"Our readers have been brought up believing in brands," editor-in-chief Mel Young tells Development magazine. "We're just trying to turn them on to brands that matter, be it jeans, footballs or the coffee you drink."
Mel Young – New Consumer Magazine
"Consumers are interested in cutting back on their purchases - but when they do buy, they want quality products that are dependable and will last," she said. "It is not just about buying products made of organic fabrics. This concept is part of the sustainable mission that includes not only environmental consideration, but also social and economic-related considerations as to how and where our products are made and by whom."
Alice Demirjian, director of fashion marketing at Parsons
The Monitor survey asked respondents what "sustainable" means: 45% of women said sustainable clothing is meant to "last longer" or is made of "good quality". Just 8% believe the term means "made from renewable/natural resources". Meanwhile, 31% of women believe "environmentally-friendly" means "made in an environmentally-friendly way", 28% think "made from natural/renewable fibres/materials", and 18% believe it means the clothes are made via "green or organic materials/no dyes/no chemicals".
At Timberland, the mantra has been "Make It Better", and engaging consumers to "do right" has been core to the brand for many years, according to Hitesh Patel, vice-president of Phillips-Van Heusen Corp, the licensee for Timberland menswear.
"The fall 2008 Timberland apparel line has been rebuilt from the ground up to provide consumers with more modern, functional and environmentally responsible style options," Patel says. "From a redesigned denim collection to a versatile layering system, the new collection allows consumers to express their own personal style while continuing to leave a lighter footprint on the environment."
(Lucy)
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