The Future of Women´s Underwear: Claudia Stingl’s Take on Sustainable Textiles and Women’s Health

In the world of fashion, sustainability has become a buzzword often thrown around but rarely fully understood. Claudia, the founder of Cedenu, has been aware of this problem for several years, and two years ago, she started researching the sustainable textiles industry, aiming to create a low-impact and plant-based underwear brand. With a background in product marketing and innovation management, Claudia has shifted from her corporate role to tackle key industry issues like plastic pollution, textile waste, and body health. Committed to sustainable textiles, Cedenu´s innovative product designs and educational initiatives are helping us shape a more environmentally conscious activewear landscape.

In a recent interview I had with Claudia, she shared her beginning, the vision, and the idea for founding Cedenu, as well as her own take on sustainability in fashion, especially referring to underwear garments and women’s body health.

The beginning of Cedenu

As the founder of Cedenu, Claudia Stingl saw a time and need for a career change. Having a background in product marketing and innovation management, and later doing consulting for Martec and analytics has led her to a new direction – exploring sustainability in the aesthetic plant-based hygiene underwear. On her career shift, she explains:

“I didn’t have the feeling that I could make an impact within my corporate career. So I wanted to change it and make something useful. A few years ago, I changed to period underwear. And I’ve seen how much plastic is used in the industry, both in disposable, but also reusable products, and how harmful this is to the environment. That is why I wanted to make a change, provide some better solutions, that resonate with our bodies, but also with the environment.”

Claudia´s take on sustainable textiles

To find the most suitable fabric solution, Claudia has been doing research for over two years now. Being sustainable, as she says, is starting at the right place, which is going all the way back to the fiber. The best options are obviously plant-based fibers such as hemp, linen, and cotton, because they don´t involve any plastics. However, it´s important to look at the entire supply chain to define the level of sustainability of a fabric. The first step is looking at how the fiber is actually harvested and processed. The difference between certain fiber and its organic variant lies in the chemical fertilizers, the amount of water used, where the fiber is coming from, and how it is transported.

But, which fabrics should we totally avoid?

According to Claudia, “all that are made from fossil fuels. So that is nylon, polyester, elastane, spandex, acrylic. And these are a synonym to plastic basically. And they are not only a problem in the production phase, as many chemicals are used here, because the groundwater is polluted. But especially in the usage space, the microplastics are being shedded every time we wash them, and pollute the water. So a lot of chemicals are involved from the start, which has an effect, not only on the environment, but also on the manufacturers, workers and our groundwater. And the big problem about this is that the micro plastic ends up in our agriculture because the sewage is being taken from the groundwater as a fertilizer for agriculture and that goes back into the food chain. So this plastic is sticking around and comes back to our bodies.”

She also puts the accent on the animal-based ones, not only from ethical concerns but also because of the chemicals, water, and emissions needed to produce new animal-based textiles.

“We should leave animals out of any fabric. The worst part is taking leather. Around 1 billion animals are being taken each year to make leather. That’s a huge number. And this is not only including cows, but also pigs, goats, kangaroos, and even alligators. And the second worst part is silk. Silk is made of silk worms, and for one kilogram of silk fabric, you need 5000 silk worms that are killed during the process. This is also a very cruel practice. The third fabric which is often used today is wool. There is still a practice where they would wound the sheep and leave huge wounds behind. Often sheets are castrated, and some of them die in the process.”

During the interview, we acknowledged that while animal-based products like leather, fur, wool, and silk bring considerable benefits to fashion in terms of features (soft, durable, warm), nowadays the industry also has access to sustainable and vegan alternatives such as Lyocell or cactus leather. Furthermore, there is a huge volume of existing animal-based materials that can be recycled or upcycled, thereby mitigating the need for new production and avoiding practices that harm animals, people, and the environment.

In focus: women’s health

Another primary focus of the foundation of Cedenu was women’s health. Therefore, Claudia has been also researching which textiles were best and worst for our health, especially as women. Today, she shares her take on the best and worst fabric options.

