Brands Branch Out
National Geographic, JCB, Jeep, Pepsi. We all know the brand names – and that’s what marketing maestros are counting on with a spate of new fashion lines that cash in on their parent product’s pedigree.
Article for the subscription-only international fashion and textiles industry site JustStyle.com. Read it in PDF here.
How Green is Your Tally? Organic cotton first came under the spotlight in the caring, sharing ’90s, when the trend for all things ecological impacted products from detergent to cars.
The fashion industry was not slow to see its chance to turn Green into gold, and the “environmentally friendly” marketing angle was picked up by designers, retailers and manufacturers – some of whom were genuinely committed to the cause, others just going along for the ride. When the natural fiber buzz was usurped by a shift towards techno fabrics, organic farmers took the financial brunt. But after the noisy revolution of the ’90s, a quiet evolution continued as the organic cotton industry built a stronger supply structure, a broader customer base and a more commercial approach to bringing its product into the mainstream.
Article for the subscription-only international fashion and textiles industry site JustStyle.com.