What is ethical fashion?
In recent years, as consumer values have changed dramatically, there has been growing interest in products that consider the environment and human rights. One representative example of this is "ethical fashion." It is not just a trend, but is attracting attention as an option for a sustainable future. This article provides a practical and expert explanation of the concept of ethical fashion, from the initiatives of specific brands to the challenges and possibilities in business development.
What is the difference between sustainable and non-sustainable?
One thing that is often confused is the difference between "sustainable fashion." Sustainable is a concept that focuses primarily on the environmental aspect, and its main focus is on reducing CO2 emissions in the manufacturing process and using recycled materials. On the other hand, ethical fashion is fashion that has a comprehensive ethical perspective that also includes working conditions and social fairness.
POINT It's easy to remember that sustainable means "friendly to the global environment" and ethical means "friendly to both people and the planet."
Examples of ethical brands from around the world
Ethical fashion is practiced by many brands, mainly in Europe and the United States. Representative examples include People Tree in the UK and Patagonia in the US. These companies produce their products in fair trade certified factories and place importance on transparency throughout the supply chain.
Consumer psychology of choosing ethical fashion
Gen Z and millennials in particular tend to value the background and social significance of a product rather than its price. One reason for this is that the spread of social media has made it easier to visualize information. Being an ethical product is itself a form of "self-expression" and "proof of empathy."
Challenges and Opportunities in the Japanese Market
It is said that ethical fashion has been slow to take hold in Japan. The reasons include high prices, lack of consumer education, and lack of awareness of what it means to be ethical. However, interest is gradually increasing recently, with local governments and educational institutions starting to raise awareness, and there is plenty of room for the market to expand.
POINT "Storytelling" is important in the Japanese market. When a brand's attitude and philosophy resonates with people, it tends to lead to a purchase.
Introduction steps to apparel business
To incorporate ethical fashion into your business, you can take the following steps:
- Review of production background (fair trade certification, working environment)
- Use of recycled and organic materials
- A clear story on the product page and packaging
- Transparent contracts with suppliers
- Use of certification logos (e.g. GOTS, Fair Wear Foundation, etc.)
Advertising and marketing considerations
When using ads on Google AdSense etc., you are required to use "non-misleading expressions" and "substantiate ethical claims." For example, the key to passing the review is to avoid ambiguous expressions such as "100% ethical" and to clearly show specific examples of practice.
summary
Ethical fashion is not just a trend, it is a fundamental value for surviving in the coming age. It has the potential to change society as a whole through the choices we can make as consumers and sellers.