GREEN MARKETING Apparel retail

Ghousia Madhuri Neha Neha Neha Piyushi Riya

According to the American Marketing Association ,Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including: product modification, changes to the production process, packaging changes, as well as Modifying advertising.
In simple terms Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly manner.

The Green Code:

eneralize with care. Consumer behavior is not consistent across all product types & segments so they may respond to some green agendas but not to others. emember- the cause should be genuine because originality in eco care always goes a long way. xplore- the opportunities of this market area & improve upon societal awareness. nsure-that the marketing creates consumer awareness & builds Brand equity. eutrality- there must be balance between going green & effective marketing.

APPAREL GREEN MARKETING

The greening of the apparel industry is a significant and evolving trend . Textile and apparel companies are eager to show consumers a new, sustainable approach to fashion without sacrificing style or profit. Sustainable apparel is an umbrella concept that includes some or all of these practices: Use of certified organic natural fibres (wool, cotton, linen) Use of highly renewable fibres (bamboo, soy) Use of low-impact synthetic or recycled fibres Use of non-toxic or reduced-toxicity fibre processes and treatments Use of low-impact or natural dyes Design and colour choices aimed at longevity rather than planned obsolescence Fair trade, ethical labour practices, and elimination of child labor and other exploitation Reduced energy use throughout the product life cycle Minimal or environmentally appropriate packaging

Responsible- the companies need to be responsible in their action & must not affect the environment adversely. Earth Friendly Material should be eco friendly & sustainable. Sustainable- the material should sustain environment. Technology The type of technology used must be eco friendly. Organic product should be organic. Recycled- product should be recycled. Ergonomics Efficient- green product should be a value addition.

GREEN MARKETING MIX The 4 P's of green marketing are that of a conventional marketing but the challenge before marketers is to use 4 P's in an innovative manner. Product Reduce resource consumption and pollution and to increase conservation of scarce resources . Price Price is a critical and important factor of green marketing mix. Most consumers will only be prepared to pay additional value if there is a perception of extra product value. This value may be improved performance, function, design, visual appeal, or taste. Green marketing should take all these facts into consideration while charging a premium price. Promotion There are three types of green advertising: -Advertisements that address a relationship between a product/service and the biophysical environment* Those that promote a green lifestyle by highlighting a product or service* Advertisements that present a corporate image of environmental responsibility. Place The choice of where and when to make a product available will have significant impact on the customers. Very few customers will go out of their way to buy green products.

SWOT Analysis : Apparel Industry

STRENGTHS
New markets & gain an advantage over competitors that are not focusing on greenness. Marketers can charge a premium on products that are eco-responsible. Perceived to be more socially responsible. Green marketing builds brand equity and wins brand loyalty among customers.

WEAKNESS
Most customers choose personal needs before caring for environment. Overemphasizing greenness rather than customer needs can prove devastating for a product. Many customers keep away from products labeled Green because they see such labeling as a marketing gimmick

OPPORTUNITIES
Newer environmentally aware and concerned markets opening up. Consumers are demanding green products.. Provides competitive advantage Firms, therefore, strive to improve upon their societal awareness therefore give them an advantage over competitors who do not address these issues. E.g. offering an environmental friendly product and saving resources.

THREATS
More Costly. Less awareness Uncertainty as to the environmental impact of present activities. The possibility of a backlash from consumers or government based on existing green marketing claims, threat one and two above may cause backlash to arise.

Sneak Peek into some organic Eco friendly options:

Organic cotton
Organic cotton is grown without the use of any genetically modification to the crops, Without the use of any fertilizers, pesticides, and other synthetic agrochemicals harmful to the land. Expensive but impact on the environment is kept to a minimum.

Bamboo Clothing
Bamboo fibres can be processed to make fabric. One of the most Sustainable Fabric in new green clothing. Advantages over cotton as a raw material for textiles : Growth- They are the fastest growing woody plants in the world. Harvesting -Bamboo can be continually re-harvested with no damage to the surrounding environment. Sustainability- Bamboo can be used as food, fibre and shelter and due to its ease of growth and extraordinary growth rate it is a cheap, sustainable and efficient crop. Greenhouse gases and global warming- Bamboo minimises CO2 and generates up to 35% more oxygen than equivalent stands of trees . Biodegradable-As a natural product derived entirely from plant cellulose, bamboo fibre is biodegradable in soil by micro organisms and sunlight. Pesticides and fertilisers-A huge benefit of using bamboo as the organic base for textile fibres is that there is no need for pesticides or fertilisers when growing bamboo.

