Das Wollsocken-Image überwinden! Kleidung als Kommunikationsmedium und das Marketing von Öko-Textilien"

Abstract

For the past few years, the producers and sellers of eco-clothing have had to deal with a marked decline in sales. This seems surprising in view of eco-fashion having become increasingly similar to current fashion trends and, according to various surveys, a large portion of consumers claiming a preference towards ecologically optimized clothing. This paper attempts to explain this (apparent) contradiction based on a socio-psychological, culturally scientific approach to fashion theory. Particular emphasis is placed upon clothing's socio-psychological function and the role of clothing as a means of communication. It is argued that in the course of the "eco" and "nature fashion" wave in late 80s / early 90s, a specific code was established that, partially independent from actual product features, still determines consumer (pre)conceptions. Finally, a few recommendations regarding the design and marketing of eco-clothing are made.