Abstract
Through this chapter, the authors intend to provide information to the fashion and retail industry about the latest trends and their drawbacks, further increasing the awareness of environmentally conscious consumers. The objective of the study is first to examine the prevalent green marketing strategies adopted by fashion and retail businesses. Further, it also evaluates the actual reality and effectiveness behind the strategies used by brands to understand if they are creating an illusion of sustainability or are genuinely committed through case studies of various retail brands. Lastly it investigates consumer attitudes and perceptions of green marketing in fashion and retail. This research employs an approach to explore driving factors for green marketing in the fashion and retail industry. Utilizing secondary data, a comprehensive review of existing literature on sustainable practices, consumer behaviour, and industry trends was done.
TopIi. Green Marketing Trends In Retail
SHIEN
The most downloaded app in the US in 2021 (even surpassing Amazon), Shein is a well-known Chinese brand with competitive prices and $10 billion in revenue that obliterates everything in its way. Chinese retailer SHEIN recently appointed a Chief Governance, Social, and Environmental Officer (also known as an Industry ESG Director) as part of its most recent effort to meet rising business and fashion standards (Srauturier, 2024). Customers can return leftover products to Shein for coupons, according to the brand's website. Shein advertises itself as a vegan company that doesn't use any fur or leather on its website (Kenk, 2022). Shein introduced its “Our Products/Our Planet” campaign in response to mounting negative publicity. The campaign states that Shein produces 50–100 pieces for each product and will only make big quantities of a product when there is a great demand for it. (Lai, 2024)
Key Terms in this Chapter
Recycling: Waste management, resource recovery, material reclamation, environmental stewardship.
Fast Fashion: The quick turnover of clothing lines by fashion companies, often results in environmental and social consequences
Green Marketing: Strategies companies use to promote environmentally friendly products and practices.
Circularity: Closed-loop systems, sustainable supply chains, waste reduction, product life extension, resource efficiency.
Micro Plastics: Tiny plastic particles, environmental contamination, marine pollution, nanoplastics, ecological impact.
Sustainability: Environmental conservation, social responsibility, economic viability, green practices, sustainable development.
Fossil Fuel: Fuels derived from ancient organic matter, such as coal, oil, and natural gas, contribute to environmental degradation and climate change.
Greenwashing: Techniques businesses employ to falsely portray their products or services as environmentally friendly.