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How to Create a Sustainable and Eco-Friendly Fashion Brand in 2020

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Refuse. Reduce. Reuse. Recycle. Rot. 

Over the last decade, there has been a massive emphasis on the environment that has pushed a curious generation to explore sustainable living. The fashion industry has felt the effects of this shift having to seek eco-friendly options in goods that they produce. Consumers are aware that a good amount of the earth’s pollution comes from the waste that is created by fast fashion manufacturing.

With consumers becoming more informed and eco-conscious than before, brand transparency is often a make or break for consumers. If you are a fashion brand that is trying to work towards being more sustainable in your production, there are a few ways to capitalize on your initiatives.

In this article, we will look at some green marketing ideas that will help you gain loyal customers and grow your brand like:

  • What is Green Marketing?
  • Consumers trending towards sustainable, ethical products
  • How to market for Green Initiatives

WHAT IS GREEN MARKETING? 

There are some buzzwords that have been surrounding green marketing. In a lot of situations, lots of people throw words around that they do not understand or understand the impact behind them. It is important that every new fashion brand to understand the actual importance behind what green marketing actually is. It is also important to get a handle on where you stand on all of them.

Some buzzwords are associated with Green Marketing are:

  • Sustainable – In order to change the impact of a brand on the workforce and environment, sustainability is the process of implementing and fostering an environment of social justice and eco-conscious processes.
  • Ethical – If you are claiming to be an ethical company, you need to understand and actively work to right the humanitarian practices that weren’t exactly positive associated with fast fashion. If you want to claim that you are an ethical company, you need to partner with manufacturing houses that offer fair wages and quality working environments.
  • Locally Sourced – When you are locally sourcing products, it means that you are partnering with local manufacturers to provide everything from raw materials to localized manufacturing.
  • Organic – You need to make sure that the growers of your raw materials have a true organic certification before making these claims especially if you make organic claims on your website. It will most likely refer to the naturals materials used in the production of your garments.

CONSUMERS ARE TRENDING TOWARD SUSTAINABLE, ETHICAL PRODUCTS 

From studies and trends, it shows that consumers are genuinely trying to look for sustainable companies. The decline of the environment is basically on everyone’s minds. Companies especially in the fashion industry are definitely taking bold stands against waste and quick consumption products.

If a fashion brand’s infrastructure cannot support a total manufacturing upheaval, there are definitely a few ways to start making the trend towards sustainability.

Here are a few ideas to try out:

  • Incorporate a recycling program for your in-store or online packaging. Offer a small incentive if customers bring their own bags or recycle their shipping containers. 
  • Investigate every step of your manufacturing process to see if any part is sustainable. While you might not be able to see firsthand the working conditions of the sewing houses, you may be able to confirm that none of the chemicals and dyes are tested on animals, for example. 
  • Get involved or make donations to an environmental or social cause you’re passionate about. Be sure to do this on behalf of your company. 

DON’T LEAD YOUR CONSUMERS ASTRAY FOR THE SAKE OF MARKETING 

You need to make sure that whatever claims that you make as a brand needs to be substantiated. With the internet, consumers are smarter than ever and if you don’t live up to what you claim, you will be discovered. This is definitely hurt your brand credibility in a lasting way. If you are afraid that you may not know how to create an effective marketing strategy, you can talk to Public Relations companies like Pressfarm where their specialists will use their expertise to create everything needed for companies to get the proper and right Public Relations.

HOW TO MARKET FOR GREEN INITIATIVES 

So, if you’re already invested in green marketing and sustainable practices you’re going to want to share that marketing message with every audience possible. 

Below are a few thought-starters on how to market for your eco-friendly processes: 

Have a Thorough Explanation on Your About Page 

You are going to want to work keywords into your About page and Home page if you have a website. You will also want to include green keywords in your product description because this is for both your consumers and for SEO purposes. Green keywords are trending and have been for a while. Identify some of the most relevant ones for your brand and use them throughout your website. 

Be as Transparent as Possible 

Know your green initiatives. Take a page from brands like Sezane and Everlane who go as far as listing out the percentages of fabric makeup for each product produced as well as sharing videos of their overseas production warehouses and fair working conditions. 

Share Your Passion for Sustainability on Social Media 

Use social media channels like Pinterest and YouTube to curate content that trends toward relevant, sustainable messages. Create a Pinterest board or two with creative recycling programs, cute re-commerce ideas, and upcycling projects. 

Try your hand at vlog-style videos documenting your thoughts on eco-friendly fashion, the industry in general, and how your company supports the sustainable message. Share those videos on YouTube and even IGTV for extended exposure. 

Use Subliminal Green Marketing in Your Brand Colors

If you’re very passionate about creating a green company and have yet to nail down brand colors, a logo, and website design, consider trending your brand colors toward earthy tones. This is great for some subliminal “green” marketing. 

You wouldn’t actually have to create your logo out of only shades of green, but earth-focused tones can help reinforce your initiatives. 

Showing your brand’s dedication to bettering our world is extremely attractive to new customers. Implementing these green marketing ideas can also help set you miles apart from your competitors. 

Conclusion

Green marketing is becoming the new way of Fashion Marketing and it is important that companies who claim that they are implementing green marketing that they are true to their word because in the world of social media, it will come out and could ruin a business.

Dan Smith is probably best known for his writing skill, which was adapted into news articles. He earned degree in Literature from Chicago University. He published his first book while an English instructor. After that he published 8 books in his career. He has more than six years’ experience in publication. And now he works as a writer of news on Apsters Media website which is related to news analysis from entertainment and technology industry.

