Samenvatting

In this study, promotion channels for an eco-fashion collection of the German start up label Flowers&Birds have been identified. It has been revealed, how sustainability in regard to clothing can be credibly communicated and who the target group for these garments are.
In Germany, a slowly increasing number of fashion labels are offering clothing from organic materials whose makers guarantee good working conditions and appropriate wages for all those integrated in the supply chain. However, on a global scale the percentages of materials that are cultivated and processed in an environmentally friendly
way are minuscule, which leads to the clothing made of these textiles being fairly high priced and not very wide spread, positioning organic garments on a niche-market in Germany. Research done for this study includes a consumer questionnaire amongst 184 German women and five expert interviews with people having a background in the production and retail of organic garments. The consumer survey focused in particular on the target group of the fashion label Flowers&Birds, namely women being 25 - 40 years old. Within this
audience in focus it was evaluated, that their associations towards eco-fashion are split. Environmental friendliness in terms of growing raw materials without the use of pesticides or other chemicals is highly valued. The omission of those substances is regarded to be
better for nature but also for the consumer when using the end product. Ecological garments though, are seen critically. Due to the fact that the supply chain for these products is long, the target group finds them obscure and questions whether higher prices for the clothing are really appropriate. Further, the designated target group
complains eco-clothes to have dull cuts and bland colours. Setting their focus on the environment and the personal health, the target group of Flowers&Birds matches the consumer group of LOHAS, people that lead a Lifestyle based on the notions of Health and Sustainability. This buyer public developed in Germany alongside the advancing of the megatrend of sustainability that has been identified in this paper.