週二的單元我們說到了如何與消費者溝通永續性的議題。今天就由一個著名衣服品牌 Reformation 來探討他們是如何傳遞這訊息的。

Recap from previous episode

1. Localized your message

2. Certification matters to consumers

3. Transparency

4. Help consumers to see (visualize the message)

5. Communicate the benefits in the way consumers can understand

How Reformation Communicate

跟自己品牌做連結

VC: “What very few brands have managed to do is to make sustainability sexy. Reformation has done that.”

“I’ve been pitched by countless numbers of people launching a sustainable brand, and those tend to fail,” said Frederic Court, an early investor in Reformation and the founder of Felix Capital, a London-based venture capital firm. “What very few brands have managed to do is to make sustainability sexy. Reformation has done that.”

Framing and how it connects with the TA 用消費這的角度

“Being naked is the #1 most sustainable option. We’re #2.” — connected with consumers who care about climate change.

Transparency 透明化

The company has also won fans by using transparency to promote its eco-friendly activities, led by Kathleen Talbot, Reformation’s chief sustainability officer

Relatable information 用消費者的語言

In one example, a $248 sweater made from recycled cashmere saves 600 pounds of C02 and nearly 3,000 gallons of water when compared to conventional clothing, according to the firm’s methodology. Reformation also promotes its green bonafides with data and reports. Shoppers can read online about its commitments, including sourcing all fabrics from recycled, renewable or regenerative materials by 2025, or how it’s working on using mushroom leather.