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Wiz will pay $450 million to acquire Cloud Remediation Startup Dazz

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Wiz revealed on Thursday that it will buy channel-focused company Dazz in an agreement to add cloud remediation capabilities to the vendor’s cloud and AI security platform.

With features like application security posture management and continuous threat and exposure management, Dazz provides a remediation-focused cloud security platform.

Jared Phipps, a seasoned cybersecurity industry executive who most recently worked for SentinelOne, was hired by Dazz in February as its CRO as the business sought to expand its collaboration with channel partners. Presidio, situated in New York, has been one of the key partners.

Dazz said in July that it has raised a $50 million round of funding, increasing its total funding since its 2021 launch to $110 million.

Dazz provides a “industry-leading remediation engine,” according to a post published on Thursday by Wiz Co-Founder and CEO Assaf Rappaport, which will allow Wiz to “empower security teams to correlate data from multiple sources and manage application risks in one unified platform.”

This is Wiz’s third purchase overall and its second acquisition of 2024 after the company’s April acquisition of cloud detection and response provider Gem Security.

Wiz, a four-year-old startup, reported in May that it had raised $1 billion in new capital at a $12 billion valuation, citing its continued strong development in the cloud and AI security areas. Annual recurring revenue (ARR) for the business reportedly increased from $350 million earlier this year to above $500 million.

After making a number of management additions aimed at facilitating quicker partner-driven growth, Rappaport stated in February that Wiz would prioritize its channel operations moving ahead.

I“In cybersecurity partners are super, super important in the success of a company. So we’ve always [seen that] this has huge potential for us to tap into. I think there is so much more we can do,” he stated at the time.

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ProRata, an AI startup, Teams up with UK Publishers after reportedly Hitting $130 Million in Valuation

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A number of well-known British media outlets have joined ProRata, an AI firm that claims to compensate publishers for the usage of their work, in its expanding network of partnerships.

The Los Angeles-based firm announced on Wednesday that it has signed licensing deals with publishers such as Sky News, the Guardian, and the Daily Mail’s publisher, DMG Media.

In a recent Series A funding round, ProRata raised $25 million from investors such as the Mayfield Fund, Prime Movers Lab, and Revolution Ventures.

“ProRata’s founder and CEO Bill Gross said his firm’s AI technology is the only one that pledges to credit and compensate creators, while providing users with accurate search results.

“We have had hundreds of content owners and media companies reach out to us from around the world who are interested in piloting our technology. Stealing and scraping content is not a sustainable path forward,” he continued.

Similar alliances have previously been formed by ProRata with the German publisher Axel Springer, the Atlantic, Fortune, Time, and Universal Music Group (UMG).

Media firms are offered reasonable compensation by ProRata for the use of their content. The startup’s in-house technology may determine the proper amount of pay by evaluating the worth of the information used to create responses from an AI platform. This would make it possible to pay copyright holders for their work on a per-use basis.

Gross had previously said that AI platforms have been using “shoplifted, plagiarized content,” which fosters an atmosphere in which “disinformation thrives and creators get nothing.”

Gross is recognized for having created the pay-per-click model of internet search monetization with his business, GoTo.com, which was eventually acquired by Yahoo! in 2003.

In a recent blog post, Tige Savage, a cofounder of Revolution, stated that Bill Gross is a serial entrepreneur with extensive experience in monetization techniques.

“He’s attracted a world-class tech team led by AI luminary Tarek Najm to implement the vision and an accomplished business team, including Annelies Jansen and Jonas Lee to drive content and AI partnerships,” Savage continued.

The unpaid use of copyrighted materials by OpenAI and other tech companies to train their AI systems has led to litigation from media companies and other content creators.

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Film Bazaar Unveils an Interactive Cinema App from an Indian Tech Startup

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Arjun Nittoor, the founder of the Indian technology firm Vireza, disclosed at Film Bazaar that the company is creating a new mobile application that would transform the experience of watching movies in theaters by enabling viewers to engage with the films in real time.

The technology, which was created wholly in-house at the company’s research and development department in Bengaluru, allows viewers to use their smartphones to vote on important plot points during the movie. To keep up with the current screening, patrons download an app before entering the theater and scan a QR code at their seat.

“The film industry is one of the few sectors where the audience experience has seen minimal technological disruption in theatres,” Nittoor stated. “While screen and sound quality have advanced and 3D has been partially adopted, the viewing experience has largely remained the same for decades.”

The screen automatically brightens to show voting options and dims again when choices are made. The system uses discreet phone notifications to encourage audience participation around every ten minutes.

In 2026, Vireza intends to introduce the technology with a full-length interactive movie that will be produced in both English and South Indian for international distribution. The business is presently in the development stage and will shortly start doing multiplex chain trial screenings.

CtrlMovie’s prior success in the interactive film industry was mentioned by Nittoor. CtrlMovie is well-known for “Traces of Responsibility” and “Late Shift.”

In order to overcome the difficulties in cinematography, editing, shot composition, and writing that plagued previous attempts at the format, the firm has spent five years creating what Nittoor refers to as “a new science of filmmaking” that is especially tailored for interactive cinema.

“Despite the proliferation of viewing devices, big-ticket films continue to draw massive crowds to theatres, with box office numbers higher than ever,”  Nittoor stated. “This demand underscores the potential for a meaningful technology shift that could draw audiences out of their homes and into cinemas.”

Other Asian businesses are likewise investigating audience-driven narrative in motion pictures. In February of the following year, Japan’s King Records intends to release “Hypnosis Mic – Division Rap Battle,” an animated interactive film.

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