Ingredient Brands, as well as those indicating fair fashion, need to fulfill a set of functions

Ingredient Brands need to fulfill various functions (Information-Trust-Relief-Image Function) in order to be accepted by consumers. These functions are interdependent, but they build up, starting from the information function towards building trust over time and finally providing the relief and image function. Once the Ingredient Brand fulfills this set of functions, consumers demonstrate an increased willingness to buy and a higher consent to pay a price premium. In this way Brand Loyalty is created leading to more frequent repurchases.

From our experience working with Ingredient Brands for more than 15 years, we know that consumers trust Ingredient Brands in many cases as a seal of quality and trust. This has been proven for example by our 2014 representative consumer study, which included 1800 consumers in Germany, Austria and Switzerland. While a vast majority of consumers associated a well-known Ingredient Brand with long-standing benefits such as higher quality (91%) and technological innovation (90%), 49% of all participants already considered Ingredient Brands representing a business standard, a sustainable or ethical production, a certification or a secure transaction as important for them, while 93% of them considered such labels as more or equally important for them in the future.

There is no doubt that consumers are actively willing to look out for Labels and Quality Seals through which they can get confirmation and trust for making a good purchase. The challenge for the future will be which of the existing and future labels will climb the ladder and finally indicate the “relief”-function.

Only once the consumers are in the “relief-function” position, they develop uncritical buying behavior. That means they trust the brand identified through a hangtag or label on the garment and that meets their buying expectations. They do not re-check the respective brand promise every time they make a purchase. We know that uncritical buying behavior from our set of life-brands we go with through the decades of our consumption life.

In the times of up to 6000 advertising impressions hitting consumers every day, only very few make it through into our relevant set. In that sense all NGO’s, Labels, Initiatives, materials, fabrics, production methodologies, collections and so on are fighting for the same rare place in consumer attention- to be in the 2.3 options for consumers’ buying decisions.

If you want to find out more about the relevant set of 2.3 options, how to most likely get there and how to build a long-lasting Ingredient Brand, contact me at tomasv@braind.co or visit our website www.braind.co.

We have summarized our thoughts in the BRAIND® Who Made My Clothes White Paper. If you want to read more about it, please click here and download our white paper.

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