Green Brands: the delicate balance

A leading manufacturer embarks on a journey of fashion sustainability. The cha? Ing supply and operations are changed, added new priorities of governance, goals set and achieved. The product range is growing greener every year. Prada Messenger Bags Then, the manufacturer decided to launch an eco-line as a lighthouse. And things go wrong. Eco-per line? How u less elegant. Meanwhile, ask the credentials of the green line, the consumer what is happening to make the other lines - they are toxic and bad for the environment? " This is the scenario that I Tobias Fischer, project relations and CSR at H & M. It is discussed, according to Fischer (and virtually everyone else in the clothing industry, I spoke with) a balancing act that keeps the brand manager for the night . Too Much Information? Or not enough? Fischer speaks to sustainable brands on London's cultural drivers of sustainable innovation. He is of the opinion that it. Not just a cultural difference between the regions, such as the United States and Europe, but between consumers and stakeholders of the company Internally, the sustainable development action is a positive force that creates cohesion and esprit de corps. But consumers see only the outward manifestation of this action - the brands that proudly features such as organic cotton or without chemical dyes. "When you commit to build a greater responsibility companies to discuss, inform how consumers." Fischer said. "Do you tell them that you are at the beginning of a long journey, and there are no solutions for all challenges yet? Or just leave as soon as your items have real information? Of green above average" To reveal the danger of too much the wrath of consumers. If you previously did not know of issues such as the huge amounts of water and fertilizer it to produce cotton, they could not see the value in switching to organic cotton. On the other hand, consumers say that very little has its own risks. In the age of instant access to information, can say nothing about your company page CSR, consumers the impression that your company is not working. The Cannibal Green Fashion Brand Fischer then investigated further danger in introducing clothing lines for green consumers. ? At H & M we have a very successful online green. It was innovative and avant-garde. The danger is, it may lead consumers to view it as anything you do, for sustainability, if it is so much more real. " Although all H & M lines have green information, thanks to H & M's sustainability initiatives behind the scenes, consumers have difficulty looking beyond the actual product. Essentially, this means that if you commit to a green line, you must be ready to step up for each row. Or there is a risk that the green line begins cannibalize on other products. The? Ons If there is one point that I got from our conversation was the following: Do not expect a seamless transition to green. Fischer believes that sustainability is a business mandate. It's just not in the discussion. But does branding, cross a green corporate culture to a culture of consumption ... and consumers can be fickle fashion. If you agree bumps in the road (degree of transparency and cannibalism brand, for example) are unavoidable by your intentions honest self-improvement raises the rewards. Consumers are more impressed by the honesty they are with perfection. The desire for a high fashion brand is not only about fashion more sustainable - it is also the consumer-to-edge sustainable fashion.