A new twist

So what if instead of getting people to buy new clothes, companies thought about taking old items and giving them a new twist.

This is an emerging trend based on the insight that green-conscious fashion consumers are opting to buy less and only as they need. This is because they have grown to understand the adverse effects uncontrollable clothing consumption has on the environment. They love fashion and are keen on looking good but they do not want it to come at the cost of the environment. It just does not sit well on their conscience. It is this same green-consciousness that can present an opportunity to those creating garments in the fashion industry. Think not only about creating and selling but to cater to these consumer needs consider recreating.

If these people are not going to buy into your marketing efforts to promote your new product drop, what about offering a service that alters their current wardrobe to adapt it according to seasonal and cultural trends?


This will not only set your brand apart from mass-producing companies that many consumers are getting tired of but it will place you in good stead. Being a basis for customer loyalty as they will value your service and be in support of a company that really wants to contribute to a better environment through environment-conscious services instead of selling them a new product every week.

Article by Gabrielle Mixon
TrendER Insights’ Fashion Researcher, Communicator & Trend Analyst

About the author

Content Creator & Trend Analyst. Gabrielle cares about people, making her passionate about learning about and from them which in turn helps her identify trends and insights that help brands grow. Email: gabrielle@trender.co.za

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