Ethical fashion brands : promotion approach or a real value

Ethical fashion appears as a conscious consumption movement in the 90’s. It covers product offers and styles increasingly diverse. This movement has become a sustainable brand strategy, and so the number of ethical brands grew significantly in recent years, as well as their turnover. Consumers find in ethical brands a set of values that fulfill not only their need for style but also give the opportunity, through consumption, to contribute to environmental preservation, to the improvement of working conditions and better of quality of life in their countries and in less developed countries. Alternative marketing plays a key role in creating the market image of ethical fashion brands, by assuring transparency and clarity of messages, credibility and continuity, so that their differentiation factors can be step by step assimilated and understood by consumers. The study of a set of ethical fashion brands allowed to observe that these usually at the stage of market entry tend towards opting to offer a specific value, communicated clearly. Progressively, the elements of brand differentiation evolve into integrated value systems,