Learning from the success of ethically certified brands
As ethical fashion gains attention, it is becoming increasingly difficult for a brand to succeed simply by producing products that are considerate of the environment and human rights. There are many insights to be gleaned from examples of brands that have acquired ethical certifications such as GOTS, Fair Trade, and OEKO-TEX and have used them in their marketing and branding. In this article, we will introduce domestic and international brands that have actually grown using certification as a weapon, and delve deeper into their strategies.
People Tree | Fair Trade Pioneers
The British brand "People Tree" is known around the world as a representative of ethical fashion. Through initiatives such as direct contracts with fair trade certified producers, the use of organic cotton, and creating jobs for local women, the brand has succeeded in selling a "story" rather than simply providing products.
Patagonia | Environmental Respect and Transparency
The outdoor brand "Patagonia" has acquired GOTS and Fair Trade certification, but also practices environmental responsibility and corporate philosophy beyond that. The company is also known for continuously investing in environmental conservation funds and the development of recycled materials, and for setting its own standards that are not bound by the presence or absence of certification.
POINT Patagonia's success lies in its actions after certification. Certification is just a milestone, and putting the brand philosophy into practice is what wins customer trust.
Nudie Jeans: A transparent supply chain is what sets them apart
Sweden's "Nudie Jeans" focuses on organic denim that has obtained GOTS certification. What is particularly noteworthy is that they disclose the entire process of their supply chain. They provide detailed information on where and who is sewing the products, providing consumers with "peace of mind" and "empathy."
The Challenges of Japanese Brands | SHIPS and nest Robe
In Japan, the number of brands taking advantage of ethical certification is on the rise. For example, "nest Robe" has been gaining sympathy from lifestyle-conscious people in their 30s to 50s by highlighting the use of GOTS certification for linen materials and natural dyes. "SHIPS" has also introduced OEKO-TEX certification for some items and is promoting them as a sustainable line.
POINT In Japan, it is important not only to have certification, but also to combine it with emotional value such as "the story of the maker" and "comfort."
Common points for success
These brands share the following success factors:
- Certification is at the heart of marketing
- The background of the product (materials, people, place) is carefully communicated
- Achieving a balance between social significance and design
- Visualizing the "reason for choosing us"
Linking strategies with images and social media
In particular, when posting certification marks on social media or official websites, by providing content that explains how the mark was obtained and what its significance is, rather than just displaying a logo, the aspect of it being "educational" rather than advertising is strengthened. Also, by selecting images that are realistic, such as scenes from production or people in the factory, empathy tends to increase.
summary
Brands that have been successful using ethical certification They do not use it simply as a "certificate," but as a tool to communicate their brand beliefs. The "dialogue with customers" that lies beyond the certification is the key to gaining sustained support.