Organic clothing: a change in behaviour - analysis of marketing campaigns

Résumé du document

As consumers become more concerned about the social, environmental and ethical impact of their decisions and actions, the consumer behaviour has changed dramatically (Ramberg, 2007). Consumers has started to accept and purchase organically made clothes, thanks to the campaign of eco-friendly companies like Edun as well as major players such as Zara and Levi's and the non-profit entity Organic Consumer Association. As a result, organic clothes have been able achieve high sales, and purchasing eco-friendly clothes has become trendier and more mainstream (Ramberg, 2007).

In the following section, the involvement of those companies in raising awareness of organic clothing will be analysed.

Extraits

[...] Accessed on 27 May 2009. Accessed From: http://www.socialedge.org/blogs/not-to-be- missed/berkeley-bottom-line- 2008/topic_images/1dsc00414.jpg/image_preview Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M., (2006), Consumer Behaviour A European Perspective. 3rd Edition. Prentice Hall. Solomon M., Dann S., Dann S. & Russell-Bennet R. (2007), Consumer Behaviour. Pearson Education Australia, Sydney. Strategic Direction Zara creates a ready to wear business: Leading fashion label designs its whole operation to fit the customer, Strategic Direction, Vol 19 Issue 11 pp.24 26 The Energy Saving Blog Zara's organic cotton collection. [...]

[...] (2008), Consumers Understand Greenwash, So Why Can't The Communications Industry? In Environmental Leader. Accessed on 28 April 2009. Accessed From: http://www.environmentalleader.com/2008/06/17/consumers-understand- greenwash-so-why-cant-the-communications-industry/ Organic Consumers Association (2009), “About Accessed on 27 May 2009. Accessed From: http://www.organicconsumers.org/aboutus.cfm Organic Consumers Association (2009), “Clothes for a Change”. Accessed on 27 May 2009. Accessed From: http://www.organicconsumers.org/clothes/ Purefood (2009), “Publication”. Accessed on 27 May 2009. Accessed From: http://www.purefood.org/publications.cfm#cfac, Ramberg J.J. (2007), “Doing Good: Fair Fashion.” in Entrepreneur, Vol Issue 10, p.36. Saxon, C. (2009), The Ultimate High Street Eco Style Guide Zara. [...]

[...] shirts) of each design and restocking twice a week, in order to show constant freshness of the store's atmosphere (Strategic Direction, 2003). In this way, customers will purchase in-store products, because the product may not be there when they visit next time. Zara also influences its target market by publishing an Eco Warning promotional video on its website (see appendix 10). Zara ensures that consumers feel they are not sacrificing fashion and quality while contributing to promote the environment. Zara carried out this by maintaining its designs and creating a specific modern line for its organic clothes (see appendix 11). [...]

[...] Hence, brands that are keeping organic policy must show that they honestly believe in ‘green' values (e.g. make production processes more transparent). Otherwise, instead of appealing to consumers by producing organic clothing, the brands will get more disapproval from the customers (Brand Republic, 2007). Reference list BBH Website Accessed on 07/05/09. Accessed from http://www.bbh.co.uk/ Brand Republic News Analysis: Greenwash brands risk reputation. Accessed on 28 April 2009. Accessed From: http://www.brandrepublic.com/InDepth/Features/743809/News-Analysis- Greenwash-brands-risk-reputation/16EBAA83A5D731BC8084F1639128F163/ . De Mesa, A (2007), Levi's Eco blue greens. [...]

[...] They produce a full range of clothes and accessories for men and women. Incorporated under the same brand name, Edun has an exclusive clothing line “Edun Live” which sells organic t-shirts and cotton t-shirts (Edun Live, 2009). The product line (see Appendix targets a young market with casual style preferences as the products are mostly plain without graphic prints on them. More specifically, Edun Live is dedicated to young, dynamic, and modern people who follow the latest style and trends. [...]