Ethical Fashion Fix: The Altruistic Remedy To Shopping

Quick & Easy Illustrations by Mai Manaloto

www.instagram.com/MaryAnnClothing

Fashion in general is considered a luxury commodity compared to other utilitarian goods. In this fashion discourse we discuss the relationship between fashion commodity and consumer ethics. I am guided by Rob Walker’s business book entitled Buying In: The Secret Dialogue Between What We Buy And Who We Are (2008).

Ethical selling has been a popular marketing platform for a lot of brands since the early 21st century. When you ask an individual if they support 'green buy' (a form of consumption with the intention of safeguarding the environment), most would claim they are supporters of this platform.

However, according to the Journal of Industrial Ecology, actual data on 'ethical' or 'green' consumption shows only a fraction of consumers really act on such concerns or go out of their way to ‘go green’ or ethical despite a majority of people claiming that they are environmentally or ethically conscious. Very few individuals would admit to being shallow hypocrites.  The reality of the marketplace is that a lot of people are concerned about ethical consumption but it is difficult to walk the talk especially in fashion.

The ethical sell is too limiting. Therefore, creating a brand based solely on a company's ethical practices is not a good strategy for reaching the deluxe masses. It is a niche market at best. However, do not fret because there is a way to combat this apparent disconnect with ethical consumption.

Based on a study by Khan and Dhar (2006), “individuals are more likely to splurge on fancier or pricier commodity after giving to charity”. The researchers concluded: “The opportunity to appear altruistic by committing to a charitable act in a prior task serves as a license to subsequently make [the subjects] relatively more likely to choose a luxury item".

There are many ways to make a fashion consumer feel ethical when shopping. This has given rise to LOHAS [Lifestyles of Health and Sustainability] brands. LOHAS brands provide consumers who claim to buy ecological and ethical products a variety of options such as 'personal development offerings' which include alternative health care products such as herbal teas, glutathione and slimming pills. Other offerings include spiritual products and services such as yoga, feng shui and precious stones, and eco-friendly fashion offerings such as organic, recycled or upcycled raw materials and fair trade of materials and labor to highlight ethical production. And of course there are those alternative brands that donate to charity out of their profit margins.

This variety of product and service offering gives the consumer an option to buy something and convince themselves that they have done their part in contributing towards society. All these efforts give fashion consumers enough options for an ethical fix when shopping - doing a good deed, one cart at a time.