H&M Is Promoting The "Environmental Fashion" Cowboy Series.

H&M is promoting the production of denim series in an environmentally friendly way, hoping to improve consumers' awareness of environmental consumption.

At the same time, ecological environmental protection coincides with the development of "environmental fashion" this year.

In fact, the word "green fashion" is no stranger to the growth of more and more environmentalists.

Since February 2013, Sweden's fast fashion brand H&M has recovered nearly 14000 tons of clothing, equivalent to 18 million T-shirts, through its global stores.

Imagine that these scarves or sweaters or jeans were not left in the closet corner or thrown into the garbage dump, but instead were left to H&M for recycling, and H&M did not care about the brands or usage of these clothes.

"In Sweden, since H&M started promoting sustainable clothing in December 2014, it has received 12 tons, equivalent to 100 thousand T-shirts," said H&M Dan Mejia, a Swedish media spokesman.

In August 25th, Mejia said at the preheating meeting of "cowboy rebirth" series: "every time we receive a kilogram of clothing, we donate a piece of clothing to the UN Children's foundation of Philippines. So far, we have donated 12000 pieces."

Making cowboy series in an environmentally friendly way.

There are many factors that affect the development of business in a better direction. Of course, the factor is whether we can directly create profits.

Initially, H&M attracted people from the 6 discount shops at the subway entrance to carry out this activity. Recently, the SM Fairvie branch was added.

People will get a voucher for each bag of clothes to get a convertible or discounted product next time.

At the same time, ecological environmental protection is also developing with this year.

Happen to coincide.

According to analysis company Euromonitor International forecast: the environmental fashion industry will reach US $1 trillion and 800 billion.

Fast fashion brand also applies environmental protection concept to its product manufacturing process.

Mejia said, "the clothes used in the cowboy rebirth series are all from the previous recycling.

It is closely related to consumers. "

H&M is promoting this series, hoping to improve consumers' awareness of environmental consumption.

Consumers can see these jeans, conjoined clothes and jackets in H&M shops, all of which are made of recycled or organic cotton cloth.

In essence, the clothes that have been worn before are reborn in another form, because some of the raw materials of some new clothes come from recycling, and the recovered clothes can neither be sold nor sold as second-hand clothes.

Filipinos are practitioners of "green fashion".

In fact, the word "green fashion" is no stranger to the growth of more and more environmentalists.

In June 2014, the Nielsen Co conducted a survey of corporate social responsibility, and found that 80% of Philippines consumers were willing to spend more money on environmental products.

The same is true of consumers in Asia and elsewhere in the world.

For example, in Japan, department stores instilled social and environment-friendly consumption ideas to customers, such as fair trade, organic and natural raw materials, recycling and upgrading, and traditional handicrafts.

Author Yuiko Mitani analyzed: "Japanese consumers, through their shopping experience, pay more and more attention to product value and its relevance."

Meanwhile, Fredrick Famm, manager of H&M Southeast Asia, said: "Filipinos are more receptive and keep up with the global trend. They understand that not only do they want to buy good-looking things, they also pay more attention to whether these things make themselves feel comfortable."

Emotional connection

Now, the communication between buyers and sellers has been unimpeded. If consumers or groups do not agree with the value of products, they can not buy.

They can even complain about sellers wasting materials or polluting the environment or unfair treatment of their employees.

In addition, enterprises can also allow consumers to participate in, on the one hand, enhance shopping pleasure, on the other hand, improve environmental awareness and practice the concept of environmental fashion.

Mejia pointed out: "the establishment of emotional connection between brands and consumers is also what H&M has been pursuing."

The global fast fashion brands are well versed in the effects of social media, and a negative event can be quickly spread through other social media such as Facebook and Twitter.

When asked about the effectiveness of the clothing recycling project, Mejia said: "we don't care how much profit it can create, but rather give it back to consumers, donate to local charities or invest in recycling.

We don't expect to benefit much, but it is undeniable that it gives us a competitive advantage, not just consumer preferences.