RRJ #4

Reference:
Ormsby, K. (2010, Feb 15). ‘Green’ is the new black: Northwest retailers offer shoppers more eco-friendly options. The Seattle Times. Retrieved on Feb 23, 2010, from
http://seattletimes.nwsource.com/html/businesstechnology/2011085403_greenretail16.html

Summary:
Recently shoppers want to buy ‘green’ products which are made of sustainable and organic materials. So manufactures and retailers were responded to that. According to the article about 66% of consumers think it is important to offer green products for companies and to buy eco-friendly products for them. This trend has continued since 2007 and nowadays as customers are more interested in the green products, and as it goes on buying them. So many fashion companies rolled out green products which were made from bamboo fabric, organic cotton, and so on. They also care about a design of products. Now ‘green’ is a great value in the fashion industry.

Reaction:
There has been a craze for ‘eco-friendly’, or ‘green’ in the fashion industry in recent years. People think it is just a movement of environment first, but awareness of people is changed from onlookers to participants. They also think if they buy some clothes which are made from organic cotton, it is good for the environment and also good for themselves. So they decide to buy eco-friendly products rather than others even when it costs a lot.

Companies always follow the customers’ needs. They launched the eco-line that was made of sustainable and organic materials. Sometimes it is related technology, so they invested in how to recycle chemical fiber. Or there is one thing as important as technology, the design of products. Customers don’t want to buy a product which is practical but not pretty. It is useless without compromising the performance or beautiful design. Hence, the company should study deeply into chasing two hares at once.