Abstract
Contemporary marketing strategies offer an understanding of the importance of developing relationships with customers to promote sustainable development. This chapter explores how a relatively small German fashion retailer, ‘hessnatur,’ creates a relationship platform in their promotion of green fashion through dialogue with consumers. The main communicational platforms in their promotion of green fashion are digital, but importance is also given to engaging employees in personal communication with consumers.
The greatest challenge of the upcoming decades lies in combining the economic and ecological requirements of our modern society. This can only be achieved through persistent and active readiness, by all involved, to be part of a sustainable development.
Heinz Hess, ca. 1995 (hessnatur 2015c)
Direct quotes taken from German sources were freely translated by the authors.
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Wagner, E., Mark-Herbert, C. (2016). Relationship Marketing in Green Fashion—A Case Study of hessnatur. In: Muthu, S., Gardetti, M. (eds) Green Fashion. Environmental Footprints and Eco-design of Products and Processes. Springer, Singapore. https://doi.org/10.1007/978-981-10-0245-8_2
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