Consumers all over the world are becoming increasingly attentive to the environmental and social impact of the products they buy. They belong to the niche often known as ‘cultural creatives’ or LOHAS (Lifestyles of Health and Sustainability).
When we speak of LOHAS we refer to a type of consumer that pursues, through daily choices, a lifestyle based on ecological sustainability and an attention to their own health and that of the planet. Consequently, when shopping, this consumer chooses carefully, is aware of the importance of quality and of the origin of products – and that includes fashion products. Understanding LOHAS customers – and segmenting them – is fundamental for the companies to be successful. Are they addressing a “fundamentalist”, a “health fanatic”, a “fashionista” or “moderate” consumer?
The book “The Responsible Fashion Company” (Greenleaf Publishing, 2014) has been written for students, researchers, managers, professionals, and, of course, for LOHAS consumers, with the intention of raising awareness and providing information on how to manage eco-sustainability in fashion. In short, it is about how to be a more informed and proactive consumer.
By interviewing many experts – after several years of research – I had the opportunity to discover some best practices. I would like to briefly introduce some of these with reference to issues which are particularly important for certain phases of the product life-cycle:
- Innovation in the value chain
- Reduction of environmental impact and use of resources
- Transparency and traceability of the value chain
To read more check out my article for ecofashionworld: enjoy your reading!