“I would say the organic ones – hemp, cotton, linen, but also my personal opinion, I like Lyocell very much, because it has a very nice structure. All the organic ones don’t irritate the skin, they don’t have this hazard like this effect on the body that it blocks out the air, which plastic fabrics do.”

The toxicity of textiles in everyday life is not something to be neglected, just on the contrary, it is a very concerning health issue. She continues:

“Every one of us wears synthetic fabrics because most fabrics are mixed with plastic. This can really affect our body because basically every fabric uses many chemicals, that can be irritating to the skin and cause dermatitis, where you have irritation, and some red bumps on your skin. And this happens because the plastic basically blocks out the air and it cannot circulate. And especially for underwear It’s a problem because if the plastic area blocks out the air, bacteria grows. This is really bad for the intimate area because we want the bacteria to work and let the air circulate so everything can breathe. And this is an overlooked issue and not often talked about. We have to consider it when talking about plastics, and also polyester, nylon, etc. They are treated with hazardous chemicals like BPS.

The market today is full of underwear made of polyester or nylon, despite having their more organic option like cotton. To eliminate the presence of plastic in hygienic underwear (like period underwear), Claudia suggests using a “natural bio-based layer, where the air can flow and rounded bacteria will not grow, protecting your intimate area”.

The principles of textile sustainability

When it comes to the principles of sustainability, the founder of Cedenu explains them as circularly understanding the process. That includes the very beginning on how the product is designed, how it can be made durable, all the way to the end-of-life stages, and ways it can be recycled. Using clean fabrics, not mixed with plastic is the best way to prevent environmental pollution and truly contribute to sustainability. Such fabrics can be found at fashion fairs and deeper explore the manufacturers, suppliers, their sustainability practices, and their workers conditions. So, all the factors need to be considered, she adds. As for the fashion fairs, Claudia suggests googling them, as there are many happening all the time -depending on the industry you are in. For instance for underwear there is the Interfiliere happening in Paris.

For the new and upcoming brands, Claudia suggest that sustainability starts from seeing the entire value chain, and as she adds, “from start to end, think it through “.


If you enjoyed reading about Claudia’s experience with sustainable textile sourcing and body health, I suggest checking out her blog and Instagram page for more insights on sustainable fabrics, women´s health and healthy underwear.

Also, if you’re looking to get your project into the spotlight with Etikal Media and you’ve got something fresh to add to sustainable fashion, feel free to reach out for a virtual coffee chat—I’d love to hear more about it!

Spotlight: Size Wise™️ Closet Coach: A Solution For Overconsumption.

A few weeks ago, I connected with Damion Parsons on LinkedIn. He reached out because he believed we had a lot in common, and indeed we do. Damion and his team recognized some time ago that a significant number of fashion items purchased in the U.S. and Europe end up being either returned or never worn, ultimately being thrown away in landfills.

In fact, “the average return rate of clothing in the US apparel market sits at 20.8%” and, according to Statista, consumers are more likely to return fashion items than any other product category. But why is this happening?

According to the latest Statista report, size was by far the biggest cause of apparel ecommerce returns last year. And yes, we know brands have tried to address this issue, by adding size guides and product dimensions. However, sometimes (actually, many times), it is just not the same when you see it on a picture that when you put it on. Bodies are diverse and, although the measurements are supposedly correct, sometimes it just doesn’t feel right.

What I mean is that sometimes we see something on an influencer that looks really good on her, it’s very trendy and stylish and we just want it so badly (I know you have been there, too!). We buy it, but when it comes to our home, we try it and try it with different outfits but it doesn’t match the rest of our clothes, it doesn’t look as good on us as it did on the influencer and mostly, it doesn’t represent who we are at all!

When Damion told me about this, I felt so identified with those problems. Although at the moment, I don´t often buy online anymore, I did for many years, and I always felt the need to return most of the stuff I was buying. And that’s why I felt so excited about Damion´s project.

Size Wise™️ Closet A Solution For Overconsumption.

Size Wise™️ Closet Coach is an online platform that, after years of development, assists fashion consumers in making informed online purchases. Its goal is to help its clients establish a healthier relationship with clothes and accessories, ultimately reducing both fashion brands’ and consumers’ carbon footprint by minimizing returns and clothing waste.

