Understanding your customers is a great way to keep them happy.
Just as if your customers have green thoughts, eco-friendly packaging is a good choice. Therefore, if fair wages for the goods you buy are important to your customer, think of Fair Trade Certified Products.
Reaction from consumers recently forced a major company to rethink its use of anything else but Fair Trade Certified Products.
Just last month, lingerie retailer Victoria’s Secret announced a plan to repair the damage to its image after organic cotton used in its products was reported to have been produced with forced child labor.
Parent company Limited Brands told Bloomberg in statement, “We are very concerned.”
“If this allegation is true, it describes behavior that is contrary to our company’s values and the code of labor and sourcing standards that we require all of our suppliers to meet,” the statement said. “These standards expressly prohibit child labor.”
Victoria’s Secret isn’t the only big-name caught up in allegations of child labor.
In 2007, fashion retailer Gap pulled merchandise off its shelves after a report that child labor was used in harvesting the cotton for the garments. Nike came under scrutiny during the Nineties when its contractors in Pakistan and Cambodia were alleged to have used child labor to make soccer balls.
People who own natural food stores or yoga studios make it a point to present products that resonate with their customers. No sports drinks like Gatorade or PowerAde are usually sold there – mostly bottled water, juices or coconut water.
Yoga studios project an image of purity and “centering yourself.” Thus, lots of natural fabrics, if not mostly organic, are sold in its shops. Sometimes having a cotton bag isn’t enough for some people.
Your company can do good things for its image by aligning your company or product with Fair Trade.
The basic principles of Fair Trade, according to its U.S. organization include:
- Fair prices
- No genetically modified organisms (GMOs)
- No hazardous chemicals
- No child labor.
Offering a Fair Trade Certified Cotton Show Bag at a convention, trade show or event shows that you and your company are thinking like your customers.