Marketing Challenges for an Eco-fashion Brand: A Case Study

Abstract

Some of the efforts towards marketing eco-fashion brands have not resulted in extensive consumption of these brands, which is particularly critical when environmental degradation and waste is increasingly being questioned. This article uses a case study on an eco-friendly company called Rant Clothing (Australia) to demonstrate the significance of eco-branding and marketing. The article proposes that the increased interest in eco-fashions lies in the ideology of skillful branding and ingenious marketing. Specifically, this article investigates the functional and non-functional benefits of branding. On the basis of this literature synthesis the article challenges theoretical branding and marketing issues that are likely to underpin Rant Clothing from an eco-perspective and provides a platform for increasing consumption.

KEYWORDS:

• eco-fashions
• branding
• marketing
• self-concept
• fashion theory