The Branding of Ethical Fashion and the Consumer: A Luxury Niche or Mass-market Reality?

Abstract

This article seeks to address the branding and marketing of ecofashion or ethical fashion, juxtaposing the experiences of today's, often confused, fashion consumers, against the promotional methodologies used by, sometimes equally confused, fashion brands. Looking at the rise of ethical fashion, this article takes into consideration the factors that have influenced this. In addition, the lifestyle and societal indicators that effect consumer behavior in relation to purchasing ecofashion are also investigated. Further to this theoretical discussion, this article concludes with a reflection on today's practical manifestations of the branding and promotion of ecofashion, and the challenges ahead that both fashion brands, and consumers, face in the continuation and sustainability of ecofashion.