Sustainable Fashion and Communication Strategies

This set of flashcards covers key vocabulary and concepts related to sustainable fashion, communication strategies in the fashion industry, and the emerging trends affecting both sectors.

Sustainable Fashion

A way brands create clothing with no negative impacts on the environment and positive impacts on people and communities.

Sustainability Matrix

Cutting CO2 emissions, addressing overproduction, reducing pollution/waste, supporting biodiversity, and ensuring fair wage and safe working conditions.

Greenwashing

Marketing technique that implies brands make vague, misleading, or false claims to suggest they are more eco-friendly than they actually are.

Circular Economy

A model of production and consumption that involves sharing, leasing, reusing, repairing, refurbishing, and recycling existing materials.

Upcycling

The highest form of recycling, where materials are reused and repurposed to create products of higher value.

Downcycling

The process of converting materials that are no longer usable into new products of lower economic value.

Omnichannel Marketing

Creation of a brand's presence across multiple online and offline channels to ensure a seamless customer experience.

Communication Identity

The tone of voice and characteristics that a brand uses to communicate with its audience, including examples of successful strategies.

Masstige

A term used to describe marketed products that are considered premium but attainable, combining wide distribution with elevated premium value.

KPI

Key Performance Indicator, a measurable value that demonstrates how effectively a brand is achieving its key business objectives.

Cultural Relevance

The ability of a brand to engage with contemporary cultural movements and values, balancing heritage and innovation.

Creative Directors

Key figures in brands who connect heritage to art, culture, and current societal themes, often acting as ambassadors for brand messaging.

Return on Engagement (ROE)

A metric that emphasizes the importance of customer interaction and empathy in brand communication.

Content Creators vs Influencers

Content creators focus on the quality of their work and narrative, while influencers prioritize sponsorships and follower growth.