This platform basically encourages people to buy clothes they LOVE and they want to keep in their closet forever. BUT WAIT, let me tell you how they do it.

First of all, Size Wise™️ Closet Coach offers a Size Calculator that takes your measurements for precise product recommendations. Additionally, users can receive personalized support through closet coaching and styling tips. After the sessions, the coaches provide users with a personalized Stylebook, which includes the best styles, fitting options, clothing shapes, haircuts, makeup, and accessories to enhance their natural beauty while expressing their unique style and personality. After all, isn’t that what fashion was made for?

Furthermore, it serves as an excellent tool for expanding your fashion community, as users can create public profiles to share inspiration with other fashion lovers.

Moreover, Size Wise™️ Closet Coach partners up with brands to provide users in the platform with purchase suggestions that align with their unique needs and preferences.

Free Google Chrome Extension.

If this was not enough, Damion and his team implemented a free Chrome extension, for their partner brands using Shopify, which allows their platform users to enter their size  preferences, in terms of fitting options and styles, to find immediately the items that are right for them. 

This is great because it helps fashion brands reduce their footprint, save money in returns, and it helps consumers feel empowered, beautiful and comfortable with who they are and what they own.

My Personal Experience.

Damion’s words sounded promising, but before writing about this service, I wanted to try it by myself. The service seemed almost too good to be true, and their social media presence was a bit shady (honestly).

I decided to book a 15-minute session with one of their fashion coaches, Myriam. We had a video call, and I have to say she was super professional and kind the whole time.

Myriam guided me through the process of taking my measurements, ensuring I did it correctly, and she also asked about my lifestyle and preferences.

After gathering this information, she identified my body type and offered a couple of styling tips that were actually very helpful. I loved that she took into consideration my preferences and lifestyle before providing the tips. However , my interview with her was defenetely my favorite part.

Clearly, my primary interest was in what she had to say about the project rather than my appearance. So, I threw some questions at her, and that’s when I fell even more in love with her and the project.

Here’s a transcript of our little interview:

  • What is fashion for you?

 “Fashion is a self-expression tool. When we look good, we boost our confidence. Feeling good with ourselves is an essential part for feeling good.”

  • Why did you decide to be part of this project?

“Most clothes we buy end up being kept in our closet, because they may be cute but they are just not for us. Other clothes are less fortunate and they end up being returned or buried in a landfill. This makes sense, because we are constantly pushed to follow ever-changing trends, but every skin tone, body type, and personality have different styles that fit better for them. So, following trends is sometimes frustrating for people, because they don’t like how they look on their garments. I want to help people feel empowered, unique and comfortable with who they are, with what they wear and with how they wear it, and I thought Size Wise™️ Closet Coach was an amazing initiative to help me get closer to my dream.”

  • What do you think about following trends?

“As a fashion lover, it’s nice to keep up with trends, but don’t follow trends that don’t make you feel good. Nor every trend is for us. It’s best to choose a timeless style that fits your personality or body type, this will make you feel better psychologically, save you time and money.”

After this interview, no wonder why Size Wise™️ Closet Coach was the first business in Etikal Media ́s Spotlight section, right?

For me, it is an awesome idea and a life-changing platform that can help brands and consumers save money, time and most importantly, REDUCE OUR CO2 FOOTPRINT!

If you are a fashion lover like I am, I guess you are already excited to check this out. So, check their website to find out more about the project. Also, if you´re a brand, I’d highly recommend getting in touch with Damion to partner up, because it’s a great solution for your returns and headaches, and it will help your brand become a little bit more sustainable by 2024. Keep in mind that small steps end up bringing big things.

Would you also like to be on Etikal Media´s Spotlight? If you are a fashion brand with a cool sustainable project, feel free to reach out.

2024 Social Media Trends: Instagram, TikTok and Pinterest

On social media, the fashion industry is not just a spectator but a leading player, shaping and being shaped by trends on platforms like Instagram, TikTok, and Pinterest.

