SUSTAINABLE SALES: How can we make 'Sustainable' Accessible?
I've written before about the dangers of the EPIC sale like Black Friday, Cyber Monday, Boxing Day etc, but I do think small sales are really important for labels like Elle Evans for one very specific reason: Sustainable doesn't always = accessible.
I know spending your hard-earned cash on a $150+ sustainable swimsuit can’t be an option for everyone. Heck, we’ve all been there! But what are the alternatives? Unlike most other clothing, secondhand swim can be a bit of a risk, so that really just leaves buying it new somewhere cheaper (where let’s face it, it will probably start to sag next season forcing you to retire it and buy another cheapo bikini for the coming Summer amiright?!)
Part of being a sustainable business means we actually pay what things are worth. We pay more for good quality fabric, we pay more so the talented people who sew your bikini locally earn a living wage, and we pay more to ship it using a carbon-neutral courier. And because we pay more, you pay more. That’s the price of being ethical. So while we can't slash our prices every other week we can give people the option to buy sustainably on the cheap (even if it’s just for a few days) without compromising our sustainable business model.
What do you think about having annual “Accessible Sales” for sustainable brands? Because until sustainable practices become the norm and therefore cheaper this is the best we can do. And really, doesn't everybody deserve to shop sustainably?