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Warming up to ‘eco-chic’
Is green the new black? Yes, say most of our panelists.
“Even Wal-Mart is going green, and they don’t do things lightly,” says Davidowitz. “Environmental concerns resonate, especially with younger consumers. Look for the luxury sector to adapt some environmental elements.” Moreover, Danziger notes that luxury consumers usually have the extra funds to indulge in a feel-good purchase, adding that “Buying eco-chic merchandise makes them believe that they’re helping the world.”
Not to be overlooked, says Hertzman, are philanthropic accessories with clearly stated underlying messages-brands that “give back” in ways that resonate with consumers. Still, even for environmentally beneficial and/or charitable products, adds Feller, “The fashion still has to be there.”
But NPD’s Cohen remains skeptical of “eco chic”—even cautioning that the “green” phenomenon is starting to “brown out.” If consumers have to spend too much for a particular environmentally friendly product, they’ll opt out and leave saving the world to others willing to spend their ‘green,’” he says. “Price is paramount. The ‘green’ card is being played everywhere, and overexposure is causing consumers to fold their hands.”
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