Gathering Information and Measuring Market Demand
In this dynamic market with the free flow of information and innovative marketing programs, needs and wants of consumers are always changing. As per capita income increases consumers are willing to explore more alternatives for purchase decision. Companies should be aware of changing situation all the time to take the right decision. This calls for […]
Brand Management: Brand Attributes
Brand Attributes portray a company’s brand characteristics. They signify the basic nature of brand. Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand. Attributes are developed through images, actions, or presumptions. Brand attributes help in creating brand identity. A strong brand must have following attributes: Relevancy- A […]
Benefits of Strategic Management
There are many benefits of strategic management and they include identification, prioritization, and exploration of opportunities. For instance, newer products, newer markets, and newer forays into business lines are only possible if firms indulge in strategic planning. Next, strategic management allows firms to take an objective view of the activities being done by it and […]
Business Marketing Models
There are primarily three models in business to business marketing: Business Model 1 – Traditional Local Small Business Model The above model includes small locally operated businesses which are not much organized. Organizations categorized under Traditional local business model still use primitive methods of promoting a particular product or service. Such businesses are generally not […]
Advertising on Social Networks
Marketing has always been relying on traditional print and visual media for advertising their products and services. The basis of the mass media both in print as well as in visual form is to release one common advertisement to the entire mass in general. Such advertising is controlled by the marketers who have control over […]
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
