In the first part of this article series ‘How do you market sustainability?’, we discussed that a brand’s marketing strategy should affirm a company’s ethical credentials, and that a powerful marketing campaign can potentially change lifestyles and consumer behaviours as long as the sustainable message is clear and simple. Moving on, we see how a product is a multi-dimensional entity with three levels of attributes: core, physical and augmented. All levels need to be considered when creating the appropriate marketing strategy to communicate a product and to differentiate it from the competition. Ilaria Pasquinelli dissects each level and explains why each is key to marketing the products of an ethical fashion brand.
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