“We often hear that sustainability is hard and many companies think that sustainability is a massive obstacle. Sure, it is not simple, nor something that is done overnight. The most important thing is to consider sustainability as a strategic decision, or as an integrated part of the company’s strategy. Everyone from the top level management must buy in on sustainability and integrate it throughout the business and then you can start to discuss how the processes, departments of the company and the products will be affected.” (Simon Hansen, Head of Press & Communication at Danish Fashion & Textile.)

“The most important thing is to do something. Anything. It is better than doing lot of nothing. Craft your vision with sustainability at its core. Know your supply chain. Then implement that vision via strategies across your entire supply chain and value chain. A starting point could be finding certified suppliers for the material or fabric you use most, for e.g GOTS certified cotton. This way you are certain that the bulk of your material is made under environmentally friendly and ethical labour conditions.” (June Basar, Head of PR & Communication at Aiayu.)

The Global Fashion Agenda suggests four core priorities for immediate implementation in the form of:

• Supply chain traceability by tracing tier one and two suppliers
• Start combatting climate change by implementing measures that reduce greenhouse gas emissions.
• Efficient use of water, energy and chemicals by implementing efficiency programmes in processing states
• Uphold standards for the respect of universal human rights for all people employed along the value chain

Four transformational priorities then follow for fundamental change:

• Transition to working with more sustainable fibres
• Develop a ‘closed-loop fashion system’ in which products are designed within a recycling system that enable the reuse of post-consumer textiles at scale
• Team up with industry stakeholders to explore a more sustainable wage system
• Engage with other brands, manufacturers and governments to prepare for workforce transitions

Information taken from The Global Fashion Agenda’s CEO Agenda 2019.

“For me, one of the most important things to consider when looking to become more sustainable as a brand, is the life cycle of your product. We believe that fur is the perfect material for upcycling due to the quality of the material, the emotions the garments generate and the value fur as a material holds. Contrary to the average outerwear product, made from wool, for example, a fur coat has an average lifespan of thirty years and usually lives on for generations, or can even be made into new and different styles throughout their life cycle”. (Trine Storm, Head of Marketing & PR at Oh! By Kopenhagen Fur.)

“The Internet and social media now offer so many opportunities for eliminating cost and saving time while taking care of the planet. At VOCAST, we offer brands the opportunity to create digital versions of their physical showrooms, reducing the need for editors, clients and influencers to come and visit. However, showrooms are just a slice of your business. Sales, supply chain and all other sectors hold digital alternatives. By making this transition to digital services, you’re saving both time and resources, which is great for your economy but also great for the environment.” (Jens Hamborg Koefoed, Co-founder of VOCAST.)

There is no ‘right’ way to do sustainability, but so many ways to get stuck in. Whether you are looking to find the right materials or just starting out with a new vision, implementing sustainable practices is a great way to future-proof your business. It looks like what was once a trend, is now here to stay, with sustainability having established itself as a business imperative for the modern business.

Reach out to your future sustainable brand ambassadors with our Influencer Network. Our international team of curators build email lists by handpicking journalists, influencers, media outlets and more, who are most relevant within the fashion and design spheres. Why not take a step towards sustainability with your marketing strategy? Read more about our Influencer Network here.

First of all, digital content marketing is at its core. Keeping you connected and keeping your community alive. Content marketing was not always at the forefront for brands and their marketing plan. With a prediction that it will grow into new heights, Forbes mentions, “this year will be the acceleration of content marketing. Furthermore, even some marketing gurus are bold enough to say that content marketing is marketing today.

Building your brand can be captivating — when putting the effort to great content. Are you consequently pushing out content on social media for the sake of just pushing out content? Well, you might have to take a step back. According to Social Media Today, “you need to find that sweet spot. Where you can ideate, create and publish content that both serves your audience incredible value in a personal and meaningful way, as well helps you achieve your goals. This is not going to come as easy as it may have in prior years.”

So above all, create content with a purpose. Your personal presence is always meaningful and that is what should give high activity ratings.

Putting out authentic and personal content is the factor that will separate your brand from the competition this year. People tend to put trust in content they can relate to, more so than in a generic ad. 

With the growing presence of marketing automation and technology, it’s easy to lose touch with your community.  Yes, automation and bots are here to stay. Hence, it helps you to scale more efficiently, take better decisions and save money. However, in this fast forward marketing development, it’s easy to lose the personal touch with your community. So helpfulness and personalization in your marketing might be more necessary than ever.

Studies show that 78% of consumers value content relevant to their personal lives so much that it can even increase their likelihood to make a purchase. In 2019, your marketing team should create content personalized to the wants and needs of individual consumers. When your target consumer experiences tailored content just for them, their mindset will shift from that of a one-time customer to a brand ambassador. Get on the trend by getting personal with your marketing plan.

The third marketing trend that will be important in 2019 is to have a voice. Customers want their favorite brands to take a stand and speak up for a cause they believe in. First of all, societal and political issues are being of greater importance than ever, consumers are putting their faith in you as a brand to have a voice and make a change. Whether shopping for a bar of soap or a pair of sneakers, consumers are weighing a brand’s principle as much as their products.

In 2018, an Edleman Earned Brand study revealed that 64% of consumers bought based on beliefs, an increase of 13% from 2017. Belief-driven buyers will choose a brand based on where it stands on political or social issues that the consumer cares about. So be sure to know where your brand stands on social issues. If your brand doesn’t have an opinion, the consumers of 2019 may be more inclined to chose the brand that does.

Of course, influencer marketing is not a new concept, but identifying a set of “local heroes” that can be your brand ambassador is. These influencers are near and dear to your brand, with lower followings and a voice that directly reflects the mind of your target customer. Even with your large budget and global e-commerce business – chances are your marketing efforts should hit close to home.

Being endorsed by macro influencers and celebrities may seem like the best choice, but these promotions are often drowned out and short-lived. Micro influencers have the potential to reach their community in a personal and effective way. By partnering up with them while they are up & coming your brand has the potential to create long-term campaigns and promotions.

Unsure of who you should collaborate with? Click here to read our blog post where our international in-house curators have predicted the up & coming influencers to keep an eye out for this year.

Video content has been predicted to be the most successful format for content marketing in 2019. However, it is a format we yet have to see brands take advantage of. Video production can seem like a difficult and scary task for an inexperienced videographer, but keep in mind that they do not always need to be well produced. So why not try it out? Do a Q&A, a tour of the office or let consumers get a glimpse of the design process when creating next years collection.

Videos have always been a popular content format, but these days it’s all the rage. No wonder though, the online video directly drives better engagement. Hence it gives higher response rate, and is believed that 80% off all internet traffic will be video by 2019. Customers, shoppers and viewers love to feel that personal connection with a brand that comes off from the off-the-cut content. Isn´t that the perfect way to start fostering brand loyalty?   

• 87% of marketers use video content in their marketing strategies.
• Mentioning the word video in the subject line of your email campaign increases the open rate by 19%.
• Video in your landing page is capable of increasing conversations by 80%.
• 90% of customers say videos help make buying decisions.
• 64% of clients often buy a product online after watching a video about it.