Why Apply the Marketing Mix for Success - Sustainability in the Fashion Industry

Sustainable fashion is still considered a new, yet rapidly evolving industry. The correct use of marketing strategies will create a positive environment for a sustainable brand to thrive, bearing in mind that our greatest challenge is to mitigate customers’ skepticism regarding sustainability. Using the 4Ps—Product, Price, Place, and Promotion—will allow brands to showcase their ethical values and engage with diverse market demands. Why the 4Ps?

Product

Sustainable brands must guarantee their products, from the process to the delivery, follow ethical standards. All by meeting and exceeding consumers’ aesthetic and functional needs. Choosing stakeholders wisely will enforce trust and loyalty from clients.

Price

Costs in sustainable industries tend to be higher due to slow processes, long production, and scarcity of materials. As for pricing strategy, the price will need to reflect the brand’s exclusivity and authenticity expected from an ethical brand. Nonetheless, offering payment plans can open a broader target.

Place

As the importance of the product, the channels where sustainable pieces are offered will determine the authenticity of the term “Sustainable”. Working with online ethical platforms or eco-conscious multi-brands will boost the brand’s credibility.

Promotion

Captivating storytelling will be very effective as a promotion for a sustainable brand. Customers will connect with the brand while learning the ethical values behind every piece. Social media is a great platform to share the complete journey of sustainable, ethical fashion.

Due to the challenges a sustainable brand faces in this consumerism era, strategically designing the 4Ps during the creation of a fashion brand will help navigate market challenges, drive long-term success, and create meaningful customer relationships.