We have talked many times about the importance of sustainability in fashion, ethical brands and new companies that are emerging lately, creating from the recycling of materials or waste. But how can a brand that just starts producing in a sustainable way? This is what we asked Gema Gómez, consultant, coach and main founder of Slow Fashion Next, the platform responsible for the national coordination of Fashion Revolution in Spain, which since 2011 has been consolidated as a support space for students, designers and companies. of the sector. Formed by experts in fashion, sustainability, entrepreneurship and business, the project offers different courses, seminars and consultancies with which it helps boost the careers of young entrepreneurs. We rebel the five essential keys to make your brand a little greener:
Sustainable business model
Gema Gómez tells us that the first golden rule is based on creating a sustainable business model at an environmental, social and economic level. “We need to generate attractive and innovative ideas that allow us to create a sufficiently competitive model to be in the market, looking for fresh strategies that help evolve the brand.” However, all these ideas must always be encompassed within parameters consistent with the ethical principles of each firm.
Regeneration of resources
“In the extraction of raw materials, we have the duty to return the natural resources that we have used in the preparation of the article to its place of origin. For example: if I cut a tree to produce lyocel, I will have to plant two more to counteract the effects and not reduce the amount of resources, “explains Gómez. We all know that the means offered by nature are not unlimited. The least we can do is return the materials it offers to the planet (as far as possible).
Know where and how our garments are produced
The knowledge of the production methods of our clothes must be infallible at all times. “It is essential to know the place where the products we use are manufactured, as well as the way in which they are being produced. At the same time, we must introduce alternatives in manufacturing with sustainable materials, materials made from by-products from other industries, recycled articles or organic products “. In addition, says Gómez, it is equally important to be respectful with the environment, the workers of the sector, their working conditions and the welfare of the animals, if we use any fiber that comes from them.
Create a circular production cycle
“The processes that we develop with our brand should be included in a closed or circular life cycle, which allows waste to become raw material so that we can use it later, creating new items,” Gómez emphasizes. If we use chemicals we must ensure that they are not discharged into the environment and that the resources used are reusable.
Promote responsible consumption
Although one of the main objectives of any brand is to sell, we must transmit messages that speak of responsible consumption and make the most of the useful life of the garments. “If what we really want is to promote a sustainable lifestyle, that has to be translated into the DNA of our firm,” says Gómez. Also, something very favorable would be to provide ideas to our customers on how to take care of garments to extend their useful life or how to generate the minimum environmental impact; without making compulsive washes using organic soaps or ironing only when strictly necessary.
Smart advertising for a new world
A confluence of technology and data is revolutionizing advertising: now each message can have a precise target, generating valuable conversion opportunities and transforming customers into what were once unpredictable audiences. The ‘personalized massification’ of messages has revolutionized the market by combining the massive reach of online media with the personalization of communication according to a place, a moment or a consumer device.
Latin America is one of the regions with the greatest potential for acceptance of these new technologies. The participation of digital advertising in the total industry is still incipient (it only represents 11%), but advertising budgets are increasing (at an annual rate of 10%), which makes it the fastest growing region in the world. advertising investment.
The advertising strategy on the internet has begun to define a large part of the business destination. But not any strategy, but one that is centered on the three fundamental premises of modern marketing: unify, simplify and amplify. Only the brand able to see in the present the trends that are transforming consumption in the markets and act assertively, will be able to differentiate.
The American analyst Mary Meeker recently presented a report in which she classifies some current realities as trends: mobile devices impose themselves far away from desktops; the online advertising market grows and Google is no longer the only king in the field, on the other hand consumers are fed up with advertising. In his analysis, he points out the exponential growth among users of advertising blockers, who cut communications of intrusive advertising with the consumer.
Meeker highlights three fundamental points: the first is that his messages must be short; the second, contradicts the myth about the massive defection of Facebook by the millennials, and alludes to studies that affirm that now – among that generational group – their preferred social networks are Facebook, Instagram and Snapchat. And the third, it gives the chats – like WhatsApp or Facebook Messenger – a very high potential, since they already compete in number of users with the most successful social networks.
It is becoming more and more urgent to adopt this type of marketing solutions that are imposed in more developed markets, and that successfully interpret this enormous amount of information generated by a user on the Net. Those of us who believe in this direction of the industry have centralized our efforts to meet those needs by connecting brands with the right person through marketing technologies that enhance digital effectiveness like never before.
It’s time for smart advertising in Latin America.
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