How can retailers enhance consumer awarness to engage in sustainable consumption in the area of fashion clothing?
QUESTION 1:
How can retailers enhance consumer awareness to engage in sustainable consumption in the area of fashion clothing?
By
Aline Guyot-Sionnest: 900210P245
Word count: 1996
1
TABLE OF CONTENT
I.
Introduction and definition of the concepts ................................................................................... 3
1)
Sustainable consumption ............................................................................................................ 3
2)
Fashion clothing retailers: specificities and challenges regarding sustainability ........................ 3
II.
Retailers can promote sustainable consumption through adapted marketing mix ....................... 4
1)
Through the assortment, retailers decide what products customers will buy ........................... 4
2)
Through the store layout and price, retailers reveal their sustainable commitment ................. 4
3) Through CRM, retailers interact with customers: an opportunity to raise sustainable awareness............................................................................................................................................ 5
III.
To enhance consumer awareness, retailers must develop additional tools ............................... 5
1)
Transparency and communication across the supply chain ....................................................... 5
2)
Innovative multi-channels strategies .......................................................................................... 5
3)
Affiliation with NGO and retailers common label system ........................................................... 6
IV.
Conclusion ................................................................................................................................... 6
REFERENCES:
How can retailers enhance consumer awareness to engage in sustainable consumption in the area of fashion clothing?
By
Aline Guyot-Sionnest: 900210P245
Word count: 1996
1
TABLE OF CONTENT
I.
Introduction and definition of the concepts ................................................................................... 3
1)
Sustainable consumption ............................................................................................................ 3
2)
Fashion clothing retailers: specificities and challenges regarding sustainability ........................ 3
II.
Retailers can promote sustainable consumption through adapted marketing mix ....................... 4
1)
Through the assortment, retailers decide what products customers will buy ........................... 4
2)
Through the store layout and price, retailers reveal their sustainable commitment ................. 4
3) Through CRM, retailers interact with customers: an opportunity to raise sustainable awareness............................................................................................................................................ 5
III.
To enhance consumer awareness, retailers must develop additional tools ............................... 5
1)
Transparency and communication across the supply chain ....................................................... 5
2)
Innovative multi-channels strategies .......................................................................................... 5
3)
Affiliation with NGO and retailers common label system ........................................................... 6
IV.
Conclusion ................................................................................................................................... 6
REFERENCES: