How to Read How to do sustainable marketing in the Fashion Industry without becoming anxious? RTF
This thesis is not only an alarming and anxiety-provoking observation, but above all a reflection ground towards positive and optimistic paths of evolution in the short term, but also for the generations to come. I highlight the role of marketing in the Fashion Industry, whether positive or negative, so that we become aware of its true influence on our behavior, our ways of thinking, but above all the motivations behind our purchasing acts. I highlight the different macro-environment influences that "direct" our actions in order to apprehend, understand and model them so that they are in line with our system of capitalism and ecological but also ethical marketing.We will understand together the success factors of the players who have succeeded in this last bet and how to implement them at our scale. There will also be a brief overview of the niche luxury fashion market, including its role in the ecology and the direction that marketing is taking in this sector. The interest of this thesis is to focus more on concrete marketing actions in correlation with ethical and ecological values rather than on an impalpable and dead-end reflection. It is time to realize that marketing has more power than our ego wants to grant it and that it has its cards to play in a society that is ecologically flawed. In order to do so, I decided to make the most objective observation possible by basing my research on the fashion market essentially, in order not to scatter, and this, mainly on the French territory. However, for more objectivity and transparency, I have often been led to extend my field of reflection on the European and American territory. Once this observation was made, it was essential to analyze the directions our world is taking, that is to say, our behaviors.It is reassuring to see that many actions are already well implemented, particularly in terms of production, consumption and communication. We will then move on to the green marketing dominants and the success stories that are part of an ecological fashion business that have left their mark on our minds, thanks in large part to rigorous and transparent marketing. This thesis will conclude with the success factors to adopt in order to move towards a greener business and behaviors.Although it currently has an anxiety-provoking tendency, marketing has everything to gain from taking a more optimistic, positive and transparent direction to get people to take action.We underestimate the power of communication and marketing when in fact it has a huge influence on our behaviors, whether they are purchase oriented, idea oriented or people oriented.
