Talk about Cause Branding and how they are semi-related:
Cause Branding to so trendy amongst consumers and shares a common goal/background with the fair trade trend
A large section at Prêt focused on ethical and fair-trade brands, with participation from U.S. ethical fashion agency NOW Showcase.A clutch of hard-working Brits in the fashion, media, and music worlds have won top honors from Queen Elizabeth II. On Friday, Her Majesty’s 2010 New Year Honors List — an annual roster of high-achievers in their respective fields — was published, with figures including veteran fashion designer and outspoken campaigner for Fair Trade cotton Katherine Hamnett.
Women’s Wear Daily recently went to the streets of the Lower East Side in New York City to ask consumers what they were looking for in “green” shoes and at for what price. Jolene Boyce stated “I’m vegan, so I would like to buy more vegan shoes, but I don’t really know what’s out there. I look at fair-trade, biodegradable, sweatshop-free companies.” Kristy Dodds also said “I look for something light and comfortable and with fair-trade, sweatshop-free [aspects]”Clearly consumers now prefer their products and merchandise have a healthy and ethical production background. In an interview done by Richard Stengel with Time Magaizine, he interviewed The President and First Lady for the magazine’s annual service issues. Together they discussed the fact that “[e]ven as people acknowledged that times were tough, 38% of Americans 18 and older, some 86 million people, reported taking a number of socially conscious actions this year, including buying green products and goods from companies they thought had responsible values. This is a sea change in the mind-set of Americans and represents the rise of what we're calling the ethical consumer. Just as our DNA as Americans contains a commitment to volunteerism and civic participation, there is a new social contract evolving between many Americans and businesses about what goes into making the products we buy” Ethical consumer=targeted fair trade consumer“Environmentally conscious fine jewelers Kimberly McDonald and Pippa Small, who both price designs from about $1,500 to $50,000 at retail, add buying incentive by using recycled and fair trade gold. The fair trade designation means that during mining the metals are not separated with arsenic or cyanide, and that the mercury involved in the process is disposed of properly, tacking on a 10 percent premium. Small said her first fair trade-certified collection sold out”
Add in here about the Co-operative and what it does
obstetric fistula can be caused by prolonged labor, poor prenatal care and a scarcity of midwives. The resulting infertility, incontinence and odor often cause husbands to leave their wives, and many women face discrimination in their own communities.
Fair trade fights poverty by:providing fair wagessocial well being improved due to: opportunities to learn new skillstravel and meet new peoplenew experiencesproviding additional social networks
Trickle Down Theory For example, in Fort Worth Sharon Cansler opened Beloveds, after visiting a green festival in San Francisco, to provide fair traded products to her friends, family, and community
Chris Martin from Coldpay
Global view presentation
Fair TradeKathleen Riley and Christy West
Why Fair Trade? Provides farmers and workers in developing countries with the help they need to make successful and sustainable businesses to better their community A major aspect of Fair Trade is that funds are specifically designated for social, economic, and environmental developmental projects such as building businesses, empowering women, supporting education, fighting poverty, and providing health care. Sets and enforces strict standards and requirements that ensure products are produced under ethical conditions. Some of these conditions include sustainable work ethics, no child labor, and no sweatshop practices
Fair Trade: A Trend The fair trade apparel and accessory trend is affecting many different cultures, lives, families and countries around the world Not only is this merchandise morally and physically supporting a good cause, it also falls under the ever growing sustainability trend. Fair trade companies, supporters, and workers all promote and live by doing their part to provide sustainable products and merchandise to consumers. Fair trade is becoming and is a trend because it also allows consumers to purchase products knowing they are directly impacting the lives and communities of the workers creating the products.
Fair Trade: A Trend Cause Branding “A potentially profit-making initiative by a for-profit company or brand toraise awareness, money, and/or consumer engagement in a social orenvironmental issue. Cause branding additionally attempts to create a permanentassociation between the company or brand and that issue in the eyes of theconsumer” (citation). The cause branding trend has become a very strong trend within retail industry and fair trade is similar to this practice but instead of just raising money for charity fair trade organizations “*…+ teach disadvantaged communities how to use the free market to their advantage”(citation).
Fair Trade in the Retail Industry• Fair Trade pumps money into these developing countries helping to boost their economy’s• Truly fair traded products offer a sincere sense of originality and exclusiveness many consumers strive for.• Celebrities, trend setters and designers are jumping on not only the sustainability band wagon, but the fair trade aspect of production as well, making these products popular and in increasing demand.• The Queen of England has also noticed and recognized the good in fair trade products.
Fair Trade in the Retail Industry Consumers are beginning to specifically shop for these fair traded items, instead of a style or color coming first, consumers are starting to base their purchasing decisions on the products production history. Statistically consumers also enjoy the humanity portion of the fair trade process, people in today’s society want to do good and ultimately see positive change through the world. Even though economically, our society has been in a down turn, that has not stopped designers, retailers, and ultimately consumers from making ethical purchasing decisions. For example, increasing prices of raw materials has also brought attention and awareness to the fair trade concept.
