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