Marketing Challenges for an Eco-fashion Brand: A Case Study

Some of the efforts towards marketing eco-fashion brands have not resulted in extensive consumption of these brands, which is particularly critical when environmental degradation and waste is increasingly being questioned. This article uses a case study on an eco-friendly company called Rant Clothing (Australia) to demonstrate the significance of eco-branding and marketing. The article proposes that the increased interest in eco-fashions lies in the ideology of skillful branding and ingenious marketing. Specifically, this article investigates the functional and nonfunctional benefits of branding. On the basis of this literature synthesis the article challenges theoretical branding and marketing issues that are likely to underpin Rant Clothing from an eco-perspective and provides a platform for increasing consumption.