Who the Greenest of them All?

Based on the current Marketing, you might think that the 'green' movement is a new discovery by today's youth. No surprise, since successful marketing often uses youth culture to push their products. In fact, the 25-34 age group is least likely to buy 'green'.

If we take a moment to consider green products and brands, it is not remarkable to find that the 55+ demographic uses the most green products. Retail Daily reports women in the 55-59 age group as the leaders in 'green' purchasing based on a survey by ICOM Information & Communication. This group is twice as likely as the average American to purchase 'green'.

Consider this, the 55+ demographic were youth in the 60's. Much like today, environmental issues were at the for front of the political scene. In the turbulent times of hippies and free-love the early seeds of the 'green' movement were planted. Many people developed a 'green' ideology during the 60's, but the products were often expensive, hard to find or poorly made. While a certain group have always lead a 'green' lifestyle, others strayed from the pack and joined the mainstream.

As this demographic became financially secure and upwardly mobile, many were able to repurpose 'green' into their lifestyles. Enter Patagonia, the granddaddy of all 'green' brands. Patagonia certainly markets to this mid-life demographic. The product price points and experiential lifestyle that they support are only attainable by people with the disposable income to participate. Patagonia's consistent dedication to the environment also makes this demographic 'feel good' about what they are buying and their contribution to society. This demographic is likely in the Esteem or Self-Actualization stage of Maslow's Hierarchy of Needs so this 'feel good' quality is important in satisfying them.

Considering the higher cost of 'green' products with the rekindling of youthful exuberance and the 'feel good' factor, it makes perfect sense that the survey found the 55+ demographic as the greenest of them all.

Till next week--Restore, Refresh, Recycle, Renew

The Fast Fashion Strategy

I've discussed the cons of Fast Fashion in an earlier post. Today I thought it might be useful to discuss the Fast Fashion strategy from a business perspective. Bob Fisch, president and chief executive officer of Cranberry teen retailer rue21 turned to a Fast Fashion strategy to keep the company solvent after coming out of a recent bankruptcy.

Most Fast Fashion is directed to a teen market. Teens are fickle and this year with a slowing economy, they have been purchasing less from perennial pleasers Abercrombie & Fitch, American Eagle Outfitters, Pacific Sunwear, Wet Sea according to August (Back to School) sales figures. Either the price or the product was off point for Fall 08.

Fisch points out that traditional fashion strategy is problematic when wrong. It takes a great deal of time to correct mistakes when you are designing and producing 12-18 months out. (In fact, many companies are already putting Fall 09 to bed.) Fast Fashion strategy offers the business a structure for correcting mistakes quickly which keeps the product mix more on trend. Since fresh, compelling product is key in the teen market, this quick change ability can save a selling season and be the difference between profit or loss.

The biggest challenge for Fast Fashion companies is to make sure they are known for trend merchandise and not pigeon holed into a narrow category. Teens want current trends NOW! rue21 works 3 months out on their denim program and several weeks out on their graphic tee program. This strategy allows the product to remain current and capitalize on trends from aspirational brands like Seven jeans and Steve Madden shoes. Product is ordered in small quantities which creates a "get it before it's gone" exclusivity. Of course speed and price adversely affect quality, but this market only wants the garment for a short time.

rue21 is a private company so there are no public figures to verify Fisch's claims that they are doing as well as The Buckle or Aeropostale, but the Fast Fashion strategy appears to be feeding rue21's growth. They have gone from 250 stores in early 2006 to more than 400 now, generally placed in strip centers or malls in smaller markets as well as in outlet centers. They could grow to 1,000 in the next five years.

As discussed before, Fast Fashion hurts the environment in many ways from the use of environmentally unfriendly raw materials, to the transportation of goods through the distribution system, to the discarding of goods in a rapid manner, not to mention, treating workers poorly throughout the chain. The strategy CAN be extremely successful to the bottom line. The challenge for business is finding the balance between environmental harm and customer satisfaction, allowing for responsible profit and growth.

Till next week--Restore, Refresh, Recycle, Renew

Fair Indigo a catalog featuring Style with a Conscience

When I got back from my break, I was pleased to see a new addition to the plethora of catalogs deposited in my mail box, Fair Indigo Style with a Conscience. This catalog features a variety of classic pieces for Women with a limited selection of the same for Men and Children.

