LOHAS (Lifestyle of Health and Sustainability) consumers are
those that pursue a lifestyle based on ecological sustainability and on
attention to their own health and that of the planet. Consequently, when shopping,
these consumers always choose carefully, are aware of the importance of quality
and of the origin of products.
Ernst & Young in a 2008 study was considering three
scenarios that trace possible LOHAS developments:
1. Scenario 1 “niche”;
2. Scenario 2 “Mainstream”;
3. Scenario 3 “Boom”.
Evaluating the situation in 2018 the most probable scenario
is the “Boom”:
·
consumer behavior: LOHAS becomes dominant
lifestyle;
· supply chain management: integrated management and
monitoring of the supply chain;
· key success factors: quality, credibility, trust.
In 2010, when Bio-Fashion was launched, LOHAS consumers were
still difficult to find in Italy and the number of events that were focusing on
educating and inspiring this consumers’ cluster for a more sustainable fashion was definitely lower than
today.
What follows is a short list of some events on sustainable fashion that I was coordinating
in Milan during 2018 or that were organized by very proactive students’
associations and accelerators that involved enthusiasts and the broader
community of LOHAS. All these events were fully booked!
I take the chance to thank Green Light for Business, LuxuryArts Club SDA Bocconi, Ethica Club SDA Bocconi, Bocconi Students for Fashion and Fashion TechnologyAccelerator for their proactivity and contribute to make the LOHAS consumers
always bigger!!!
Rethinking Fashion Sustainability event by Fashion Technology Accelerator
Creating Shared Value in Fashion @MAFED
So,
who said that LOHAS are still a small niche?
If
you are willing to participate to events in 2019 and be part of the
LOHAS community, feel free to get in touch.
I
wish all of you a green 2019!
