One thing we can be certain of is sustainability becoming fashionable. Consumers are becoming conscious and the appetite for responsible brands is on the rise. In fact, the global ethical fashion market is predicted to grow to $8.25 billion by 2023. According to WWD, consumers spent more than seven billion hours online searching for “sustainable,” “ethical,” “fair trade,” and “eco-friendly” items in 2020.  

Childrenswear is no exception, in fact the market is booming. 

The UK kidswear market was worth £6.3bn in 2019 and was predicted to grow to £6.7bn in 2020, according to Euromonitor International data. A 2019 report from the market research provider argues that shifting demographics, including a widely reported “baby boom” in 2011, have created stronger growth in the category. It now continues with year-on-year growth due to the widespread uplift not only to online consumer buying, but to a significant shift in consumer spending on sustainable products.

A 2019 Mintel report shows that 30% of UK customers choose a retailer based on their sustainable fashion ranges. Plus, 57% claim they make more ethical fashion purchases now than they did 12 months ago.

This has been consistent with what we have seen within sustainable ecommerce advertising. Within the last 12 months, we have seen a key shift towards sustainability and more brands beginning to adopt this messaging within their digital marketing. This has resulted in a cluttered market, greenwashing and a clear need for brands to distinguish themselves. As an eCommerce Digital Marketing Agency for sustainable brands, we’re beginning to see a shift in consumer engagement online. Our learnings have shown that sustainability is no longer a point of brand differentiation, it’s an expectation placed on brands by consumers and no longer holds weight within a brand’s USP.  In fact, in our opinion sustainability should never be considered a USP it should be a brand requirement. 

Which is why we developed our USSP™ (unique sustainable selling point) offering. Discovering your unique sustainable selling proposition, requires research, strategy and development in order to separate your brand from competitors. 

As an agency we champion this. We believe your brand story is created through your unique value proposition and USSP™ which act as the vehicle to your success.  

Discover how we generated a 7,555% YoY growth for a childrenswear brand, using this approach.