Fashion and product recycling try to draw Black Friday towards sustainability
This year’s ‘Black Friday’ day has come with some news Those who promise to stay are not just expectedMega sale‘, which forces you to fill a virtual shopping cart, but also increasingly sustainable campaigns. seems Contradictory Let recycling go hand in hand with the grand opening of Christmas shopping. However, more and more companies are joining these initiatives and showing us that another way to approach consumption is possible.
Or at least that Says Raquel Sadaba, Dean of Navra University’s ISEM ‘Fashion Business School’that, although he understands that in a philosophical sense there is a contradiction between the circular economy and continuous innovation, “in a practical sense, textile products – for example – can be recycled without regard to brand or production style, what is more important. The fibers and fabrics they use are”, explains Dean.
In this sense, Sadaba reports that “recycling is another avenue for consumers Get closer to the productand is committed to creating “a different way of understanding things”. Defending the coexistence between economic attitudes, consumption and the way those attitudes are understood, sustainability. Frank Carreras, a professor at Esade and an expert in digital marketing, supports this coexistence. Teachers explain that promoting recycling doesn’t have to mean giving up on ‘Black Friday’.
Vodafone’s campaign throughout this month is a case in point. The phone company launched its nickname ‘green friday‘: Their stores will accept your old equipment and give you extra discounts in return. It’s a commitment to recycling in which they get you involved “to help yourself and help the planet,” they explain. However, the company should try Keep this line ‘green’ The rest of the year, because according to Carreras, “customers read the continuity of these actions and the long-term commitment. It’s important that these measures are not counterproductive to customer demand and punish those that are clearly intentional and artificial so that brands learn what to do. The right thing is not the enemy of being profitable” Movistar It has included it in this ‘Black Friday’ campaign with its ‘buyback’ offer, thus responding to Telefonica’s commitment to sustainability.
But fashion has been working on recycling for a long time, starting with the use of materials that had a previous life. Quick Diaz, CEO of PR TerritoryA communications agency that manages several fashion firms reports that in its case, “relationships with sustainability are maintained throughout the year.” Estuary of MenorcaMakers of traditional Menorcan sandals since 1947, producing with such traditional models: the brand has Vegetarian line And another recycled plastic material. “All of Abaraka’s materials are recycled. Regarding the soles, instead of putting on typical rubber soles, what is done in Menorca are specific outings and materials are collected to recycle and reuse them”, Diaz explains.
Ecolf This is another great Spanish name that is committed to sustainability and all of its fabrics come from recycling; With a special focus on recycling plastic from the oceans. This Black Friday, 0% discount will be applied to bet on responsible consumption.
But fashion giants are also adding more to sustainability from a variety of sources. One of the examples is Inditex’s flagship brand: Zara. In addition to betting on supporting small companies: “Zara by Ria Menorca” was one of the capsules that the Amancio Ortega star chose for last season, it also applies sustainable standards to the production of its products. Secondly, about the impetus for more ‘green friendly’ solutions, Zara offers A shift towards sustainability With projects such as opening a recycled second-hand clothing section in its largest stores in the United Kingdom.
Another big one listed in this model is Levi’s. The company is committed to this route with its ‘Levi’s Back to Eco’ program, which it will make available to customers with the Catalan Association’s ‘Back to Eco’ project. collection point He dropped off old denim clothes in his store with the intention of giving them a second life. These types of campaigns create “a very significant public impact because consumers start to notice other options And a different fashion culture is created”, defends Teresa Sadaba.
Black Friday with 0% discount
Regarding the coexistence between sustainability, recycling and ‘Black Friday’, other fashion companies consider that Textile industry It’s the world’s second-largest polluter—after oil, according to the UN—and they’re aware. Prof. Territory’s CEO explains that many businesses this year won’t attend events like “Black Friday” because they believe they’re just destroying the planet. It usually hurts us at the sales level because they stop, yet we continue. ‘Full Price’ model. As if nothing happened.”
Another company that has sustainability in its DNA, as advocated by the CMO (Chief Marketing Officer). Alexander Fernandes, Flamingo’s Life, is a brand of vegan sneakers made in Spain and Portugal. “Everything we do is done from that point of view. The sale of each shoe model is associated with a specific social project including Trees are planted, plastic is collected from the sea and water wells are built“, explaining. The brand’s approach would be to close its online store on the second day of mass consumption.
“‘Black Friday’ brings with it severe environmental degradation and extreme forms of labor exploitation, the worst consequences for the planet, with polluting emissions and waste generated,” says Fernandez. “For their part, engaged workers are forced to work overtime under appalling conditions to meet the demands of the industry,” a situation the company is not willing to go into.
Brands from some sectors join the initiative. Among them, the bag and backpack maker Freitag, Mud jeans or wardrobe basics Asket, are all committed to distinguishing their services from ‘Black Friday’, an initiative reminiscent of the revolution that began in 2011. Patagonia. The firm urged not to consume under the text at the time ‘Don’t buy this jacket’ And since then, in its continuous awareness programs, specific projects for these dates have been added. Finally, this year, we do not challenge that “‘Save’ by spending more“, slow down and “Think of the bond we all make with our clothes”. The company is committed to making us aware of recycling and recycling damaged clothes.
Thus, Frank Carreras explains that American “has succeeded in capturing ‘Black Friday’ not only for sales, but also for sustaining and supporting it.” “This is because when we communicate as a brand, an action always speaks louder than words, phrases or fancy slogans,” he explains.
However, and returning to the duality of principle, why would a company be interested in betting on sustainable events? because Durable is profitable, or at least that’s what Essade marketing experts defend. “A brand is interested in being positive for society because that’s the way society wants to continue,” says Carreras. “Though some necessary changes in the organization are required in the short term, there is no reason to think so Long term It cannot be profitable”, he adds.
For this reason, all experts predict a future where sustainability and, in particular, recycling will have a place as one of the main pillars of our consumption patterns, our lifestyles and our companies. Alvaro LunaEnvironmental degree professor at a European university, assures that “next step companies will have greater responsibility in every process related to: where their raw materials come from, Quality of products They offer, respect Fundamental RightsAdequate management of contamination from sourcing of resources, as well as contamination from the production process and self-generated waste”
For his part, Fran Carreras believes that the Technology This will be a fundamental tool for this green way: “It will allow us different ways to practice this recycling. Sacrifice. At the same time, it will also open up cheaper, more sustainable and equal opportunities More comfortable“
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