Green in the face

Fashionista is calling out those fashion retailers that encourage environmental responsibility via messages on printed tees, but do the opposite in their own business practices.

Fashionista is calling out those fashion retailers that encourage environmental responsibility via messages on printed tees, but do the opposite in their own business practices.

Last week Fashionista deemed Forever21 “the number one offender” for printing a tee that asks “What's Your Carbon Footprint?” while shipping from Asia factories, using chemical dyes and treatments, and manufacturing yellow plastic bags. This week, Fashionista highlights a story in the Wall Street Journal that decodes “green” and what does and does not legitimize fashion companies' claim to “green.” The story features companies with genuine messages, including Patagonia, Timberland, and Edun, and the trade-offs designers must consider with “eco” production, including the use of recycled materials, bamboo, fair trade, and organic cotton. There's no standard from which a fashion company can claim to be natural, organic, green, eco, etc. so it'll be interesting to see if/how “educational” media affects consumer behavior and drives companies' CSR efforts.

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Speaking of consumer behavior

Sephora expanded SU (Sephora University), its internal training program for employees that launched last October, to provide a two-hour, $25 training class for consumers. The event took place last month, in the chain's San Francisco store, but according to WWD, execs want to roll it out nationally. They compared the almost-full event to a big focus group.

Sears goes old school

WWD reports that Sears will place more emphasis on optimizing promotions, partially via a partnership with LL CoolJ. The rapper is designing a line for juniors that will be a main focus in Sears' upcoming ad campaign, including images of him with his family designed to engage a large audience of working families. LL CoolJ will also participate in in-store promotions, including contests where a shopper can win a chance to hang out with him in the studio or on the set of a video.

Viral videos rock

Keith Richards, Louis Vuitton's recent ad campaign muse, stars in a viral video that offers a behind-the-scenes look at Richards' photo shoot with Annie Lebovitz. According to The Business of Fashion, the YouTube and Dailymotion video enjoyed great success, measured by numerous online views and buzz by more than 8000 press articles and discussion among blogs.

Starworks grows in London

According to WWD, fashion and entertainment agency Starworks has expanded to London where it's focusing on PR casting, VIP dressing, and event production.

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