Shopanthropic Blog

A big news story in ethical fashion has surrounded the 7.88 million dollar loss in 2012 attributed to Edun Apparel, an ethical fashion brand established by U2’s lead singer, Bono, and his wife. This being the 2nd consecutive year that the company has recorded a loss has led many to question the financial viability of a brand that is attached to such a big celebrity name.

This news seems to contradict other recent news coming out of the UK and other leading countries in social enterprise which state that shoppers are moving towards ethical shopping.  In fact, a recent survey by market research firm Nielsen found that 1 in 4 people in the UK are happy to spend more money on ethical products. This number has seen an 8% increase since 2011. Read the full article here: http://blueandgreentomorrow.com/2013/08/21/one-in-four-people-happy-to-spend-more-on-ethical-products/.

So what can we understand from the financial failure of…

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