Utilising social marketing tech niques and engaging

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engaging consumers in ethics and sustainability. Utilising social marketing tech- niques and engaging communication methods could aid in the promotion of these campaigns, whilst helping to inform consumers and raise their awareness. This again could have multiple bene fi ts not only through increased engagement but also through increased knowledge promoting a more informed consumer, which in turn could in fl uence more positive purchasing behaviour. The fourth issue raised to be challenging the development of responsibility in the fashion industry is the segregation of certain collections or ranges which are more ethically or sustainably compliant than others offered in-store. As discussed earlier, whilst this approach has positive implications through the raising of awareness of certain issues, but it does send out mixed messages to consumers. The more switched-on consumers will begin to question this approach as to why only a small collection complies with certain responsibility standards and not others. This seg- regation could have very negative effects on a consumer s opinion and trust of a brand. In order to avoid this potential negativity, retailers need to implement an integrated business strategy in which they begin to build ethical and sustainable values into the way they do business. By incorporating this into their core under- lying values, retailers will be able to offer their full product provision that satis fi es certain responsible standards. This will prevent the segregation of products and promote brand trust. Consumers will no longer be presented with a choice and trade-off decision in preference to the choice of which retailers they choose to trust. 32 A.M. James and B. Montgomery
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The adoption of an integrated business approach could also aid in addressing the lack of accessibility to socially responsible and sustainable products and also address the issue of the current provision being seen as not on-trend or fashionable. Through the elimination of two markets; responsible and non-responsible, the industry could begin to successfully move forward in addressing the key issues preventing change. 5.1.1 The Role of the Retailer Throughout this chapter the role of the retailer has been heavily discussed, with reference made to their powerful position to in fl uence change within the industry. As one of the three key stakeholders in the fashion process (manufacturers, retailers and consumers), they hold a unique position in which they have the ability to implement many strategies, techniques and approaches in the pursuit of a more sustainable future. However in order for this change to occur, brands and retailers need to utilise this powerful position and fully take advantage of the in fl uence they can have over purchasing consumers and manufacturing producers. The relation- ship seen between the consumer and the retailer is varied and can change from company to company, however, in order to move things forward this relationship needs to be strong and be lead by the retailer. When successful this relationship has
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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