16 Aug '17, 4pm

How Can We Shift Sustainable Fashion From Niche to Norm?

How Can We Shift Sustainable Fashion From Niche to Norm?

For the optimists amongst the crowd, this was a hard pill to swallow and Stephan Zeijlemaker, co-founder of Yumeko, who brings with him over 20 years in advertising, added a dose of Dutch realism to the debate. He said, “most consumers don’t want to change the world unless you make it really easy,” and nodding heads ensued. So what does “really easy” mean exactly? For Tom’s Marketing Director Lisa Hogg, certification is the answer. She said, “while some consumers want to get into the details, others just want to see the certification label and move on.” Stephan, ever the realist, made the observation that many brands, such as his own, are facing certification fatigue on the road to redemption. “We’re proud to have a completely transparent supply chain,” he said, “but by the way, this is a real pain in the arse, because each year we have to spend a lot of time and money ren...

Full article: http://www.ecofashionworld.com/Industry-News/How-Can-We-S...

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