They’re watching you – the advertisers and marketing gurus – keeping track of your every eco-purchase. And since the so-called green “trend” doesn’t seem to be such a trend after all (see What’s the Story), these marketing experts are watching more closely, and with green colored glasses.
Who is this green fashion consumer and what does she want…and why? Listed below are the four types, according to Iconoculture, and each has her own agenda:
If you’re The Living Green consumer you “most likely eat organic foods. [You’re] finding new ways to use old clothes, shopping vintage and thrift shops, and buying clothes made of recycled fabrics.” For you, green is a way of life – you’re committed to making a difference and not just in your closet.
If you’re “looking to build up the green in [your] fashion portfolio”¦rethinking and redefining [your] sense of style and eco-chic”, they call you The Core Fashionista. Hemp and hippie are not in your vocabulary, but if it’s stylish and green, you’ll buy it.
The Walking Green consumer describes the younger shopper “driven by wanting to belong to a greater community…a trend follower.” This may be your daughter or sister or niece – she wants to go green because everyone’s doing it – her budget is small and her attention span is short.
If you’re The Spending Green consumer you “…embraced green when it was still very much a luxury category, and intend to keep it that way. For you, buying green connotes luxury, not sacrifice.” You’ll spend what it takes, but in return you want unique and chic and exclusive.
What’s your agenda when it comes to eco-fashion? Is a category missing”¦and you’re it? Tell me – I’m waiting to hear from you.