Last but not least: eco-fashion struggles with an image problem
A European research team has studied perceptions of «green fashion.» Apparently, eco-fashion has an image problem in Europe. Interest is low. As if «green» weren’t a big seller!
Eco-fashion is well received by North Americans. It is seen as young and trendy. When Americans think of green fashion, they imagine a young woman whose clothes make her look simple but also sexy. The whole thing is enhanced by organic labels from hip celebrities such as U2 singer Bono. The situation is different in Europe. Here, organic fashion has a conservative image. People who wear organic fashion are generally considered to be wealthy - no wonder, as the stuff is usually expensive, but it's just not stylish. So there is still a lot of image cultivation to be done. More advertising. Like Coop's eco-fashion ad featuring actress and former Miss Switzerland Melanie Winiger. After all, there are enough eco-friendly celebrities out there.