With AI entering the scene and the rapid technological advancements experienced in 2023, in 2024, consumers are demanding more authenticity, transparency, and community from brands. This trend is evident across every social media platform.

So, if you’re a sustainable fashion brand, let me tell you: you are in the right place. I’ve taken the time to analyze all the 2024 social media trends that will shape the sustainable fashion industry on Instagram, TikTok, and Pinterest. If you want to stay ahead of the competition, keep reading because this article is just for you.

 

General 2024 Social Media Trends for Fashion Brands.

 

Product Placement.

 

We witnessed this trend in 2023, primarily on TikTok. However, in 2024, influencers and brands will capitalize even more on product placement. Have you come across those “Get Ready With Me” TikToks where influencers share their breakup stories? Well, in the comments, you’ll notice people asking about their clothes, bags, shoes and jewelry.

Product placement isn’t a new strategy; we’ve seen it since the early days of advertising in movies and celebrity photos. However, this year is gaining relevance on social media too. Why? Because it’s an authentic, organic, subtle, and non-aggressive way to promote and highlight specific products. When used strategically, it becomes a powerful branding tactic, as it associates your brand with a particular personality or image.

 

Non-linear Storytelling, Curiosity and FOMO.

 

According to a TikTok Trends 2024 Report, “ends of stories are starting first. Multiple story arcs can happen at once. Communities are making up fictional celebrities and narratives.”

 

This unhinged storytelling sparks curiosity among the audience, encouraging them to keep watching and even visit the creator’s or brand’s profile to discover more about that unconventional story.

This tactic merely consists on creating a story line and dividing it strategically among several days, weeks or months of social media content, in a non-linear way. It can even be applied to a single piece of content.

 

However, the success of non-linear storytelling relies on careful planning, as it can potentially create a sense of overwhelm and disinterest. Nevertheless, there are more simple ways for brands to implement this approach. For example, you could use the caption to mention something that happens in the middle of your video to encourage users to keep watching until they spot the reference.

While this trend will be prominent on TikTok, on Instagram, it will be a bit more subtle. Instagram users will still cultivate a sense of intrigue, curiosity, and FOMO. However, they will prioritize high-quality, structured, and shorter uploads, as is the norm on the platform.

 

Gated Content- IG subscriptions and Substack.


Factors such as fatigue from seeing only “suggested content” on Instagram, the desire among creators to have ownership over their content and the ability to monetize their pages, or the wish among brands and creators to build a deeper connection with their audiences have contributed to the rising popularity of gated content through Instagram subscriptions and other platforms like Substack.

This is a relatively new tactic introduced by social media platforms, and its long-term impact is still to be tested.

However, it presents an excellent opportunity for sustainable fashion brands to optimize their profit while maintaining low production and avoiding the encouragement of overconsumption through their marketing campaigns (Comment the word “GATED” If you´d like to learn more about how to use Gated Content to optimize your profit as a sustainable fashion brand).

 

Long-form videos are back.

 

The trend of following trending audios and dances is finally over. Yes, there will still be some social media trends per niche that will help us be part of certain communities. However, long-form videos are back (we can even notice that Instagram and TikTok have introduced longer-form videos. On TikTok, we can even create 10-minute videos now).

People are demanding more creativity, authenticity, individuality, and originality. So, doing what everyone else is doing is not cool anymore.

 

Nostalgia content.

 

With Gen Z revitalizing 90s and Y2K fashion, we anticipate brands embracing the nostalgia trend in 2024. This could involve using throwback music and other references or employing “vintage” promotions for product launches in a bid to relate to Gen Z and Milennial consumers. Anticipate a surge in influencers sharing nostalgic content as well.

 

TikTok Trends.

 

TikTok’s 2024 Trends Report has clearly shown us that this year, brands should embrace Creative Bravery and the Delulu trend while prioritizing unhinged narratives, trust-building, and a commitment to sustainability to create a successful TikTok strategy.

 

Creative Bravery.

 

According to TikTok itself, brands that blend curiosity with imagination, vulnerability, and courage will be able to build deeper community connections. TikTok is all about community building, and while this trend was present in 2023, in 2024, brands should essentially behave like content creators. Consumers want to connect with brands as they do with their friends. So, brands aiming for success on TikTok will have to bring their more personal and authentic side and mix it with a lot of creativity and originality.

