I am glad to see that big fashion brands such as H&M are introducing sustainable materials in their products. I am still quite skeptical regarding their prices. How can they sell their products so cheap and provide good work conditions in their factories? I know they produce in large scale, but is the volume enough for them to make money and to provide good working conditions? I am not sure, but at least they seem care about the environment.
As consumers we have access to information that we never had before. Internet has contributed a lot to this. Many consumers also care about where and how goods are produced, what the working conditions are and what environmental effects the manufacture can cause. We have the power to contribute to the success or failure of a product.
The marketing department of H&M understood that consumers today have voice and they are broadcasting this viral campaign talking about their sustainable actions. In my view using social media marketing is a very good way to get in touch with customers and improve the brand image. I would say touch down for their marketing team!
Sweden is one of the most eco-friendly countries in the world, so it is not surprising that this great marketing initiative mixing sustainability and fashion comes from a Swedish brand. Have a look at the video.