PRODUCT MARKETING STRATEGIES FOR A SUSTAINABLE WORLD: EXAMPLES FROM THE FASHION SECTOR

Abstract

Factors such as the disappearance of borders with globalization, the free movement of capital, uncontrolled population growth, production and consumption without considering the loss of natural resources have led people to think and act in order to find a solution. With this orientation, sustainability strategies have found their place in every sector and have become a macro trend in the world.

In the days when we were closed to our homes with the effect of the covid-19 pandemic, nature's renewing itself and giving a clear message to all humanity has been a factor that attracts the attention of businesses. In this context, businesses have started to work to reduce the negative effects on the environment on a voluntary basis and to increase the popularity of their brands by developing different strategies and strengthening the bond with consumers.

Within the scope of the study, the websites and advertisements of some world brands that draw attention with their sustainability studies were examined; In addition to transparency policies such as who produces the products, where the materials are purchased, whether enough wages are paid to the employees within the scope of production, adherence to ethical principles on nature and living things, designs made with recycled products or materials, the amount of waste, policies against fast fashion and waste in the way of being sustainable was found to be prominent.