Allow me to make a marketing suggestion that is somewhat "opposite" of Craig`s.
I am looking at this question in your post:
"Alongside increasing our online consumer orders we want to educate consumers on the benefit of organic cotton and ethically made clothing"
And my answer would be this:
There are 100,000 clothing retialers out there. Only a small handful of them sell products made from Organic Cotton in an Ethical Environment. That being said, market to your niche`. It doesn`t matter if only the very rich buy it, or only the handul who care about Ethics and Organics. The point is, businesses thrive BECAUSE there is a whole to fill and a niche to sell to.
Start writing a blog, tie that blog toyour site. Make every post about something related to Organic Cotton or Non-Ethical Work Environments or the like. Make every post end with a product suggestion and a link to it back to your store. The blog is NOT designed to educate people on what is on sale. It`s to educate people on your `message`. On your `story`. When they belive in your message, they will buy your product.
Use Social Networking to make the world aware of you and your story. There HAVE to be groups online that care about this. In fact, Fast Company has a community and I am 100% certian one of the `sub groups` is Social responsibility. It`s a good place to start, and there must be many more. Join these groups and talk about your `message` and your `story`. When people believe in your message, they will buy your product.
Use Web 2.0 methods to bring exposure to your blog. In other words, as you seek our communities to market to, make it easy for those communities to find YOU. I`ve wrwitten a basic white paper on this if you`d lilke me to e-mail it to you.
The bottom line is this: there is a lot of `noise` out there. Everyone has something to sell, and in today`s eCommerce Economy it is often about lowest price and largest selection. The companies that hav a unique and valuable message to share become `interesting` and `noteworthy`. And that`s worth advertising.