LAAGAM

In this article, we will talk about the Spanish brand Laagam and what actions they carry out in order to minimize their impact on the planet.

Laagam is a brand run by the influencer Inés Arroyo based in Barcelona since 2017. As the brand offers women’s clothes and accessories, their mission is “to inspire women to take the world by storm by designing accessible luxury fashion”. To minimize their impact on the planet, they create vegan-approved, plastic-positive and carbon-neutral pieces of clothing, produced either in Spain or Portugal and China. Likewise, Laagam is a clear example of a female brand, being 80% of the team female, they know perfectly well how to respond to the needs of their target.

Regarding sustainability, Laagam takes different actions in order to offer their consumers an innovative experience, being committed to the environment. The last action they are carrying out under the claim “Good for the planet. Good for you” is the ‘On demand’ model of consumption. How does it work? It is very easy: every Thursday, Laagam shows a new product 2 or 3 days before the launch so that consumers can join the waitlist and be the first to buy the item. If the product is highly demanded by their public, Laagam will relaunch the product with a limited stock. In this regard, the brand claims: “We only produce what will be used. By taking care of the environment together we can lower your prices”.

Furthermore, Laagam is committed to the 'Circular Fashion' model and therefore encourages its consumers to first 'resell' or donate a garment they no longer use on the European platform ‘Micolet’, which offers a free clothing collection service. Thus, Laagam aims to make its consumers aware of what responsible shopping means, thinking about the functional use of our garments and, if we all made an effort, our impact would be much smaller and more positive.

Finally, on their website, we find a section called 'Growth', in which Laagam offers different educational content with their audience. As a result of the lockdown, they decided to invest in raising awareness of their knowledge in the fashion sector with the rest of their followers by using different platforms such as Youtube, Social Media and their website. Hence, Laagam is positioned as an ambitious brand which responds to the needs of its consumers at all times.

These actions have a strong goal: to achieve a sales and consumption model focused on creating a positive impact on the planet and, in consequence, in their consumers’ behaviour. Thus, Laagam shows that the sector's brands can be 100% committed to the environment and, through small actions, make the public understand that a higher price implies a more beneficial consumption model for both consumers and the planet.