The UK fashion High Street in recent years has endured a number of large changes, with not only the wants and needs of customers changing but also the type of stores available. Despite this triggering change in the way people buy fashion, the ethical clothing market remains an exceptionally low market share, holding just over 1% of the overall apparel market (Niinimaki, 2010).
Many elements could be blamed for this low market share including the lack of High Street availability, low consumer awareness and added price premiums. However it is the steps towards taking the socially and environmentally responsible fashion market from being a niche market share to a more mainstream, everyday product that could help in developing its street presence. The question is what is it going to take to get to this tipping point?
SOURCE contributor and expert on consumer behaviour patterns, Alana James digs into the ways to being sustainable fashion to the tipping point, the article is structured into the following parts:
- Retailer Power
- High Street Availability
- Core Business Values
- Consumer Awareness
- The Tipping Point
Image: Emma Watson for People Tree (member of the Fellowship 500), shot by Andrea Carter-Bowman
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