You know your brand is doing good things. You use sustainable materials, you pay fair wages, you create high-quality, ethical fashion that actually means something.
So why does it feel like no one is buying?
Why are people still choosing Shein hauls over your thoughtfully designed pieces? Why are they saying they care about sustainability but then shopping at Zara?
I hear this all the time from slow fashion founders who are doing everything right—except one thing.
The problem isn’t your pricing (if it's done right). It’s not your designs. And it’s definitely not that people don’t care about sustainability.
The problem is that they don’t understand why they should care about your brand.
And that’s something you can fix. Here are the three most common reasons people aren’t buying—and exactly how to change that.
1. You’re marketing sustainability, not desirability.
Customers don’t buy products because they’re sustainable—they buy them because they want them.
Fast fashion gets this. They don’t sell polyester—they sell confidence, lifestyle, and trends. Meanwhile, too many slow fashion brands lead with the technicalities of ‘organic cotton’ and ‘deadstock fabric.’
Stop only selling sustainability—sell the experience of wearing your brand. Instead of saying, 'This dress is ethically made', say, 'This is the dress you’ll reach for when you want to feel effortless.' Create desire first—then back it up with sustainability.
2. You’re not top of mind when they’re ready to shop.
Even the most eco-conscious consumer isn’t thinking about sustainability 24/7. They’re busy, distracted, and influenced by whatever is right in front of them. And fast fashion? It’s always in front of them.
Visibility matters so you need to show up consistently. Stay in their inbox with emails. Keep them engaged on socials. Build relationships so that when they’re ready to buy, they think of you first.
3. You’re assuming they already understand the value.
You know why your pricing is fair. You know why your craftsmanship is better. But do they?
If people are questioning your prices, hesitating to buy, or comparing your pieces to fast fashion, it’s because they don’t fully understand what goes into making ethical clothing.
Sometimes you have to spell it out, especially for the customers who are new to the ethical, sustainable, handmade and slow-made conversation. Show your process, break down your costs, and explain what makes your designs different. Educate your customers in a way that connects with them emotionally—not just logically.
Because your brand deserves to be seen, valued, and chosen. Fast fashion might have the budget—but you have the strategy.
If you’re tired of posting into the void, struggling with slow sales, and wondering what you’re doing wrong—I can help.
Join me for my LIVE online workshop on February 27th, F*ck Fast Fashion: The 7 Secrets of Successful Slow Fashion Brands, and learn how to stand out, build demand, and grow—without discounting, without running ads, and without sacrificing your values.
If you’re ready to stop struggling and start scaling, this workshop is for you.
Because f*ck fast fashion.
Are you with me?
Claire x
