The fashion industry has made significant strides in recent years, with a growing emphasis on sustainability. As consumers become more aware of the environmental impact of their purchases, it has become increasingly important for fashion brands to adopt sustainable practices. Unlike most fashion trends, sustainable practices are likely here to stay. For brands, effective communication of their sustainability efforts is more crucial than ever in building brand credibility and fostering loyal customers.

Sejal Joshi, the co-founder and CEO of Thoughtful PR, has been assisting brands to explore the wild world of PR for several years. She believes that sustainability isn’t just a buzzword—it should be at the heart and soul of a brand’s identity. And she has got some incredible advice on how to communicate that to customers and win their trust.

In the interview, she emphasizes the necessity for companies to be real and honest when discussing their environmental efforts. No smoke and mirrors here. Tell it like it is – “where your materials come from, how you manufacture your products, and what your supply chain looks like.” Such candour displays transparency and convinces customers that you are the real deal. We were intrigued and excited to know more about her opinions, and here’s how the interview went!

Q: How significant is sustainability in today’s fashion industry?

Sejal Joshi: The fashion industry is currently placing a significant focus on sustainability. Consumers are becoming more conscious of the environmental and social effects of their fashion decisions, and they expect brands to be more open about their practices. Brands that fail to enhance their sustainability practices risk being left behind in the constantly evolving industry landscape.

Q: What are some effective PR strategies for sustainable fashion brands?

Sejal Joshi: Transparency is key when it comes to PR for sustainable fashion brands. They need to be open and honest about their sustainability initiatives, both with customers and the media. That means sharing details about where they source their materials, how they manufacture their products, and what their supply chain practices are like. By doing so, brands can build trust and credibility, which leads to loyal customers and more sales.

Q: How can sustainable fashion brands effectively communicate their sustainability efforts to customers?

Sejal Joshi: Sustainable fashion brands can use various channels like their website, social media platforms, and in-store displays to talk about their sustainability efforts. But they need to keep the language simple and easy for customers to understand. No confusing industry jargon or greenwashing tactics.

Visual storytelling is also powerful for getting the message across. Brands can use photos and videos to showcase their sustainably sourced materials, manufacturing processes, and supply chain practices.

Q: What are some common mistakes that sustainable fashion brands make in their PR efforts?

Sejal Joshi: From my perspective, the one mistake sustainable fashion brands are making is  not being proactive in their PR efforts. Nowadays, consumers crave authenticity and they require tangible evidence of brands’ eco-friendly practices. This is where PR comes in handy. With effective PR, you can not only promote your brand as environmentally conscious, but also provide credibility to your company for both current and potential consumers.

You can achieve this by conducting PR outreach, securing placements in media outlets, and more. There are two options for communicating your sustainability efforts: you can either handle it on your own or hire a PR agency for their expertise. PR agencies have established networks that can speed up the process and deliver quality results. Using PR as a way to communicate your message is effective because it comes from a third party source, which adds credibility to your brand and can help establish it quickly and easily.

Q: How can sustainable fashion brands measure the success of their PR efforts?

Sejal Joshi: Sustainable fashion brands have a few ways to measure how well their PR is working. They can keep an eye on media coverage and social media engagement to see how far their message is reaching.

It’s also important to pay attention to customer feedback and sentiment. Brands can use surveys, customer reviews, and social media monitoring to see how customers are responding to their sustainability efforts. This feedback is valuable for fine-tuning messaging and strategies to better meet customer needs and preferences.

Q: What advice do you have for sustainable fashion brands initiating their PR efforts?

Sejal Joshi: My advice is to start small and focus on building a foundation of transparency and authenticity. Be clear and genuine about your endeavours all along. Furthermore, make it a point to learn and adjust as you go. The fashion industry is continuously changing, so you really want to keep track of the most recent trends and best practices.

It’s additionally important to team up with the right partners, whether they’re influencers, media outlets, or other brands. Working with similar people and associations helps spread your message to a more extensive audience.

Finally, be patient and persistent. Building a strong reputation and loyal customer base takes time and effort, but it’s worth it. Stay true to your values and commit to sustainability, and you’ll stand out in the market and make a positive impact that lasts.