Discussion Question: Now that we are rising out of the recent recession and money is starting to flow back into our economy, are you willing to spend more onmerchandise that is fair traded? Does the background of the products you wear matter to you?
MALI• Mali is one of the 10 poorest countries in the world• Mali is the largest cotton producer on the African continent• 40% of Mali’s rural population is dependent on cotton production• Before the Dougourakoroni Cotton Producers co-operative existed Malian farmers were being forced to sell their cotton crop below production costs because the decreasing worth of cotton per kg
MALI• Mali women produce hand crafted jewelry for Catholic Relief Services• Help raise awareness about obstetric fistula to local women.
Bangladesh• Women in Bangladesh often forced to live in slums and work in factories up to 600 miles away from their families• Fair trade fights poverty
• Founded in 1991 in Japan by Safia Minney• Registered and highly involved member of the World Fair Trade Organization (WFTO)• Design garments by hand as much as possible in order to create work in developing countries• To support producer partners efforts towards economic independence and control over their environment and to challenge the power structures that undermine their rights to a livelihood.
KENYA• Cotton sector struggling – production at 8.2% of national capacity• Farmers producing low yields of poor quality cotton• Cotton costs rising• Situation particularly poor in Kitui and Mwingi districts where poverty level is as much as 76%• Cotton production is one of the few means these farmers have to earn an income to meet basic needs
KENYAFair Trade Cotton project• Links farmers in these districts to a fair trade supply chain through a local ginnery• Guaranteed sales mean farmers receive an increased and consistent price• More than 200% increased income• Lives of 2,500 farmers and their families improved
Fair Trade in the US• The United States of America is a developed country, thus to the • Retailers all across America not American society the ideas of giving only began to sell fair traded back to people in need, ethical products, but opened businesses global business, and sustainability with fair trade as their business have not only become increasingly foundation. popular, but trendy as well.• Fair traded merchandise and • Even main stream companies products are one very influential such as Ebay, are beginning to way for consumers to obtain that offer fair trade products to fulfill trend. consumer demands.• Celebrities and public figures have taken it upon themselves to spread the knowledge on fair trade, and why it was established in the first place, to mainstream consumers.
Theories• Trickle Down Theory • To indicate desired Fair trade clothing social conductand accessories became ex: WWJD braceletstrendy because the people atthe top of the social rankingbecame interested
Discussion Questions• Is it possible to run a Fair Trade company on a large scale?• How can fair trade become more popular?• Will fair trade eventually reduce poverty?• Do you think fair trade fashion will ever take over fast fashion?
Reference PageFairTrade. Merriam-webster dictionary. Retrieved April 26, 2011, from http://www.merriam-webster.com/dictionary/fair%20trade.Definition: cause branding [Web log message]. Retrieved from http://dowelldogood.net/?p=483.What is fair trade?. (n.d.). Retrieved from http://www.transfairusa.org/what-is-fair-tradeTraub, C. (2010, February 15). Paris trade shows feature wide mix. Womens Wear Daily, Retrieved from http://www.wwd.com/markets-news/mix-of-old-and-new-stirs-paris-trade-shows-3490829Queen elizabeth ii delivers honors to fashion industry. (2010, December 30). Womens Wear Daily, Retrieved fromhttp://www.wwd.com/fashion-news/fashion-scoops/queen-elizabeth-ii-delivers-honors-to-fashion-industry-3410538Denton, E. (2010, October 18). Do shoppers care about sustainability?. Womens Wear Daily, Retrieved fromhttp://www.wwd.com/footwear-news/do-shoppers-care-about-sustainability-3340419Stengel, R. (2009, September 10). Doing well by doing good. Time Magazine, Retrieved fromhttp://www.time.com/time/magazine/article/0,9171,1921591,00.htmlStephenson, L.B. (2010, October 11). Rising price of gold forces jewelers to adjust. Womens Wear Daily, Retrieved fromhttp://www.wwd.com/markets-news/gold-prices-rise-and-jewelers-adjust-3333905#/article/markets-news/gold-prices-rise-and-jewelers-adjust-3333905?page=2Fair Trade USA. (n.d.). Apparel & Linens. Retrieved March 8, 2011, from Fair Trade USA: http://fairtradeimpact.org/Fairtrade Foundation. (2006). Dougourakoroni Cotton Producers Co-operative, Mali. Retrieved March 8, 2011, from Fairtrade Foundation:http://www.fairtrade.org.uk/producers/cotton/dougourakoroni_cotton_producers.aspxPeople Tree. (n.d.). About People Tree. Retrieved April 26, 2011 , from People Tree: http://www.peopletree.co.uk/about-us/Traidcraft. (2011). Fairtrade Cotton, Kenya. Retrieved April 26, 2011, from Tradecraft:http://www.traidcraft.co.uk/international_development/overseas_programmes/east_africa/fairtrade_cotton_kenya