How can retailers enhance consumer awarness to engage in sustainable consumption in the area of fashion clothing?

QUESTION 1:
How can retailers enhance consumer awareness to engage in sustainable consumption in the area of fashion clothing?

By
Aline Guyot-Sionnest: 900210P245

Word count: 1996

1

TABLE OF CONTENT
I.

Introduction and definition of the concepts ................................................................................... 3
1)

Sustainable consumption ............................................................................................................ 3

2)

Fashion clothing retailers: specificities and challenges regarding sustainability ........................ 3

II.

Retailers can promote sustainable consumption through adapted marketing mix ....................... 4
1)

Through the assortment, retailers decide what products customers will buy ........................... 4

2)

Through the store layout and price, retailers reveal their sustainable commitment ................. 4

3) Through CRM, retailers interact with customers: an opportunity to raise sustainable awareness............................................................................................................................................ 5
III.

To enhance consumer awareness, retailers must develop additional tools ............................... 5

1)

Transparency and communication across the supply chain ....................................................... 5

2)

Innovative multi-channels strategies .......................................................................................... 5

3)

Affiliation with NGO and retailers common label system ........................................................... 6

IV.

Conclusion ................................................................................................................................... 6

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