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π Marketing without overconsumption?
Published about 1 month agoΒ β’Β 4 min read
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Hey there, Reader!
In this week's CFC newsletter, you'll find:
𧡠An essay on: how can sustainable fashion market without encouraging overconsumption?
𧡠An inspiring podcast on exploring non-traditional careers in fashion, an IRL clothing swap event, and more resources
𧡠Sustainability during fashion month and more industry news
𧡠Conscious fashion job opps andfeature & award opportunities
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How do we market sustainable fashion without pushing overconsumption?
This is a big question for the space β the goal is for more sustainable options (secondhand, upcycled, responsibly sourced) to take up market share in the fashion industry.
π But to do that, we have to market these more sustainable alternatives effectively to encourage people to, well, buy them.
Where is the line, though, of showing people why they should invest in that secondhand / upcycled / responsible garment vs. becoming a part of the overconsumption problem?
π§₯ Patagonia's 2011 "don't buy this jacket" Black Friday ad that they ran in the New York Times is one clear example of building your brand while quite literally discouraging consumption.
It was bold, risky, and memorable. (The ad ran 14 years ago and people still talk about it!)
So if even an advertisement telling people not to buy increases consumption, where does that leave us?
My advice would be this:
Harness previews to help customers plan purchases
Let them know you'll be dropping your upcycled pieces in 5days or a new collection in a couple of weeks. Give them a preview of what to expect and consider even adding a waitlist so they can plan an intentional purchase.
Educate your customers byshowing themnot just telling them
For example, highlight your sustainability journey in a come-with-me kind of way, create videos on things like how to care for their clothes, talk about why the materials are amazing both for function AND sustainability. Sustainability is a way of being, not just a product β showcase that!
Create content guidelines rooted in your values
Here at CFC, we have a list of preferred words (consciously made), words we sometimes use in context (eco), and terms we never use (like "save the planet").
Position your brand as an alternative to conventional options
Show individuals what they can save buying secondhand instead of fast fashion, or why your slow fashion brand is higher quality than other mid-priced brands. These sorts of shifts is how we can start to take small steps in moving market share away from less sustainable options.
Focus on "better" before "fewer"
βI've talked about this before, but I think "better" is a far more inviting way to welcome newbies into slow fashion than "fewer" (even if fewer is the eventual goal).
Highlight how the quality of your pieces is better or why vintage is a better option. Then show all the ways they can style that piece and/or how to properly care for that item. Tell stories of customers who've kept that piece for years!
All of this said, while producing mindfully and marketing consciously is a brand's responsibility, consumption levels are not fully in a brand's control.
There are other elements at play here. Pressure from influencers and peers on social media, the fashion media, compulsive shopping habits, and loose regulations also play a role in overconsumption.
And if we want to address the complexities of overconsumption, it will require all different types of roles, from content creators to policymakers. β¨
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CFC Members! We'll be talking about the nuances of ethical marketing today β including how we can market without pushing overconsumption β in this live roundtable discussion.
I'm so excited to share that Conscious Life & Style (my other business) is cohosting a free clothing swap at the Nature Museum in Chicago next weekend with Sustainable Fashion Week Chicago!
There will be coffee, treats, community, and plenty of clothing. So bring your gently used clothes and come snack, sip, and swap with us!
There is no one right way to succeed in fashion. In this episode β which is a recording from a AW25 Copenhagen Fashion Week panel β explore a range of diverse career routes and new opportunities in fashion. These panelists forged "non-traditional" paths in their career and share how they got there.
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𧡠News & Reads:
π§Ά Why London designers are doing things their own way β from intimate dinners to short films β this fashion week
πͺ‘ At Copenhagen Fashion Week, these collections show that more sustainable design isn't a compromise
Each year, Grist puts together a list of 50 climate and justice leaders to watch. It's made up of scientists, policymakers, artists, farmers, activists, entrepreneurs, technologists, chefs β all kinds of people in communities across the U.S. β who are making a clean, green, just future a reality.
Nominate or get nominated by sending in your submission by March 14!
Kering Generation Award x Jewelry is seeking visionary start-ups redefining sustainability in jewelry. With the theme Second Chance, First Choice, the challenge invites designers to transform discarded materials into precious creations. Finalists will present their work at JCK Las Vegas 2025, with winners receiving mentorship or internship opportunities with Keringβs Jewelry Maisons.
Copenhagen Fashion Week is not accepting applications from designers to show at what some have called "fashion's most sustainable fashion week". Emerging Nordic designers with fewer than 5 years of experience with their brand can apply for a talent support scheme called CPHFW NEWTALENT.
Applications close March 31!
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