The Branding of Ethical Fashion and the Consumer: A Luxury Niche or Mass-market Reality?

Author: Beard, Nathaniel Dafydd¹

Source: Fashion Theory: The Journal of Dress, Body & Culture, Volume 12, Number 4, December 2008 , pp. 447-468(22)

Publisher: Berg Publishers

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Abstract:

This article seeks to address the branding and marketing of ecofashion or ethical fashion, juxtaposing the experiences of today's, often confused, fashion consumers, against the promotional methodologies used by, sometimes equally confused, fashion brands. Looking at the rise of ethical fashion, this article takes into consideration the factors that have influenced this. In addition, the lifestyle and societal indicators that effect consumer behavior in relation to purchasing ecofashion are also investigated. Further to this theoretical discussion, this article concludes with a reflection on today's practical manifestations of the branding and promotion of ecofashion, and the challenges ahead that both fashion brands, and consumers, face in the continuation and sustainability of ecofashion.

Keywords: ecofashion; ethical; branding; marketing; lifestyle; consumer

Document Type: Research article

DOI: 10.2752/175174108X346931

Affiliations: 1: Email: contact_nadabea@yahoo.com

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