“Patched” Moda Sostenible Mexicana

Abstract

Patched is a Mexican slow fashion company dedicated to the sale of clothing made from reclaimed denim. Its marketing strategy is based precisely on extolling the meaning of sustainable fashion. With its slogan, "small actions, big accessories," Patched sends a message that reflects the essence of its brand: that every action, no matter how small it may seem - such as buying a garment - has a real impact, positive or negative, on society and the environment. Thus, Patched develops digital marketing strategies to connect with new generations such as the millennial and Z segments, who become clients, but also suppliers. This paper objective is to disseminate the case of Patched as an innovative sustainable and circular economy proposal that adopts digital marketing strategies to achieve its objectives.