Ethical apparels-an innovative approach in fashion industry

Today is the age of fashion. Its significance goes beyond reflecting wearers’ status, but actually reflects their belief and identity. Consumers and fashion designers are increasingly showing their expectations and commitments on social sustainability in fashion products.. Due to increasing demand and to the higher profit resulting from the sale of products with environmental benefit, a new trend is gaining ground, green marketing.. Ethical fashion shares many common characteristics with fair trade and ecology and green fashion. The objective of this study is to become more familiar and understand more of ethics, ethical consumerism and consumer buying behavior The strengthening of consumer awareness supports the protection of the environment buying more green products There are several general approaches to ethical shopping, such a fair-trade, boycotts and simply buying less. As the globalization of clothing industry has grown, certifications importance has also increased. The findings of the study showed that consumers would like to get more information more easily on ethical clothing. With a better marketing majority of the consumers would prefer companies with good ethical values and be willing to pay little extra for ethically produced. The work of the Ethical Fashion Forum with businesses is built on three pillars ie Social, Environmental and Commercial aspects for ethical fashion.. A sustainable approach includes quality products or services that meet market needs and demands and are fairly marketed. Thus, for our future generations, as well as the sustainable development of the fashion industry, full attention must be paid to establishing an ethical fashion supply chain.