The catalog opens with 4 inspirational profiles of women who's lives have changed based on a fair trade business model. Each one features a success story for women and their families in Peru, India, Uruguay and Costa Rica. These women have been able to educate themselves, change labor conditions, plan for retirement and provide jobs for others while caring for their own families. The company invites you to "discover how changing our wardrobe can help change the world."

Items in this catalog are sourced from fair trade factories. Many use organic fabrics or other environmentally sound raw materials like fleece made from recycled plastic bottles. The assortment features many knits in a variety of fabrics and weights, as well as fashion accessories - jewelry and hand bags.

It is important to note that not every fair trade facility is dedicated to reducing their carbon footprint. They are dedicated to working conditions. While this is not strictly a green issue often these companies are working toward greener production as well as providing sound working conditions. Since this has been such an issue in the Fashion Industry, I thought it was worth a glance.

The catalog is printed in the USA with 30% post consumer waste and paper certified for sustainability. The catalog quantifies the environmental savings as:
Trees - 263
Water - 93,606
Energy - 68 mil BTU
Solid Waste - 22,064 lbs
C02 - 51,981 lbs
These estimates came from the Environmental Waste Calculator. Now I am just wondering about the ink;)

These and other similar catalogs allow the consumer to participate in the positive reduction of our carbon footprint, as well as support fair trade practices that effect many women and children globally. It a small something each of us can do to contribute to change.

Till next week - Restore, Recycle, Refresh & Renew

Vacationing Closet

Hello All,
How Green is Your Closet? is taking a vacation this week to Recycle, Restore, Refresh and Renew the body, mind, spirit, soul and closet;) Stop back next week for a sneak peak at the RockLava Fall collection inspired by Icelandic & London fashion, based on the theme of Recylce, Restore, Refresh and Renew.

--Till next week recycle, restore, refresh and renew

Fast Fashion

I think it is about time we discuss "Fast Fashion". Americans love a bargain, we like new things and we have so much space that it is easy to accumulate far more stuff than we need. Who doesn't like a good shop at "Fast Fashion" houses like H&M, Zara and Forever 21? The items are inexpensive and fun and are one of the few affordable treats left. While these are all good reasons to participate in the "Fast Fashion" machine, there are plenty of good reasons not to.

"Fast Fashion" is bad for the environment, bad for the worker force involved in production and bad for society. Valuing things has actually become a luxury! Let's take a look behind those trendy, cheap clothes:

•They are produced in a developing country by a mostly female and child work force who are working long hours for very little pay. According to Jezebel's Clothes Call,"Of the 2.5 million Bangladeshi garment workers, 75% are women and children, who earn approximately $5 a week."

•We are throwing out tons of clothes every year. Many are heading straight to the landfill and are not made of environmentally friendly materials. Much of "Fast Fashion" is not suitable for charity or reclamation.

•Many of the styles offered by "Fast Fashion" houses are trendy and have a very limited life-span. They are often lower in quality and that reduces the life of the garment. These are two big factors in the vicious cycle. Trends are out quickly so 'fashion' needs to turn faster. Short life garments require replacement more quickly so the consumer must replace items at a faster pace.

•Store workers are often harried and abused. Store conditions are often not comfortable for the workers or consumers - loud music, crowded racks, long fitting-room lines, etc.

Another issue often not discussed regarding "Fast Fashion" is that everyone looks the same. We like to think that budding fashionistas scour racks at H&M and Forever 21 and create highly individual style based on the pieces they select and the accessories they choose to go with them, but in reality these consumers invariably look the same.

Last year, while traveling in the UK, my friend and I experienced Primark, partly out of necessity - lost baggage and forgotten items and partly out of my need to see it as part of my job. Thankfully they have not hit the US, so we were sure that whatever we got there would not be on every woman in America. My companion purchased a dress which quite suited her. She didn't wear it on our trip, however, we saw plenty of women wearing it all over the UK in the 2 weeks we were there.

Consider your participation in the "Fast Fashion" cycle and remember often a higher quality basic is the better choice.

Until next week -- Recycle, Restore, Rescue, Renew