Strategies of Brand Leaders
Building successful business and achieving as well as sustaining product leadership calls for a smart strategy combined with discipline to implement and achieve the plan. Understanding how the successful brand leaders have achieved the same helps management students to learn the ropes of the game. If you are hoping to make it as a business […]
Designing and Managing Value Networks and Marketing Channels
A normal way of functioning for a company is to procure raw materials, use its expertise in creating the product and then distribute to the customer. Companies have to convert this supply chain into a value network as to develop and maintain partnership with different stakeholders. Value Network and Marketing Channel A network which creates […]
Managing Customer Concerns – A Part of Selling Process
Consultative selling process is not easy to handle and can be quite lengthy too. However a good salesman never loses his patience with each of his leads and pursues until each case to its logical conclusion. With every sales lead, one gets to learn and better one’s skill. Over a period of time, handling and […]
CRM as Relationship Marketing Tool
In the so called Modern times, we happen to be living in a fast paced high tech society. Use of technology has become the backbone of our daily life. You are able to be in the comfortable environs of your home or office and manage all of your domestic chores such as banking, booking an […]
Difference between Market Segmentation, Targeting and Positioning
A market refers to a set up where two or more parties are involved in transaction of goods and services in exchange of money. The two parties here are known as sellers and buyers. It is the responsibility of the marketers to create awareness of their products amongst the consumers. It is essential for the […]
One of the positive effects of the rapid globalization is the increasing awareness amongst people and society about ethical and moral as well as environmental issues.
While political leaders and global organisations as well as scientists are concerned about global warming and loosing energy crises, we see the birth and rapid growth of green earth concept covering all fields of enterprise. The building of awareness and addressing issues and concerns is actively promoted by NGOs and interest groups.
In recent years we have also seen the rise of expectations with reference to social responsibilities of the Corporate and Business Houses. The issues that are socially relevant are not limited to the above issues but extend to other humanitarian and environmental issues as well including animal welfare.
Fashion industry has had to be responsible for ethical issues concerning child labour and working conditions of labour at the Supplier’s end. As principle employers, the International Retailers are held responsible in case where the suppliers default on providing the right working conditions and payments to labour.
In the third world countries and south Asian countries there have been practices of using child labour, discriminating between men and women for wages as well as not providing basic amenities and safety to the labour.
In certain instances the retails like GAP and Nike had to face the wrath for the irregularities found at their supplier sites. With rising public outcry and mounting pressure from the interest groups as well as from authorities, the fashion retailers had to stop procurements from the suppliers and make amendments.
As the awareness groups and animal protection groups are becoming more and more visible as well as aggressive, they are raising voice against use of fur and leather in fashion clothing.
Use of animals for testing in by cosmetic industry as well as use of rabbits farming for wool production and culling of some species for their skin are forcing the fashion industry to abandon such product range and cultivate environment and animal friendly products. The proactive action to move away from such practices and follow ethical fashion is seen to be limited to the big and well known fashion brands and houses alone. The smaller as well as local companies continue to push products for commercial gain.
Fashion houses are also turning to be environmentally conscious and finding suitable environmental friendly dyes and chemicals as well as other ingredients that go into making their products and avoid harmful chemicals. Sometimes the products are slightly priced higher when they are environmentally friendly.
In all cases, the trend that we see is that the awareness of the consumer is increasing and the common man is asking questions to the fashion retailers, thus forcing the retailers to adapt ethical practices in fashion business.
In the coming years, the consumer voice and the activities of the interest groups is expected to get stronger pushing for ethical rules to be brought in place holding the International Retailers responsible to ensure they follow ethical practices as well as ensure their suppliers follow the same.
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International Retail Store Design Principles – The Principle of Totality
February 12, 2025
