WHY CHIC, LUXURY, DESIRABLE AND GREEN IS AN ENDURING AND WINNING COMBINATION.
It’s tough to find a person who doesn’t enjoy chic, luxury, well-designed products— and if the product, service or experience does well for the environment? Even better! Not only are eco-friendly products, services and experiences beautiful, they are a source of status. Eco-chic is moving beyond fashion and boutique hotels, invading just about every B2C category.
Let’s talk about the average person who has decided to adopt a greener lifestyle. They often like to be recognized by their purchases and newly adopted habits. Visibly green and eco-friendly products act as instant recognition for an upscale lifestyle. Chic products that use sustainable or recycled materials and are manufactured in an eco-friendly manner are particularly appealing as these products fit into the green consumer’s value system, make them look good and boost their eco-cred.
The ultimate offer a brand can make is to help consumers escape the guilt caused by consumption while still delivering a unique, lust worthy product. Sure, you may have splurged for that pair of Gucci Sustainable Soles but they’re made from biodegradable bioplastic. And if you shelled out the extra cash for a premium, hand woven upcycled denim rug, the fact that your purchase is not only special edition but also eco-friendly can lessen any buyers remorse.
Even for those who don’t particularly care about going green, they still recognize that helping the environment is commendable. All things being equal, making a chic product that is also sustainable only enhances its appeal. Be innovative, use new materials and when marketing, ensure that you communicate the backstory behind the product or service to help people understand how purchasing it benefits themselves and the environment.
Examples of this trend:
Announced in February, the Napkin 4.EVER is a writing utensil designed to last forever. The product is inkless and features an ethergraf tip made from a metal alloy that doesn’t need to be sharpened and leaves a mark similar to a graphite pencil. The 100% Italian-made product retails for just under $50.
Saught is a Singaporean-Cambodian social business that supports the economic rehabilitation of landmine-afflicted communities in Cambodia. The upcycled jewelry is created with scrap metal from landmines and is handcrafted by local Cambodian craftsmen.
This year, The North Face¬†unveiled the Fuse Uno: a lightweight mountaineering jacket cut from a single piece of fabric. Woven from threads of different strengths, the jacket has varying levels of durability— for example, the shoulders (where backpack straps are likely to rub) are more hard-wearing than the body. With around 40% fewer seams than a comparable garment, the Fuse Uno weighs about 12 ounces and retails at around $400.
