it’s encouraging to see a major brand step forward to start a conversation about sustainability and environmental impact, these goals will require enormous change within the fashion industry as a whole.
Faced with the need to make monumental changes, where do consumers and the fashion industry begin?
Research shows that consumers, especially younger buyers, favor brands that have a track record of sustainability. As a result, leaders in many industries are moving in a more environmentally and socially conscious direction. However, sustainability is a complex goal.
Depending on your business, sustainability initiatives can encompass everything from updating facilities to be greener, examining ingredients used in manufacturing and analyzing supply chain practices to considering how products are packaged and shipped. True sustainability usually requires major structural change.
Visual branding depends on consistency. Emerging businesses go to great lengths to develop a compelling, unique logo – from the design to the font and the colors – and to represent it uniformly across multiple platforms and types of use. After all, brand recognition is vital and can’t be achieved without visibility and consistency.
That’s why it was surprising to see that one of the most recognized brand logos in the apparel market was diversifying. However, Lacoste’s decision to mix it up and stray from its iconic green crocodile logo has actually created more visibility, and not just for the brand. Continue Reading
There’s something special happening in Kansas City’s Berkley Riverfront Park. Bar K Dog Bar, which opened last August, is revitalizing the area by serving a unique intersection of consumer interests. The primary attraction is a “state of the art” dog park overseen by dog-care professionals, which draws dog owners from across the metropolitan area. But what separates Bar K from other dog parks is the inclusion of a restaurant, bar, and coffee shop where customers can relax and connect while their pups play nearby. Continue Reading
In our contentious political and social climate, most brands choose to play it safe and advertise their products without engaging with any issues that may alienate a portion of their consumer base. Not so with Gillette, which recently released an online ad titled We Believe: The Best a Man Can Get that courts controversy by invoking the #MeToo movement, toxic masculinity, and bullying (among other hot-button issues). The ad, which provoked a firestorm of competing editorials and news coverage, has placed Gillette at the center of an ongoing debate about social messaging from brands.
A lot has been published about the ad’s message and the public’s response. What I’d like to examine is the risk vs. the reward of socially-engaged brand content and how brands are creating a new playbook for effective social messaging. Continue Reading
The New Year is a time to reflect over the progress we’ve made in the last year and prepare ourselves for the opportunities and challenges of the year ahead. With all of the uncertainty and volatility in our news cycle, it can be tough to narrow our focus. I find that setting simple, achievable goals helps make even the most “unsolvable” problems seem within reach.
With that in mind, I’d like to close out the past year and begin the new with a simple question: How can we do better in our sustainability efforts? Continue Reading