 

Delulu – Delusional Comfort.

 

The word “delulu” is something we have seen a lot on social media during the last months of 2023. However, this trend will become only more relevant during 2024, mostly among Gen Z consumers. Delusional is a blend of fantasy and manifestation, adopting a fake-it-til-you-make-it persona for audiences to tap into, fantasizing about their hopes, dreams, or self-defined delusional realities.

We’ll even see invented celebrities, heroes, and narratives in some social media communities.

 

Curiosity, Intrigue, and Hinged Storytelling.

 

According to TikTok, brands will see the most success if they often bring curiosity and intrigue through unhinged narratives that create FOMO, flipping traditional story arcs.

 

Need for More Brand Trust, Engagement, and Transparency.

 

That people are every year more concerned about the environmental and societal impact the fashion industry has is nothing new. However, during previous years, we have seen a lot of “sustainable initiatives” that ended up being greenwashing. So, saying “Hey, I am a sustainable brand, and I do nice things for society” is not enough anymore. Actually, that can even be considered greenwashing.

TikTok said it, and we agree, that to build more trust and connect with your audience in 2024, it’s important to be open about your sustainability efforts. Sharing the steps you’re taking to be environmentally friendly not only shows your commitment to the planet but also helps your brand be more transparent and engaging. In other words, stop telling us, start showing us.

 

Instagram Trends.

 

This year, Instagram’s Trends Report was solely focused on Gen Z (there might be something going on).

Seriously, during 2023, Instagram has doubled down on Gen Z. Thus, it makes sense that they want to focus mostly on this generation, as Instagram recognizes that niching down helps reduce competition (smart move). Additionally, their new app “Threads” has been magically adopted by Gen Zs, making it a great marketing tool for 2024 (comment the word “THREADS” on this post if you want me to write a post just talking about this platform).

For their report, Instagram partnered with WGSN to survey Gen Z across the US, UK, Brazil, India, and South Korea to discover what keeps them engaged on the platform—“from fashion, beauty, social media, dating, friendships, and more.”-

These are the trends that will be most relevant for sustainable fashion brands:

 

Fashion:

 

 

    • Preference for sustainable fashion practices. In 2024, top fashion trends include thrifting, buying vintage or heirloom fashion, repeating outfits, wearing clothes in unexpected ways, and DIY fashion.

    • Individuality. One-third express a desire to explore more creative and personalized ways of dressing. Gen Z places importance on defining their unique ‘core’ aesthetic. They aim to curate wardrobes that make them feel comfortable and confident, emphasizing self-expression and comfort. Expect the fashion niche on Instagram to become more creative with unique outfits, hyper-individualistic trends, and increased attention to accessories.

    • Shaved eyebrows are out, with Gen Z identifying this beauty trend as one they would like to see left in the past. If you’re still featuring models with no eyebrows, consider this your sign to stop.

Social Media:

 

 

    • Gen Z plans to use social media to keep updates with the latest trends as a second priority, after strengthening relationships with friends in 2024. To be on top of the game for this generation, create content that helps them meet their goals—content they want to share with friends, relates to their personal identity/ lifestyle, or helps them stay updated on new fashion/niche trends.

    • Strengthening relationships involves sending memes and Reels on DMs, so create content you would actually share with your friends, especially if you’re a Gen Z too!

    • Gen Z is socially conscious, and aims to take action on important issues through educating themselves and others, voting, and using social media to spread awareness. They expect brands and celebrities to do the same.

    • 75% of Gen Z belongs to a fandom, with top global fandoms related to TV shows/anime, musicians, and video games. So, if your audience are Gen Zs and you want to connect with them emotionally, research on what fandoms they belong to, and make use of them through meme content, influencer partnerships or any other type of relatable, entertaining, inspiring or educating content that relates to that fandom.

Lifestyle and Priorities:

 

 

    • Top priorities for Gen Z this year include staying healthy, exploring a career path, and traveling.

