|The NICE Consumer Part I: Building Awareness in Consumers|
|Written by Oceana Lott - Wednesday, 30 May 2012|
NICE Fashion Summit
Photo by Oceana Lott
Whether or not the shopper is a compulsive label reader, steering a consumer to a more sustainable purchase often rests on the sales staff. The NICE folks know this and recommend, “Brands and retailers provide sustainability training and professional development opportunities to their employees . . . .” Sales people should fundamentally know the ethical and sustainable nature of any product on the floor. A knowledgeable sales staff is the most influential point in the fashion consumption process. Investing in the development of the sales team is crucial in the campaign to build awareness in the area of making sustainable fashion choices for not only the sake of the consumer, but also for the retailer and brands. As many savvy businesses know, the sharing of information is one of the best ways to create affinity, trust, and loyalty in the customer, thereby increasing revenue.
Photo by Oceana Lott
As for the consumer, it pays to know what you’re getting for your hard-earned dollars. With the exception of some fair trade items (and this is rapidly changing), eco-friendly merchandise is usually of higher quality given the amount of thought and care that goes into creation of that item. Moreover, timeless classic design is typically built into the garment or accessory so that it will be fashionable as long as it endures, which is likely to be far longer than that item from a fast-fashion retailer. These are the messages that need to get out to the public in whatever ways possible.
From her home-base in northern California, Oceana travels the world to be in the sustainable fashion conversation. She considered it a great privilege to attend the 2012 Copenhagen Fashion Summit for the unveiling of the UN Global Compact Code of Conduct for ethics and sustainability in the fashion industry. You can follow her on her blog at Oceana's Canvas, on Twitter at OceanasCanvas, Facebook at Oceana's Canvas - Ethical Style.
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