eco clothing
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Eco Clothing. Marketing of products that are presumed to be environmentally safe. . Definition of Green Marketing. Ecological clothing = Minimun impact on the environment Few consumption of resources and chemicals High quality Ethical clothing = - PowerPoint PPT PresentationTRANSCRIPT
Eco Clothing16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian
Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Marketing of products that are presumed to be environmentally safe.
Definition of Green Marketing
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Ecological clothing = • Minimun impact on the environment • Few consumption of resources and
chemicals• High qualityEthical clothing = • Made with respect in people and animals • Safe working conditions and reasonable
working hours and wages • No child labor
What makes clothes ”green”?16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian
Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Ensure a certain standard for clothing Consider the whole life-cycle from raw
materials, production and manufacturing, packaging, trade, sale, disposal
Ensure environmental friendly processes in each phase
Control and certify companies and factories
Role of Green Labels16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian
Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Life cycle16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian
Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
• No Green washing!• The solution -> Seals and Certificates
– Independent allocation and control of the label
– Frequency and quality control of the label – Criteria of the certification– accountable and transparent
What are the green facts they use to convince you?
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Seals and Certificates
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Seals and Certificates
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Repair Borrow (ausleihen) 2nd Hand Recycling is difficult because of unmixed
substances and the pollutants
Do they handle the whole lifecycle of the product in green marketing?
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Minimum impact on environment No child labor Good for image Share in worldwide macromarketing
Strengths Green Clothing
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Niche market Low market share Expensive Requires know-how
Weaknesses Green Clothing
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Greenpeace Easier to reach target group Reach the news Part of Greenpeaces promotion strategy
How to sell it?
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
Know your target group Empower consumers Price consideration Transparancy
KEPT16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian
Brandstötter, Mouyelele Haufiku, Miia Pulkkinen