The sustainable fashion industry is progressing fast as consumers are increasingly thinking about what they are buying and trying to reduce the impact of purchases. The growing success of sustainable and ethical fashion is due to social media and its ability to educate, share stories about brands, good and bad, alert consumers to the huge amount of choices that are there, create communities and enable individuals become key influencing factors when their peers and their brands know their choices and style choices they buy.
Social activism has become a major force for change and has achieved remarkable results in the sustainability of the fashion industry. The Greenpeace campaign has attracted over 400,000 supporters to detoxify so far. Greenpeace primarily promoted its campaign through social media with an attractive, anime-style YouTube video. Sponsors are also encouraged to sign in to their Facebook page and support their support. The campaign was extremely successful with many fashion retailers who agreed to clean their supply chains, including the world's largest fashion retailer, Zara, and Levi, the world's largest jean manufacturer. Greenpeace also encouraged people to send an Instagram photo with the company name to see the detox option in the next campaign.
Labor Behind the Label is a campaign organization that raises awareness of ethical issues in the fashion industry. Recently, Adidas has paid $ 1.8 million from its former Indonesian supplier, and paid from Kizone to 2,800 employees and attracted over 50,000 supporters. Label Behind the Label has launched a number of other campaigns, including brands to ban sandblasted jeans, encouraging fans, including Facebook sites, to link to the campaign website. This is not the first time that Adidas has been the subject of public service disagreement in social media. In June 2012, the brand withdrew its clutch trainer when their Facebook page (before the market appeared) published comments criticizing slavery
. practices in the fashion industry, social media have also become a positive force in spreading news that provide the right right, make a difference, and have a great story. Social Media includes a variety of platforms and networks to help ethical brands know their stories. YouTube is probably the most widely used and broadcast for the AW13 London Fashion Week a series of ethical fashion videos as part of Estethica before being posted on YouTube, where it can be viewed, distributed through other social media, and placed in blogs.
The importance of social media for marketers is due to their ability to drive and accelerate social certification. Social evidence is how to justify the norm by taking into account the behavior of others. Social media greatly increases this process as it allows us to access a much larger number of people to enforce ourselves than most people who can gain experience in the offline world. The strong online communities of social media platforms, growing and ethical influences and supporters of sustainable and ethical fashion play a key role in this social belief.
Toms Shoes is just an interesting example of an ethical fashion brand that has managed to bridge the gap between the ethical and the mainstream fashion market. Perhaps behind this success story is their ability to communicate good media with social media. Without their one-day shoes The campaign prompted users to spend a day without shoes and get acquainted with their experiences using the #withoutshoes hash tag. These messages, through collaboration with AOL, have empowered consumers to help distribute #withoutshoes messages to over 1,000,000 before the event date, and rewrite the celebrities. Tom shoes have also become popular in fashion bloggers and clothing sharing sites, but it's hard to say that this is partly due to the popularity of social media, maybe a little.
is a community of people interested in a particular topic, but their impact far exceeds the actual community and the more they interact, the more they grow. There are a number of social media communities that are changing consumer habits because they encourage fashionistas to do and repair, renovate and wear vintage and used clothes. This is coupled with the tendency to move from trend to individual style declarations, helping to change what is considered cool. Street-style photographs, fashion blogs, and site-sharing tools help inspire instead of dictating how people should dress and helping to democratize fashion, where consumers have more choice and access to more brands than on the main street. Even the concept of less purchase is becoming increasingly controversial in social media, as bloggers face challenges to look stylish for a week, a month, or even a year, to wear limited clothing, or to buy nothing. Perhaps one of the most well-known of these challenges is the Single Project, where a girl undertook to wear a little black dress for 365 days in a sustainable way, but much more. The Label Behind The Label, the Six Elements Challenge, is a challenge that helps raise awareness of the ethical practices of funds and the fashion industry. discover, share, find out and consume fashion. Hopefully, social media will continue to empower consumers to make fashion conscious individuals capture style and sustainability as well as brands to find new work models that will ensure that they practice and communicate their ethics in the most effective way. Social media has opened communication and it is only a good thing to increase transparency and the choice of the fashion industry.