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E-commerce is best platform to promote sustainable fashion
12
Feb '14
E-commerce is a reliable platform to promote sustainable fashion to consumers around the world, according to industry experts.
 
Speaking to Fibre2Fashion, Makoto Morishita, Executive Director and Secretary General, ASEAN Fashion Week, commented, “Every single person promoting sustainable clothing can make a difference. More often so, we see that intermediaries exploit such avenues regrettably. The best alternative for global outreach would be an e-commerce platform.”
 
“Incorporating technology as a tool for distribution, marketing, and global presence is the key to revolutionizing. Designers should showcase their collections on runways and e-commerce platforms for a borderless distribution spectrum,” he adds.
 
Internet is a vast channel for producers to communicate and promote information about their sustainable fashion products. Providing more information about an eco-friendly clothing product, its origins and ethics, is regarded as a way to increase consumer awareness of sustainable shopping in general, as well as to attract more customers to a particular product, opines Yuecel Yelken, CEO and Founder, yStats.com.
 
“E-commerce is also a way for smaller producers of green fashion products to access millions of potential consumers. Sustainable fashion brands could thus benefit from using the Internet,” he avers.
 
Citing some examples, he adds, “One of the largest online clothing sellers ASOS has a special website section called ASOS Green Room dedicated to sustainable fashion. H&M produces a sustainable collection called the Conscious, and realizes it through the online shop as well.” 
 

Fibre2fashion News Desk - India

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