Promoting fashion brands through engaging customers in dialogue with manufacturers and distributors is an important stage in the formation of demand and, as a result, gaining profit. According to Niinimäki (2012 p.9), in the fashion industry, there is a special algorithm that determines the nature of interaction with the target audience to maintain stable sales and satisfy customer interest. As the author remarks, if specific products meet clients’ needs or emphasize their personal identity, this is an additional incentive to purchase (Niinimäki 2012 p.9). For instance, when taking into account the wishes of the target audience regarding styles and color shades, sellers can increase sales. Therefore, productive dialogue with consumers is the key to sustainability in the fashion industry.
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Maintaining sustainable demand by creating effective information exchange programs and resale platforms is a valuable mechanism in the modern fashion sector. Goldsworthy et al. (2018 p.15) state that an opportunity to discuss specific products with their subsequent exchange allows keeping buyers interested in a particular brand. If the purchased items are exchanged and resold through special applications, this will help maintain the reputation of the brand. For instance, as Goldsworthy et al. (2018 p.15) note, when using social networks, consumers can discuss certain products and comment on desired purchases. As a result, demand is stable, and the power of the brand is fueled by the constant exchange of goods.
Consumers’ justified decisions concerning the purchases of specific goods are accompanied by the availability of product information. Pookulangara and Shephard (2013 p.23) argue that those manufacturers and distributors who create a sustainable system of informing the target audience about the benefits of certain products have a higher percentage of sales. The demand for fashion that is sustainable depends on how customers are aware of all the characteristics of goods, including pricing, delivery times, and other factors. For instance, product offerings will be accepted more successfully if distributors use interaction mechanisms with potential customers through online media and notification systems (Pookulangara and Shephard 2013 p.23). Therefore, the effectiveness of sales largely depends on how detailed and accessible the description of all market offerings is.