It’s official: THEMEDNEW opens membership to retailers, distributors, shop & mall owners, and managers.
It’s time to cover all the value chain: from weavers, dyers, yarn makers, designers, and embroiderers to the places where the final products can be known, displayed, and sold to final customers and clients. Namely, distributors and retailers.
On the wave of the great success of Athens’ Fair in January 2022, and Slow Living in the Mediterranean exhibition in Barcelona, we can now ensure that having THEMEDNEW brands and hangtags inside a shop is a guarantee of sustainability, social fairness, and respect for fundamental human rights principles.
Nowadays, the customer is wiser and more sensitive to human rights, gender equality, and sustainability issues. This is proven by the latest statistics and studies. According to Chatham House and Reuters, consumers are starting to change their behavior by shopping more consciously, especially if institutions and reliable think-tanks teach them, and guide them, with the support of proof, numbers, and facts.
Future generations not only deserve greener and cleaner products and processes, but they will also be eager and eager to see a change in the fairness of workers’ conditions. If the clothes you are wearing have been produced by workers who are not paid a living wage, you are not indifferent anymore. The quality of the product is not just the product itself as a sheer object, but all the people, efforts, stories, materials, and processes implied in it.
The client is now identified as a globally aware individual, who is not seeking anymore for clothes to cover her/his body, but yearns for inspiring stories to be told. When you are wearing a brand, you are wearing that brand’s narrative, comprising both the good and bad in it. If the narrative is overall bad, or somehow murky – not striving to improve, or getting any better – there is likely to be a shift in the consumer’s behavior. The brand loses credibility in terms of individual microeconomic preference, as well as at levels of public image, and global perception. The power to attract people and investments is therefore dramatically weakened, as Simon Anholt teaches us.
That is why is so important for brands to be more conscious in every part of the process of production, to carefully monitor every aspect of their creations. Though, it is equally important for retailers to be more and more selective about the brands and the products they include in their stores and shops.
Therefore, we have decided to give retailers the possibility to be members of THEMEDNEW. By keeping THEMEDNEW hangtags, you give credibility to your brands, you level up the status of your store, you can become more competitive in terms of social, sustainable and human awareness. That would be not only beneficial to differentiate and refresh your stocks, but it might also constitute a significant boost to your sales.
Follow the wave of change, and apply to THEMEDNEW now. Don’t wait for the future to come, because you are the future. We, all together, are the future.
Silvio Magnolo,
PR & Metworking Manager,
THEMEDNEW
