Strategic growth of ethical fashion in the luxury market Case Study

Strategic growth of ethical fashion in the luxury market - Case Study Example Recently, since the year 2005, ethical issues such as child labour, sustainable fashion, green issues, fair trade etc have gradually started to catch the attention in the UK fashion industry, when many high street brands started to catch up with the fair trade trend. One of the biggest retailers in the high street, 'Topshop' has started to collaborate with 'People tree'; which is a pure ethical brand, and launched ethical fair trade range in the year 2007. During the same time, young UK fashion designers created a new range of clothing for an established, sustainable fashion label in a competition from the 'Make Your Mark in Fashion' campaign which aims to encourage an enterprise culture among the UK's youth in London. Also, during the same period of time 'Marks and Spencers' which is a ultimately potential retailer in the UK fashion industry, has started 'Plan A' which covers green issues, fair trade, organic material etc. Their slogan 'We do it, because you want us to do it and we think it is the right thing to do.' This indicates that the major factor which constrains their business is their end consumers. Finally the ethical boom trickled down to 'Primark' which is the low end high street brand. 'Primark' has been voted as the least ethical clothing retailer in the UK, according to a survey by 'The Times Newspaper' in 2007. Also they started to lose 42% of their customer once a UK the television show; 'Panorama rightly' exposed 'Primark' as using child labour to make their cheap clothing. Eventually, in 2 the year 2008, 'Primark' has launched a fair trade organic range which contains T-shirts and jeans. Moreover, many organizations related to the ethical issues were found and are showing a rapid growth every season. In recent times fashion industry focused on 'Green Issues' with increasing awareness of the environmental problems and retailers in search of fair trade cotton could see a significant increase in its availability and