Time of beginning of the year, confirming, especially news, even the fashion world and especially from the eco-friendly. In many know that there is a mood evocatively intoitolato Green in Fashion "but few people know the research conducted by the University International of Monaco (IUM). The analysis showed that the "green fashion", the fashion environment friendly, it would be more popular and followed by the fashionistas among Americans rather than European ones.The reason? Literally the opposite way that the two cultures have to consider the consumers of "green fashion". Capiamoci together a bit more! It seems that Americans regard the Fashionistas Green Fashion-conscious "young, trendy, sophisticated and emancipated," while the vision of those same consumers in Europe is totally reversed, almost a little 'loser'.
In this regard, and to complete their work, the researchers Marie-Cécile Brains, Sandrine Ricard Hjerth and Helena had to measure consumer interest in the Eco Mode and to do so, they have prepared and delivered a questionnaire in which asked to express their motivation to purchase green products and their opinion on who usually adds them to your shopping cart.
The result? Clear! European consumers are certainly aware of all the problems related to the importance of buying a certain type, to be attentive to 'environment, as well as know the impact of certain materials on health or ethical issues typically nevertheless , though many Italians have learned to choose organic foods are still very interested to do the same on the face of fashion.
"It 'should be better informed about the nature and dell'ecomoda, meanwhile, continue to make glamorous and the communication that the same products "said Sandrine Ricard, who is also vice president dell'IUM and a member of the research team. And the Americans? The Americans were more interested in green fashion thanks to the move by producers to focus on a celebrity at the time of launching a ecobrand on the market, as happened to the advertised brand Edun by Bono of U2 and his wife.
Fashionistas from overseas, then associate the "green fashion" for women twenties, simple but sexy, wearing shoes, accessories and fashionable clothes from ecological version unlike Europe, for whom this is seen as old-fashioned style greens and associate it with middle-aged women, quite wealthy, but simple, certainly not very sophisticated.
These associations arise from the fact that eco-friendly products are more expensive and therefore thought of as more suitable for people of a certain social status: on the contrary, research has evidenced that the majority of respondents in fact did not understand the concept of "green fashion", did not have enough information on the rules that govern the production or materials or do not know the exact meaning.
And here's what the researchers conclude dell'IUM "in Europe and the new generation should be a lever to spread the Eco. It is young people who create trends, the greens will become really a viable option only if someone with a strong influence on lifestyles decide which is the right choice but, above all, the most popular."
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