The Rise of “Virtue-Based Buying”

Hermes understands that natural dyes work just as well as synthetic ones, without damaging the environment. However, a lot of industry folk are skeptical about this belief, including Keith Recker when he was first approached about it during his time at Saks Fifth Avenue. But eventually, he saw the benefits… and it set him on a path to an ever-greater understanding of what will become an ever more important topic to the fashion business in the years ahead.


  • The rise of consumer-led “virtue-based buying”… and how to (authentically) incorporate it into our brand messaging.

  • What NOT to do: The lesson a small central American sea snail has to teach us about what will happen if we keep abusing nature for selfish gain.

  • A strange (and surprisingly controversial) story about avocados that give us fashion marketers an important insight into how Millenials and Gen Z approach environmental sustainability.

  • Rejecting “superficial fashion”: The role fashion brands big and small have to play in this consumer development.

To listen to the interview, click here.

About the Author

Andrea Roe is Project Director for Seven Stockings, a graphic design firm for the fashion industry.