By  on August 20, 2018

Powerful brand-driven storytelling has come into sharper focus as consumer demand for sustainable products continues to rise. As more shoppers begin to “demand sustainability” to remain loyal to brands and retailers, companies are reevaluating their messaging and simultaneously seeking greener solutions that will satisfy and educate their consumers.

And for companies such as Unifi, a textiles solutions provider based in Greensboro, N.C., its messaging philosophy is centered on telling the story behind its technologies that have propelled brands into the sustainable fashion category through its fiber innovations. Here, Richard Gerstein, executive vice president of global branded premium value-added products and chief marketing and innovation officer for Unifi, discusses sustainability brand marketing with WWD.

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