Krishna s's Posts - Ethical Fashion SOURCE Network2024-03-28T16:59:33Zkrishna shttps://ethicalfashionforum.ning.com/profile/krishnashttps://storage.ning.com/topology/rest/1.0/file/get/1960844395?profile=RESIZE_48X48&width=48&height=48&crop=1%3A1https://ethicalfashionforum.ning.com/profiles/blog/feed?user=2v10d7sl9z716&xn_auth=noThe myth of the ethical consumertag:ethicalfashionforum.ning.com,2010-07-26:2622461:BlogPost:543902010-07-26T19:30:00.000Zkrishna shttps://ethicalfashionforum.ning.com/profile/krishnas
While watching a talk given by management scholar Timothy M. Devinney,<br></br>entitled ”why the ethical consumer is a myth“ it got me thinking about ethical ethical<br></br>consumers take a look at it here:-<br></br><a href="http://vimeo.com/10167988">http://vimeo.com/10167988</a><br></br>From the research I have done I arrived at the same conclusion that <br></br>only a small percentage of people would specifically go out to purchase<br></br>ethical clothing. How did I come to this conclusion, well while<br></br>working…
While watching a talk given by management scholar Timothy M. Devinney,<br/>entitled ”why the ethical consumer is a myth“ it got me thinking about ethical ethical<br/>consumers take a look at it here:-<br/><a href="http://vimeo.com/10167988">http://vimeo.com/10167988</a><br/>From the research I have done I arrived at the same conclusion that <br/>only a small percentage of people would specifically go out to purchase<br/>ethical clothing. How did I come to this conclusion, well while<br/>working in a store in central London we started to do a range of<br/>ethical clothing made from organic cotton. We had some promotions in<br/>newspapers and e-mail sent out to customers notifying them of this<br/>new ethical range, I decided to do an experiment to see how many<br/>customers came in specifically for the organic range simply by asking<br/>them, and after about three months and hundreds of customers later I<br/>came to the conclusion 99.99% of the people I asked didn't come in to<br/>purchase from our organic range, in fact about 70% of them didn't<br/>even realise that they were purchasing ethical clothing, and when I<br/>tried to explain what they had just purchased only 20% actually<br/>seemed interested in what I was saying. From what I can tell these<br/>customers were only purchasing fashionable clothing. Now this isn't<br/>necessarily a bad thing because the ethical range did very well, so<br/>well in fact we made it a permanent and expanded the number of<br/>products. So this got me thinking who cares if the customer doesn't<br/>know that their purchasing ethical clothing they seem to be happy<br/>with the purchase, we are making money, and at the same time we're<br/>helping the environment. I concluded that it's natural for us Homo<br/>sapiens to be self-serving drones in our day-to-day lives, we like to<br/>say that we are concerned about the environment and the treatment of<br/>workers who make our clothing, but in the end of the day most will<br/>always go to to a major clothing retailer and purchase clothes which<br/>is probably made in a sweatshop in some foreign land. (did you notice<br/>I didn't mention any brands or countries here but you know who I'm<br/>talking about). So if the ethical consumer doesn't exist (or a are<br/>rare breed) is there any hope the simple answer is YES, but that<br/>ladies and gentlemen is a story for another time good night.<br/>