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Eco Clothing. Marketing of products that are presumed to be environmentally safe. . Definition of Green Marketing. Ecological clothing = Minimun impact on the environment Few consumption of resources and chemicals High quality Ethical clothing =

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eco clothing
Eco Clothing

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

definition of green marketing

Marketing of products that are presumed to be environmentally safe.

Definition of Green Marketing

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

what makes clothes green

Ecological clothing =

  • Minimunimpact on the environment
  • Few consumption of resources and chemicals
  • High quality

Ethical clothing =

  • Made with respect in people and animals
  • Safe working conditions and reasonable working hours and wages
  • No child labor
Whatmakesclothes ”green”?

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

role of green labels

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
Roleof Green Labels

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

life cycle
Life cycle

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

what are the green facts they use to convince you

No Green washing!

  • The solution -> Seals and Certificates
    • Independent allocationandcontrolofthelabel
    • Frequencyandqualitycontrolofthelabel
    • Criteriaof the certification
    • accountable and transparent
What are the green facts they use to convince you?

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

seals and certificates
Seals and Certificates

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

seals and certificates1
Seals and Certificates

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

do they handle the whole lifecycle of the product in green marketing

Repair

  • Borrow (ausleihen)
  • 2nd Hand
  • Recycling is difficult because of unmixedsubstances and the pollutants
Do they handle the whole lifecycle of the product in green marketing?

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

strengths green clothing

Minimumimpact on environment

  • No childlabor
  • Good for image
  • Share in worldwidemacromarketing
Strengths Green Clothing

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

weaknesses green clothing

Nichemarket

  • Lowmarketshare
  • Expensive
  • Requires know-how
Weaknesses Green Clothing

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

how to sell it

Greenpeace

  • Easier to reachtargetgroup
  • Reach the news
  • Part of Greenpeacespromotionstrategy
How to sellit?

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen

slide13

Knowyourtargetgroup

  • Empowerconsumers
  • Priceconsideration
  • Transparancy
KEPT

group 5: Niek Fassaert, Sien Verheyen, Kathrin Hierlemann, Florian Brandstötter, Mouyelele Haufiku, Miia Pulkkinen