p68,69 eco:Layout 1 16/02/2010 13:51 Page 68
SPECIAL REPORT
Last month, we asked readers if eco products were simply a gimmick or were here to stay. We
were inundated with views, so here's an in depth look at what the industry has to say. For
soundbites on the same theme, turn to our Hot Topic column on page 82.
The
interpretation of them may change and be
modified over time.
Westford “However, brands and suppliers must not
Mill allow complacency to creep into the
Westford Mill would argue quality of their eco products. If the
that eco products are very much a product fails in any way, consumers’
serious business proposition. The brand is disappointment will be inextricably
convinced that the market for eco-friendly linked to the brand whose livery is
promotional products is now well-established featured on the product.
and is here to stay, and has responded “Eco products are there to be
accordingly, with further development of its value used as a positive medium to support a brand’s
for money, Bags For Life collection. ‘green’ messages or to underpin an eco-aware
“In 2009, Westford Mill’s Bags For Life collection products culture within an organisation. So it’s imperative
comprised 48 SKUs: for 2010 we’ve expanded the by doubling that these products must offer quality and durability
offering to 63 SKUs; that’s an increase of 30 per the colour palette and be fit for purpose. They need to be part of a
cent on last year’s SKU count,” says the brand's for its B858 Organic Cotton 6 Panel believable, engaging and ‘joined up’ strategy.
Hannah Knaggs. The new SKUs are a direct Cap. “As supply chains continue to look for ways to
response to a growth, and changes, in customers’ Managing director, Roger McHugh, comments: improve their manufacturing methods, we may see
demands for environmentally friendly promotional “When we launched the B858 in 2009, we offered a time when 'eco' is the default for some products,
products. the cap in four ‘earthy’ colours – black, chestnut, and they won't require a special label or an ‘eco’
For 2010, Westford Mill launched two new Bags For natural and olive green. The colour palette was prefix. We're not there yet, but maybe one day...”
Life. “A few years ago, customers looking for a chosen to underline the cap’s eco credentials and to
‘natural’ promotional product were content with a appeal directly to the type of ‘green’ customers that Everything Environmental
cotton tote bag. That’s not the case today; now that we expected to make up the core end user base. We Evan Lewis, managing director, of Everything
customers are familiar with eco products they are quickly discovered that a much wider range of Environmental comments: "We believe the green
demanding more, and wider, choice, just as they are mainstream promotional wear customers was sector is here to stay but its growth rate has
in every other area of the corporate and looking for organic cotton headwear, but they slowed.
promotional products market. Customers want to be wanted it in more traditional promo colours. We’ve “Experts will continue to thrive but those paying lip
able to differentiate themselves whilst remaining responded by adding bright red, bright royal, French service will be found out due to the complexity of
‘eco-friendly’,” Hannah explains. navy and white to the B858’s colour palette for the green sector these days.
She adds that customers’ desire for differentiation is 2010.” "Green products must compare on price, quality
behind the most noticeable development within the Roger expects to see sales accelerate following the and desirability with their virgin alternatives. People
Bags For Life sector – the calls for eco products in a introduction of the new colours. are no longer willing to pay extra for basic green
wider choice of colours. "Eco is still a niche area in the imprint industry, but products. Independent certification and auditing
Hannah also believes the ‘Bags For Life’ market is there is a healthy demand for these products that’s along with supply chain transparency will become
gradually moving towards higher quality products not limited to the ‘obvious’ customers and that’s more and more important."
offered at value for money prices. only going to increase in the future,” he says.
"Far from looking as though it may be a short-lived The Sourcing Team
gimmick, the market for eco products is maturing,” Brand Addition "I believe Eco products are here to stay," says Gill
Hannah explains. “We are noticing a general move Russell Coulston, head of creative services at Brand Thorpe, managing director of The Sourcing Team. "It
towards a more environmentally friendly way of Addition, which specialises in branded promotional has been a growing market, and continued to be so
working, across all industries – whether by choice merchandise, says: “Green themes are certainly for us last year. Clients are thinking far more about
or pressure from governments and consumers.” trendy and currently have a lot of appeal. But eco what they are buying and the effect they have on
products can’t afford to be seen as gimmicks. the global environment.
Beechfield “A strong industry is being built to produce such "It's about time we all took care of our
Specialist headwear brand, Beechfield has items, so eco products are definitely here to stay. environment and actually, if you look at the big
reaffirmed its commitment to supplying eco But they will also continue to evolve and our corporates they are asking far more questions and
| 68 | March 2010 www.printwearandpromotion.co.uk
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