Hemp Clothing
Hemp is one of the oldest known plants fibers utilized by man. True potential of hemp as a long lasting eco alternative to the heavily resource dependent cotton, and the petroleum based clothing materials such as polyester and nylon. One acre of hemp will produce 2 to 3 times more fibre than one acre of cotton. One acre of hemp will produce as much paper as 24 acres of trees. Hemp clothing costs more than cotton clothing but will last six times as long Hemp is considered to be an earthmaking it cheaper in the long run. friendly alternative to Used hemp clothing can be recycled. conventional cotton, producing three times as much fibre per acre.

Soy Clothing
Soy is a natural by-product of normal food production - soybeans, tofu, soy milk. Soy Fabric is soft, smooth and light Soy fibre's breaking strength is few times better than that of wool, cotton or silk. It provides better ventilation than cotton, resists perspiration, dries quickly It retains warmth very well. There is no shrinkage, it does not wrinkle. Soy has anti-bacterial qualities. It also is sunlight resistant, offers UV protection. It requires no pesticide to grow

Levis A Case Study

LIVING RESPONSIBLY NEVER GOES OUT OF STYLE

To support the Going Green movement and to promote the Levis brand, this manufacturer has come out with a promotional campaign centered around their new organic line, Levis Eco.

Levis Eco line

Organic cotton is used to manufacture the clothing. Recycled buttons, rivets, zippers, and natural indigo will be used to dye the fabric. If you order on-line, the packaging it is sent in will be made from organic fabric or recycled paper and will use soy -based ink. Globally: in Europe there will be certified organic denim versions of certain popular Levis jeans for both men and women.

Living Responsibly Never Goes Out of Style

Levi's brand president Robert Hanson said, Given our history as a leader in responsible manufacturing and business practices, this initiative is about quality and responsibility never going out of style

Nike Went Green !!

Nike joined with the French Football Federation & made shirts and shorts made entirely from discarded plastic bottles along with organic cotton. The short comprises 100 percent recycled PET polyester. The shirt combines the same material with 4 percent organic cotton.

NIKE

Coca Cola Went Green !!

The tshirts, composed of a blend of cotton and the polyethylene terephthalate, or PET, out of which Coke bottles are made, have been touted as keeping more than 200,000 plastic bottles weighing roughly 6 tons out of the waste stream.

Every athlete at the Games in Beijing received a recycled plastic t-shirt from the Coca-Cola, in a bid to spread the word about recycling.

ECO LABELLING CLOTHING

Eco-labelling: Just as your crisps tell you they have high fat or salt content, or your light bulbs tell you if they're efficient or not, we think the high street should clearly, honestly tell you how clothing is made.

Eco labelling system makes the consumerpowered transformation of the clothing industry possible. Furthermore, the easy visual identification is compatible with the market now its fast, its easy and its free. Broadly, this is how the labels should be viewed : A organic ethical sustainable B ethical with some work to sustainable C ethical D not bad, not good either E needs improving F some organic, ethical or sustainable G not organic, ethical or sustainable

GREENWASHING :
Greenwashing is an unjustified misuse of environmental virtue by a company, to create a proenvironmental image, to sell a product or a policy, practice of organizations that attempt to show that they are adopting practices beneficial to the environment.

1. Fluffy Language Sometimes companies use very vague terms to talk about their clothing, like eco-friendly or just green, to avoid having to back up their claims. 2. Suggestive Pictures In this type of greenwashing, environmental images are shown to suggest that a product is good for the environment.

So, while theres nothing wrong with using terms like eco-friendly or green, companies need to explain what they mean in context.

For example, an apparel company might create a line of t-shirts featuring environmental slogans or designs and make them stand out in an ad. But, the shirts might still be made under wasteful conditions, or non eco friendly products.

SHOPPING BAGS THATS A START!

A reusable shopping bag, sometimes called bag for life is a type of shopping bag which can be reused several times: this is an alternative of single use paper or plastic bags. It is often made from fabric The apparel industry has contributed to such as canvas, woven make it popular to have fashionable synthetic fibres, or a reusable shopping bags instead of thick plastics that is more disposable plastic bags. Famous designers durable than disposable and popular fashion brand companies are plastic bags, allowing promoting their original shopping bags multiple use and release new designs one after another.

CHALLENGES AHEAD
Green products require renewable and recyclable material, which is costly. Requires a technology, which requires huge investment in R&D. Water treatment technology, which is too costly. Majority of the people are not aware of green products and their uses. Majority of the consumers are not willing to pay a premium for green products.

What can be done?

Purging off the waste existing in the supply chain. Using organic natural fibres like cotton, wool, and linen, and renewable fibres like bamboo. Adopting the process of recycling, reusing, and renewing of old fabrics. Avoid Green washing. Minimizing the usage of energy throughout the product life cycle. Elimination of labour exploitation, and inequality of labour. Eliminate the practice of 'greenwashing', by creating transparent and substantive social responsibility initiatives. Design and colours should be created keeping in mind the longevity of the fabric.

THANKING YOU !!

To our Dipa Maam & friends!