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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Some Consumers Find Sustainable Marketing So Annoying

Overconsumption and fast fashion have become easy targets for brands flexing their climate-friendly attributes. Consumers may agree with the message — but take issue with a self-righteous tone.
A landfill
In-your-face messaging — and bashing fast fashion in particular — can still be effective, even with today’s more wary consumers. (Getty Images)

A typical Patagonia ad evokes a sense of awe for nature: rugged terrain under an endless blue sky, extreme athletes summiting the vast mountain range.

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Further Reading

Resale’s Fast Fashion Purge

Vestiaire Collective will now block 30 brands including Gap, H&M and Zara from its platform, adding to an earlier ban on Boohoo and other low-priced online retailers. It’s an eco-conscious spin on a broader push upmarket by secondhand companies.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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