By PAGE Editor

When you've created and launched sustainable products, the considerations don't - or shouldn't - end there. If you're a green company, your promotions and marketing efforts should be too. So, let's take a look at some sustainable fashion promotion and marketing ideas, as well as some key things to keep in mind along the way. 

It's more sustainable to retain customers

Did you know, it costs five times less to keep customers than it does to attract new ones? Not only this, but the costs associated with winning new customers require additional marketing techniques and efforts that all consume energy. With this in mind, it can be argued that it is more sustainable - both in the respect of business and the environment - to retain your existing customers. 

There are many tried-and-tested promotions that can boost customer retention - after all, if it ain't broke, don't fix it - which can easily be applied to the fashion industry. For example, some of the best bingo offers include daily cash prize draws, enhanced bingo games, happy hours, discounted ticket prices, and free entry. Here, customers can be attracted to the brand with offers like beginner’s rooms, bonuses, and free spins, and stay for the continued loyal customer offers. 

Now, let's apply this same logic to fashion. Some of these promotional techniques are evergreen, such as prize draws and happy hours - when customers sign up to your service, they could receive an entry into a prize draw, or gain access to discounts during certain times of the day. In addition to this, you could send subscribers exclusive vouchers or discount codes, or give them priority for new launches or sales. This way, you will reward customers for shopping with you and making the most sustainable choice. 

Be clear in your message 

In recent years, studies have shown that 85% of global consumers are making greener purchasing choices - and, 82% of consumers will favor a brand if its values align with their own. In addition to this, 70% of consumers want to see brands actively speaking out about social and political issues, 66% of these because they believe that brands can affect change.

So, what does this mean for your marketing efforts? Well, firstly, you can utilize digital storytelling to show consumers how your fashion brand is sustainable, why you are making sustainable choices, and how shopping with you can create real change. And, if it can be done digitally, that will create much less waste than printed products. How you do this is up to you and your brand - for some, this might be through e-newsletters providing hard evidence of your positive impact, for others it might be through catchy graphics on social media, or even simply getting rid of plastic bags (and shouting about it from the rooftops). 

And, finally, make sure you keep it positive. It can be tempting to use negative language when evidencing how your brand is more ethical and sustainable. However, psychological studies have found that 'shaming' consumers for previous behaviors can actually have an adverse effect - customers associate feeling guilty with your brand, which is not something you want your marketing to do!  

And there you have it - just a couple of ideas, and some things to consider, for sustainably promoting your green fashion brand. With these things in mind, you'll be able to make a more informed decision on what works best for you. 

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