eco clothing 16.3.2012group 5: niek fassaert, sien verheyen, kathrin hierlemann, florian...
TRANSCRIPT
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Eco Clothing16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian
Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
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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
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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
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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
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Life cycle16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian
Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
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• 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
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Seals and Certificates
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
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Seals and Certificates
16.3.2012group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen
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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
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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
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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
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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
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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