    • The next year is defined as Gen Z’s growth era, focusing on self-improvement and development. Gen Z’s top eras for 2024 include Self Improvement or Development, Lucky, and Unapologetically Myself.

As a fashion brand, you need to engage and connect with your audience, building a connection beyond a one-time sale. Gen Z is set to be the generation that will spend the most in fashion in 2024. Thus, understanding their lifestyle, preferences, and priorities is essential for creating effective social media strategies.

 

Pinterest Trends.

 

Pinterest is an essential app for any fashion brand. If you’re not using it yet, consider this your sign to start incorporating it into your strategy for 2024. As Pinterest itself states , “People use Pinterest to plan for the future. This means that we have a unique insight into what’s going to be really big, really soon. Explore the breakout trends for 2024 and browse them on Pinterest—before anyone else.”

So, I believe that including the trend forecast from Pinterest is crucial to gain a broader vision of what we will be seeing on social media during 2024. Of course, for this article, I focused solely on what’s going to matter for sustainable fashion brands because too much information is always overwhelming. So, here we go:

 

Eclectic grandpa.

 

This is my personal favorite. Yes, we saw  the grandpa chic on 2023, but now that is transforming to an “eclectic grandpa” style. 

“In 2024, Gen Z and Boomers will embrace ‘grandpa core’ and bring eccentric and expressive elements for the ages to their wardrobes. Think retro streetwear, chic cardigans and customised clothing. Because the coastal grandma aesthetic is so last year.”

But, the biggest popularity was for “Customised Denim Jacket”, with +355% search volume (yes, it´s back!).

 

Hair with volume and oversized accessories.

 

The searches for the term “big bun” went up by 230%. Are we coming back to the 2000s? I can see the nostalgia now!

As Pinterest itself says: “Beauty and baubles will get bigger, bolder, and bouncier in 2024. Millennials and Gen Z will opt for oversized opulence, shopping for styles that match their ‘fluffy hair’ aesthetic. Sculptural jewelry and larger-than-life accessories will be on everyone’s minds—and wish lists.”

 

Big Talk.

 

“2024 will be all about getting vulnerable and forging deeper connections. Gen Z and Millennials will drive this trend, searching for new conversation starters and intimate questions to help couples reconnect. When it comes to making conversation, going deep is the way to go.”

We are seeing this on every single platform. 2024 will be all about getting deep, intimate, and authentic. So, of course, brands should invest their time, energy, and money in connecting deeply with their community.

 

Blue Beauty.

 

“Aquamarine makeup is back and bolder than ever. In 2024, Gen Z and Millennials will search for ‘blue glam makeup’ and ‘pastel blue eyeshadow’ as they find ways to incorporate this ’60s staple into their modern beauty routines.”

Why does this matter to you as a fashion brand? Well, trending makeup can really make a difference when styling your outfits. If you create timeless designs (which I definitely love), giving them a trending touch can make you stand out from other similar brands.

 

Rest Stops.

 

Not only is slow fashion top, but slow living is also (fortunately) coming on strong in 2024, and of course, this will be reflected in the travel habits of people. The term “slow living” was up by 60%, and “solo traveling” by 145%.

“This year, people will plan trips that take it extra slow—and help them catch up on some solid shut-eye. Gen Z and Millennials will retreat to laid-back locales that offer the opposite of a jam-packed itinerary. Fewer nights out on the town, more lazy mornings in bed. In 2024, there’ll be no shame in your slowcation game.”

 

Hot Metals.

 

Another amazing accessory you can add for those timeless outfits are metallic accessories (mostly nails!). The search for the term “Nail Art Metallic” was up by 295%.

“Cool silver tones and bold chrome are resonating right now. Melty metallics will make their way into the mainstream in 2024 as people trade in their trusty neutrals for something a bit more hardcore. Gen Z and Millennials are driving this heavy metal aesthetic.”

 

Bow Stacking.

 

I’m sure you have already seen this bow trend. But yes, it is here to stay.

