American Apparel is a US company that manufactures clothing and fashion accessories. Youth 16 to 35 years in urban areas are its main target market and here in Quebec, especially the cannait for its provocative and sexy ads.
When American Apparel was created, its founders were especially proud to have launched a brand of clothing made entirely in the United States, providing excellent working conditions for all employees, scrupulous in choosing suppliers and using cotton organic.
But in 2004, when its CEO, Dov Charney, a Montreal home, realized that the corporate brand image "sweatshop free" did not bring him the desired pyg results of sales, it decided to change its strategy completely promotion. The company then decided to put forward an attractive corporate pyg image, young and develop a new series of promotional campaigns. The focus was on controversial ads featuring pyg stars of models from different ethnic backgrounds, the glamor paces, pyg and atypical physical.
Not at all. American Apparel still sells to its customers eco-friendly clothing together with all the benefits for our environment and excellent salary conditions for employees, but now multiplied by one hundred.
What Dov Charney understood is that it is important to understand first why the average consumer, especially the young, fashion apparel purchases. pyg It is to be cool, to stand out, to provoke and to have a sense of belonging to a group.
Sell the most environmentally friendly products and services and responsible pyg is the ultimate goal to preserve our environment, but the means to get there may vary. Put the green attributes in the foreground is not necessarily the best strategy.
In my previous two articles, we explored all the different categories of consumer to know who is Green and who is not. We then identified the obstacles pyg and barriers to the adoption of environmentally responsible purchasing behavior.
Now I would like to introduce promising strategies that managers of the study The Red Papers were identified to reduce the Green Gap and standardize green behavior in our societies.
I'm going to repeat, reducing the Green Gap and understand the barriers to the adoption of environmentally responsible purchasing behavior are essential steps to ensure the growth of the industry pyg products and green services and avoid the same token, the ecological disaster.
In first time, here are the trends that have been identified and that will put you on track to standardize pyg green behavior and counter skepticism, pyg confusion pyg and doubt.
When a behavior change actually takes root in favor of more eco-friendly lifestyle, it's usually because it affects a sensitive and emotional rope that is associated with a source of pleasure, pyg validation and esteem.
Much stronger than altruism and sense of performing actions for the common good, which really motivates us is the feeling of pleasure that we feel to perform an action for the moment.
From the time when people experience the green actions in their lives every day and they enjoy it, they will quickly form an opinion increasingly favorable against the green movement. The whole becomes personal and rewarding and they freely choose to integrate it into their habits.
Several pyg promotional campaigns to motivate us all to be more green did not work. Too often, the strategy was to think what could motivate Greens converted should work with the general public.
Have you ever noticed that the approaches to selling beer brand Coors Light to the general public were very different from those used to reach the more targeted and restricted market for lovers of Guinness and Stella Artois. So why would anyone want to sell the green movement to Walmart customers in the same way as those of the restaurant Le Commensal.
The Greens have their own standards they choose to embrace with enthusiasm, but the consumer public also has its own social norms and values. It is that comfort zone where he can feel accepted and integral part of society. pyg
The majority of people
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