Monday, June 8, 2015

Slow Fashion Up

University of North Carolina-Greensboro researchers within the Department of Consumer, Apparel and Retail Studies noted growth in “slow fashion,” defined as consumers’ desire to purchase items they’ll want to use for a relatively long time. Slow fashion is part of the drive for environmental sustainability and as such, involves valuing items produced with minimum impact on the environment even when this means the production process is slower.
     If all this results in customers shopping at your store less often or you needing to backorder popular items, that’s bad news. But if it means your shoppers are willing to pay a premium for items which are designed by craftsmen, well-made, and bespoke, it’s good news.
     The North Carolina researchers’ analysis suggests you can maximize the good news from the slow fashion movement by emphasizing one or more of three points in your marketing:
  • Fair trade manufacturing practices so the welfare of workers is respected. 
  • Local origins for the raw materials, the production, and/or the supply so that a good portion of the item’s retail purchase price will sustain the quality of life near where the purchaser lives. 
  • Backstories for the items so that the lore surrounding the product or service is preserved. 
     Another angle toward slow fashion is to prolong the useful life of items you sell. Over past years, American consumers annually discarded almost seventy pounds of clothing per person. People throwing away clothes could have chosen to resell the items, donate them, or find a way to repurpose them. These consumers might have been convinced to use the clothes for “swishing,” that practice of swapping fashions with others for the joy of acquiring new items rather than seeking trades for equivalent monetary value. But instead of any of this, the clothes are trashed.
     With the intent of reducing environmental waste and building profits, ask shoppers about their disposal of products:
  • Are they taking the products to recycling collectors? Those of your customers motivated to go green would like to hear how what you sell includes previously recycled materials and how your products are biodegradable. 
  • Are they putting the products on a back shelf at home because they can’t figure out how to use them? If so, distinguish your store by coaching shoppers on proper use of items and, perhaps, make training a profit center. 
  • Are they trading in the products? Consider adding a resale business in your store. 
For your profitability: Sell Well: What Really Moves Your Shoppers

Click below for more: 
Stay Ready to Sell Luxury
Notch a Niche for the Fair Trade Spirit
Choose an Item’s Country of Origin
Back the Appeal with a Backstory
Close In on How Shoppers Close Out Use

No comments:

Post a Comment