Thought of the day

It’s you’re birthday and you’ve seen a dress on the high street that is £30 and another similar one for £60. Which one do you go for?

Now what if I told you that the £60 dress has been ethically produced; the workers who made it have been paid properly and under safe and comfortable working conditions. But the £30 dress is being modelled by your favourite actress and has bypassed ethical concerns. Now which dress do you choose?

Ethical fashion is quietly becoming a top priority for shoppers. Even Tesco has started making clothes from end of line stock that would have gone to the landfill and affected the environment. Clearly the demand for ethical fashion is rising.

But studies still find that having image based campaigns are more popular than those that use being ethical as the main selling point. Take American Apparel for example. They began using ethical fashion as their unique selling point but had to switch to a more image based racier marketing strategy because it brought in more revenue. People do care about being ethical but what priorities come before being ethical? And how can we change this?