p18 Fairtrade passed copy:Layout 1 21/01/2009 11:29 Page 18
FAIRTRADE
Fairtrade Fortnight
With a huge growth in fairtrade sales, more than 7 miillion farmers now benefiting
from ethical practices Juliet Bacon takes a timely look at Fairtrade Fortnight and its
implications for the printwear market.
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008 was a fantastic year for Fairtrade. The and also act as a campaign tool to encourage the
market is now worth over £500million in London Olympic Committee to use as many
the UK alone and several mainstream Fairtrade products as possible during the games.
companies have made significant commitments to Printers and promotional clothing suppliers can
support Fairtrade. use this event as a vehicle to drive sales of
Starbucks recently announced its plan to turn Fairtrade clothing, inform customers of the range
100% of their espresso based coffee to Fairtrade of products available and reassure them of the
by the end of 2009. Tate and Lyle are switching all authenticity of the product; that by choosing
their retail sugar to Fairtrade by 2010 and on the Fairtrade they don’t need to trade value for values.
high street, Topshop extended their range of Although many consumers will be looking for
Fairtrade clothing while Sir Steve Redgrave ways to reduce their spend over the coming year,
launched his Five G brand at Debenhams. Puma 92% of shoppers say they still willing to pay more
has introduced its first Fairtrade football and to for a product that is perceived to be more ethical,
top it all off, London became the world’s largest with Fairtrade topping the list
Fairtrade City at the end of 2008. of most popular ethical policy, meaning filled and blended
And there have also been some exciting products.
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Customers will cotton products can now become fully
developments within the promotional industry. need a reason to stick with Fairtrade certified, which should lead
Arco, one of the largest suppliers of safety ethical purchasing during to some product development in this
equipment and workwear added Fairtrade certified these difficult financial times sector.
cotton polo’s and t-shirts to its catalogue in Navy and taking advantage of So, despite the difficult financial
and Black (sizes S to XXL). Other workwear brands marketing opportunities such climate, Fairtrade clothing is still
also launched ethical ranges including Impact as Fairtrade Fortnight (by experiencing steady growth and the
Trading’s Cotton Roots label, which includes holding a sales promotion, outlook for 2009 is not looking too
garments made from 100% Fairtrade cotton. sending out an informative e- bleak. Fairtrade now benefits 7.5
At Epona, sales of Fairtrade cotton clothing shot or displaying Point of million farmers who will also be
have increased by 80% in the last year, with the Sale, available free of charge feeling the pinch and the guaranteed
men’s classic t and women’s hoody proving the from the Fairtrade Fair price will provide them with much
most popular promotional items. To meet demand, Foundation) will help engage buyers and promote needed stability and security over the coming year.
there have been increases in stock holding and a the benefits of a particular ethical product, But with money tight for everyone, businesses and
new colour, Aqua Blue. A wide selection of whether it is Fairtrade, organic or made from consumers alike will need to justify spending the
bespoke items for clients ranging from boxers to sustainable or eco-friendly materials. small amount extra to continue sourcing ethically.
bags has also been developed. The fortnight of events is also being used by the As David Lourie, analyst for ethical consultancy
This month, Fairtrade Fortnight (Feb 23rd – Fairtrade Foundation to encourage manufacturers Good Business, puts it, “It’s not that consumers
March 8th) gives printers and merchandisers who within the garment industry to ‘make it happen, have stopped caring, it’s just hat they have got
supply Fairtrade clothing a unique opportunity to choose Fairtrade’ in response to growing other things that are higher up the scale. If a
promote their Fairtrade promotional items to consumer demand for clothing made from company can convince consumers they can stick to
customers. Fairtrade Fortnight is an annual 2 week Fairtrade certified cotton.
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their values during the hard times, they will stick
event where the UK gets to go Fairtrade mad! In the first 9 months of 2008 over 18 million with them when they come out the other side of
Record attempts, fashion shows and a huge units of Fairtrade garments were sold, an increase the recession.” Fairtrade Fortnight provides the
number of events take place throughout the of 300% since 2007. In addition to consumer perfect opportunity to drum up support for
country and receive significant media coverage. demand, an increasing number of towns are Fairtrade, and have some fun at the same time!
This year’s launch event on Sunday 22nd becoming Fairtrade, perhaps explaining growth
February is currently rumoured to be taking place within the Fairtrade workwear sector as councils For more information on Fairtrade Fortnight 2009,
in Trafalgar Square and will be even bigger and are required to purchase a certain number of please go to
www.fairtrade.org.uk (resources
better than last years Fairtrade Fair, held on the Fairtrade products. available to order online) or contact
Southbank. The high profile launch kicks off a 4 This year should see more Fairtrade promotional
juliet@eponaclothing.com.
year ‘Tipping the Balance’ strategy, which aims to items coming onto the market following a recent
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double Fairtrade sales by 2012. To tie in with the development. Last December, the Fairtrade
(Ethical shopping price survey, June 08).
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Fairtrade Foundation website
2012 games, the launch will have a sports theme Foundation announced a new composite cotton
| 18 | February 2009
www.printwearandpromotion.co.uk
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