Sustainability objectives are complicated and difficult to achieve. When consumers are asked about it, they most often think of data and statistics, often contrary and complex. This leads to inaction on their part. Businesses are in a similar quandary. They’re unclear. This often leads to Greenwashing errors in their marketing. We all suffer. A strategy to overcome this is to brand ESG products, fibres and textiles with brand symbols, images & stories. The can shift consumer thinking from numbers to feelings creating a higher comfort level & greater chance of consumer engagement. This also helps companies monitor their messaging using the brand and its values as a filter for ESG communications. Everyone benefits & ESG moves a step closer to reality.
This Masterclass is taught by seasoned branding expert, Bill D’Arienzo who has worked with companies and product development managers, advising them on how to manage their brand and use it to incorporate ESG values into their product design & development process for over 30 years. Bill’s textbook, “Brand Management Strategies: Luxury & Mass Markets” has been adopted by instructors at over 12 U.S. universities.
Key Learning Objectives
After this course you will be able to:
- Brand fibres, textiles and fashion products to drive sustainability and circularity objectives by applying best practices currently in effect in our industry.
- Understand how, using branded communications, managers can increase fashion transparency in regarding Circularity, Carbon Footprints, Carbon Trade Offs, and other ESG objectives.
- Recognize the signs when you are Greenwashing in your labeling, hangtags & other merchandising / marketing communications and make changes by staying “on brand“.
Attend this masterclass and get:
- a 1:1 follow-up Zoom ESG brainstorming with Bill
- a copy of Bill’s 175 page book manuscript: “If You Brand It, They Will Come: Creating A Community, Commited to Circularity, guided by ESG”
A digital Certificate of Completion will be issued to all who complete this Masterclass.
How to Brand Fashion Products, Fibres & Textiles to Drive ESG/Sustainability, the Circular Economy and Avoid Greenwashing
- Certificate of completion
Below are the topics that will be covered over this 3-hour class along with discussion, case studies and interactive exercises.
- Why a Brand Identity is essentiaI for achieving ESG Objectives?
- How Brand Archetype can move the commitment needle
- How to use Brand Values & Design Thinking for [email protected] Point of Design
- Which Fashion companies are leaders in ESG and which are not and why?
- What are the signs that you are slipping into Greenwashing
- What are the differences and the consequences of Bluewashing and Greenwashing?
- How to create, copy, claims and ESG Messaging that avoids both?
Bill is the CEO of WDA Brand Marketing Strategies & founded & lectures in the Brand Management Certificate programs @ FIT/NYC. In this capacity, he has designed and teaches “Brand Strategies for Driving Sustainability and the Purposeful Economy” a 6 week intensive wherein students earn a Certificate. He has written widely on the subject matter of branding sustainability and currently is the brand advisor for Actionnate.com, a web-based sustainability initiative that aligns consumers and their values with brands and their CSR/ESG promises & NGO’s and their missions on a common vetting platform.
Facilitated by WDA
WDA offers Fashion Law Management strategies on how to create and protect your brand assets & Expert Opinion Reports (which we have done for Gucci & others) with on-line Consumer Research (which we design & administer in house) in support of these services.
In WDA’s consulting practice, Bill & his team believe that in our fiercely competitive global & digital economy, “Great product is necessary but not sufficient for business success”; as such, they create unbeatable branded businesses!
Share this Masterclass
MOTIF Masterclasses are deep-dive instructor-led virtual classes hosted by MOTIF. Focused on a particular topic and taught by a subject-matter expert from across the industry, they can be at minimum a single 3 hour virtual session, or a series of 2-hour sessions scheduled over consecutive days. These sessions typically include presentations, break-out small group discussions or learning activities and a chance to challenge your assumptions and ask questions to practitioners and peers.
Unlike a traditional 1-hour webinar, a Masterclass encourages peer to peer interactions and is a deep-dive session. Whereas both the MOTIF 2-hour Learning Series and MOTIF Masterclasses are highly interactive, the latter are a deeper drill-down on a particular topic. We encourage all participants to prepare by reading the assigned pre-reading, ask questions in the session community forum and come prepared to engage in a live discussion. A digital Certificate of Completion will be awarded for active and full participation to the Masterclass.
This session is open to any fashion industry professional. Some topics may be more advanced than others but there are no prerequisites to attend.
This class is for Fashion Supply Chain and Product Development managers, Sustainability officers and managers, Brand managers & supervisors, Cross-Functional Teams, aspiring entrepreneurs & students and all those who realize our planet is at risk.
The ticket gives you access to the full Masterclass and all of its learning material which includes live interaction sessions with audience participation, small group break-out discussions, pre-reading material and resources, and access to the event community for discussion before and after. Everyone who completes the Masterclass, will receive a digital Certificate of Completion.
Tickets are non-refundable, and non-transferable to another MOTIF event or to another person.
Click on the Login / Register button. You will need to be logged into your MOTIF account or register for one if you have not done so already. Once you are logged in, you may select from several options. 1) Purchase a ticket using a credit card 2) Purchase a ticket with your 10% off if you are a MOTIF Member (All-Access Pass Holder, Discovery Plan Subscriber or Event Pass Holder).
Due to the interactive nature of the Masterclass, and it being structured around discussions, brainstorming and break out sessions, it will NOT be recorded. A digital summary digest will be provided after the event.
Tickets are non exchangeable or transferable to another person or another MOTIF event or course or subscription. An individual ticket can be refunded in full if cancellation takes place 14 days prior the Masterclass Day 1 session, up to 50% if 7 days prior, no refund will be awarded after that. No refund will be awarded for group/multi-tickets purchases prior the event or in case of no-show.
For cancellation requests or ticketing enquiries please contact [email protected]
if you experience any difficulty registering or have a sales enquiriy please contact [email protected]