Sustainability - is one of the luxuries and fashion's most marketing concepts nowadays. The global pandemic and social media influences have shifted the end consumers' perspectives on environmental sustainability.
In China, PwC's report recently revealed that Chinese consumers have become more conscious of their consumption's social and environmental impact (2022 Global consumer insights survey China Report, 2022). Especially for young Chinese consumers usually prefer to be involved in the brand experiences and dive into the behind-the-scenes processes. Young consumers often need to be reassured about the authenticity of the official brand claims.
With this rising interest and attention to sustainability amongst Chinese consumers, more brands drive their communication message in this direction to gain traction in the China market. Communicating sustainability as part of the consumption reason requires an understanding of the appetite of the local audiences. A genuine concern for the environment and a sustainability business will be more important than just a label that creates value. It means engaging with the local customers in value creation and emotional resonance and highlighting the brand's environmental pillar—for instance, a domestic fashion brand defined by its minimal design, durability, and environmentally conscious. The local young consumers have welcomed Kleeklee. The brand opened its factory stores recently and welcomed consumers to witness the denim dyeing processes.
For global fashion brands with their sustainability mission, it's vital to keep a transparent communication focused on delivering sustainable focus and care to the Chinese end consumers. One of the many digital solutions will be live-streaming activities. A global brand could leverage the live-streaming content to present an authentic sustainability vision while highlighting how it brings positive value to end consumers' health and well-being.
