Sustainably made clothes tend to be popular with a largely affluent subset of consumers, but it’s important to make sure green-minded customers can find a product and are aware of the extra effort behind it.
LOS ANGELES (PRWEB) February 21, 2018
A February 2 article on People discussed a new fashion effort being spearheaded by England’s famed Kate Middleton (aka, Catherine, Duchess of Cambridge). The project, cofounded with philanthropist Livia Firth, will highlight an haute couture collection of sustainable fashions made by designers from the 52 nations of the English Commonwealth. The Commonwealth Fashion Exchange will feature a number of projects aimed at a younger worldwide market, as the majority of the population of the nations – mostly former colonies of the United Kingdom – is under the age of 30. Hi-Tech Printing & Labeling Inc. notes that the Duchess is hardly the first famous figure to successfully promote environmentally aware fashion products. One reason for that, says the firm, is that sustainably made clothes tend to be popular with a largely affluent subset of consumers – but it’s important to make sure green-minded customers can find a product and are aware of the extra effort behind it.
For products aimed at affinity groups of any kind, the importance of fabric labels and hang tags can’t be underestimated, says Hi-Tech Printing & Labeling Inc. While hardcore, environmentalist/fashionistas might know about the special nature of something like the Commonwealth Fashion Exchange, more casual pro-environmental consumers need a clear statement to understand that how the product is different from other items. The manufacturer notes that even very high-end boutiques might display a sustainably made dress alongside other dresses, with no particular distinction being made between them. Thus, it’s absolutely crucial that tags and labels ensure that consumers are aware of an outfit’s provenance. The firm notes that fabric labels, while relatively small, will act as a reminder of why the item was purchased in the first place. A larger hang tag, however, will be more important in making the initial sale.
Hi-Tech Printing & Labeling Inc. says that the design of labels and tags is obviously crucial. The label must brand the product in an iconic manner. A hang tag, on the other hand, will be able to provide more striking visuals and detailed information about how the outfit is made and, if desired, the philosophy behind it. The important thing is to make sure that like-minded consumers won’t have to guess about whether or not the product supports their viewpoint.
The firm notes that this approach is not limited to any particular type of point of view. Pro-environmental people are just one affinity group out of many. Other products sold in specialty retailers might offer a message that is aimed at religious or otherwise coded to aim at heartland consumers. The important thing, says the fabric label and tag maker, is to make sure a product gets in front of the correct consumers and then to make sure those consumers know what lies behind it.
To find out how Hi-Tech Printing & Labeling Inc. can help clothing and other items connect with consumers nationally or worldwide, readers can phone the firm at (213) 746-7772 or visit the company’s web site at http://www.FabricLabels.com.