Sustainability

real world and are educated enough to make-a-decision (Anthropologie, 2020; Rauturier, S. 2019).

Figure 10. Interior display of Anthropologie store

Sustainability

The ethical eco-literate consumer is the main reason why the company started segmenting its products and actions to reach the needs and preferences of these individuals (Sethna and Blythe, 2020).

According to Blythe, environmental consciousness is directly linked to purchasing behaviour. Based on their knowledge, people can change their behaviour and attitudes, willing to pay more for green products (Sethna and Blythe, 2020).

Anthropologie offers a compelling list of sustainable products include the store bags, and, the store ambiance sets an artfulness creative and sustainable world with crafted elements, hand-made and recycled materials for merchandise and window display. Raising the feeling of uniqueness and environmentally conscious when costumer purchase brand high-quality fair-trade products.

It’s an international trustworthy company that integrates corporate social responsibility actions to increase awareness about environmental / social issues and are committed though California Transparency in Supply Chains Act certification to conduit business in a lawful ethical manner from manufacturers to suppliers (Anthropologie, 2020). As URBN owned chain, the brand donates to several charities and participates in Global Community Initiatives through volunteer work, events, and collaborations that make a difference, to make an impact (URBN,2020).

Figure 11. Charity sustainable event

One of the charitable events was a collaboration with Traid to host an ‘’exclusive pop-up shop of vintage and second-hand womenswear’’ to encourage people to accept pre-loved fashion and discharge clothes unwanted to reduce the fashion footprint (Santamaria, 2019).

Issues with gender, subcultures and social classes

The cultural context must be considered in line with consumption and purchase behaviour (Solomon, 2020). Although Western culture has more impact around the world, companies must to adapt their products to different cultures and modified business plans to expand the probability.

Family remains the social group with more power to influence consumer decision making. But family concept has been changing through the years and vary in different cultures. Nuclear families enlarged or become single parent household, the marital roles are not specific anymore, religion, nationality, social class can modify the pattern of decision-making.

Per example the age subculture exists because the members have different attitudes and values. We should not assume that old consumers wouldn’t be prime candidates for purchase, since the market for over fifties is vast and they are the ones with high income to buy products.

Gender role orientation is also important for purchase decision, and their shift affected the business that must start lunch no gender products, or advertising campaigns that include the LGBT households, because they’re more likely to buy than heterosexuals.

People and organisations play a crucial role in the fashion industry, but because people don’t receive the same meanings to the messages and products, marketers must change the appeal of their communications adopting multicultural efforts and make modifications regarding the gender, the income disposable, the age, or the country they sell to.

(Sethna and Blythe, 2020; Solomon, 2020)