“Millennials and Gen Z will embrace the art of ‘bow stacking’ as they adorn their outfits, shoes, hair, and jewelry with this oh-so-delicate detail. Bow large or bow small, next year brings bows for all. So, this is another great option to decorate your fits if you want to embrace a less bold, and more cute and chic fashion style.”

 

Jazz Revival.

 

“In 2024, Millennials and Gen Z will trade in their electronic beats for something far more retro: vintage jazz. This trend extends beyond funk playlists: Jazz-inspired outfits, dimly lit venues, and lo-fi looks are all on the rise. Take notes as the younger generation looks to the past to make this saxy aesthetic their own. Because everything old really is new again.”

 

I took the Pinterest trends that I believe could be more relevant to you as a sustainable fashion brand or creator. However, there are other very cool trends they are talking about. So, here is a link to the Pinterest 2024 Trends Report, in case you want to check it out.

These were the social media that will be most important trends for sustainable fashion brands during 2024. I hope you found this article useful and make sure to apply these trends for your 2024 social media strategy to be on top of the game with your competitors and contribute to making sustainable fashion the norm.

 

And remember, if you need help implementing these trends and optimizing your social media strategy to increase your sales, engagement, and build a deeper connection with your consumers, don’t hesitate to schedule a call with me. I’ll audit your page for free!

Happy New Year! I wish your 2024 will be full of success, engagement, and growth!

 

3 Cognitive Biases Behind Every Successful Fashion Marketing Strategy

Have you ever wondered why certain fashion brands effortlessly capture the attention of social media users, while others struggle to break through the noise? The secret lies in psychology – the art of understanding consumer behavior and leveraging cognitive biases. In this blog article, we’ll dive into the fascinating world of fashion marketing psychology and explore three powerful cognitive biases that drive consumer decisions on social media. These insights are the key to skyrocketing your brand’s engagement and sales on digital platforms. So, let’s dive right in!

1. The Halo Effect: The Power of First Impressions

The Halo Effect is a psychological phenomenon that influences our perceptions of people, products, and brands based on a single positive trait. In the realm of fashion marketing, first impressions are crucial, and successful fashion brands have understood this perfectly. They create high-quality content that aligns with a specific lifestyle, making themselves relatable, stylish, and desirable.

Collaborating with influencers who resonate with their target audience’s values amplifies this effect. By meticulously shaping their image, these brands establish themselves as authentic and aspirational, captivating their audience’s hearts and minds.

2. The Scarcity Effect: Boosting Desire through Limitation

Have you ever felt an irresistible urge to snag an item just because it’s labeled “limited edition” or “exclusive offer”? That’s the Scarcity Effect in action. Viral fashion brands masterfully tap into our inherent desire for things that seem rare or exclusive.

Through strategic tactics like limited edition releases, flash sales, and phrases like “limited time offer” and “limited stock available,” these brands set the stage for FOMO (Fear of Missing Out). By playing on the scarcity bias, they create a sense of urgency, driving higher demand and encouraging immediate action.

3. Anchoring Bias: Framing Perception of Value

Imagine stumbling upon a luxury fashion item at an exorbitant price before seeing more reasonably priced options. This is the Anchoring Bias at play – our tendency to rely heavily on the first piece of information when making decisions. Viral fashion brands have cleverly leveraged this bias by introducing a high-priced anchor product upfront. Subsequent products, even if moderately priced, appear more affordable in comparison. By skillfully presenting items in a sequence, these brands shape consumers’ perception of value, making them more inclined to make a purchase.

Conclusion: Harnessing Psychology for Fashion Marketing Success

In the fast-paced world of fashion marketing on social media, understanding the psychology behind consumer behavior is a game-changer. By embracing the Halo Effect, crafting scarcity, and skillfully using the Anchoring Bias, the most viral fashion brands have created irresistible strategies that captivate audiences and boost their sales.

If you’re eager to elevate your brand’s engagement and sales, these cognitive biases are the secret weapons you need in your arsenal.

Stay tuned for more insights from Etikal Media. As we embark on this journey together, remember that we’re here to answer your questions and guide you toward making sustainable fashion the new standard. So, if you need help or guidance with your fashion marketing strategy on social media, don´t hesitate to request a free audit with our experts.