Growing Green

Effective marketing unlocks the profit in eco-friendly products and processes; here's how.
Oct 1, 2008

Anvil Knitwear Inc. launched its AnvilOrganic line with breakfast presentations at two major industry trade shows. The menu was organic food, the tables were merchandised with living plants and AnvilOrganic shirts, and the audience heard CEO Anthony Corsano speak about green practices, policies and products.

By Rachel Brown, Contributing Writer

The worldwide "greening" of industries is not a passing trend, as social responsibility has become a mainstay in conducting business these days. Companies in the decorated apparel industry are doing their homework to properly educate and deliver green products and an eco-friendly philosophy to customers. But effectively marketing green products presents unique challenges for apparel decorators, so it pays to learn some green marketing lessons from the big boys.

Global brands like Wal-Mart, Nike and even Barneys New York garner headlines for launching green apparel lines and other green products — and that positive PR has bolstered aggressive (and expensive) advertising campaigns. Smaller companies who also are on the green belt don't necessarily get any mainstream media coverage, nor do they have big bucks for promotion.

However, the media spotlight on big brands has indirectly helped smaller companies leverage green products and practices, including manufacturers and suppliers in the decorated apparel industry. "The greatest opportunity has been the marketing advantage from all the national press and media attention that has been focused on green initiatives," says Gina Barreca, marketing director for Vantage Apparel, Avenel, N.J.

ECO-FRIENDLY EDUCATION
Vantage Apparel highlights its green presence by putting environmentally friendly products front and center on its Web site. Barreca says that while the awareness of eco-friendly apparel is apparent, educating buyers and sellers about fabric construction and benefits is sometimes challenging. "There's not a lot of sales history," she says. "So making product decisions becomes more difficult. We had to decide on whether to keep our product 100% organic and offer it only in its natural color or add dyes that would take away from the true, eco-friendly message. We decided to start with only true organic product."

Suppliers take different approaches to educate customers about green product offerings. S&S Activewear, Bolingbrook, Ill., highlights its eco-friendly apparel with a special icon in its catalogs. "We also have a special spread in our catalog that tells about different fabrications," says Margaret Crow, marketing director. "And we've done an eco-products mailer and e-mail promotions."

Anvil Knitwear Inc., New York, has determined direct customer contact is effective in disseminating information about the green attributes of its products. "As for persuading target customers to use green products, we've found that information is the only tool needed," says Ellen Singer, executive vice president, marketing. The company launched its AnvilOrganic line this year and found industry trade shows particularly beneficial in announcing its release. "We held breakfasts at two trade shows where we served organic food and Anthony [Corsano], our CEO, spoke about why going green in practices, policies and products is important," says Singer.

Bodek and Rhodes has taken green to a new level by providing decorators with a step-by-step process on how to market organic apparel to end users. The company has trained its entire staff about organic apparel, especially since the launch of its UltraClub Organic line this year. The staff reaches out to customers, educating them so they can take that knowledge to market.

The Philadelphia-based distributor offers its customers an Organic Marketing Kit, which includes an educational brochure, a list of the top 50 markets buying organic garments, and a certificate and decal to show that they sell certified organic products. The marketing kit can be accessed on the company's educational Web site — bodekandrhodes.com/organics.

As a member of the Organic Exchange and Organic Trade Association, Bodek and Rhodes leads by example. "We sent out several thousand samples with the [marketing] kits enclosed, then offered additional samples at 50% off," says Mary Ellen Hudicka, director of marketing communications. "We also redesigned our major trade show booth into a rainforest, as an Organics Theater, where we trained thousands of people on the basics of organics."

GREEN DECORATING
On the flip side of the coin, screen printers and embroiderers have a vested interest in green products as their customers voice a demand for eco-friendly decorated apparel. "Because I have customers in the green forefront, I have to prove [how our products] are eco-friendly, and not just that the material is more sustainable," says Ellen Cronin of ESP Solutions, Norton, Mass. "I have to take it from the raw goods [stage] all the way through and prove the entire process is eco-friendly."

The decorator's showroom displays its new green processes in action. The company is in the process of making green a priority — from energy-efficient lighting to a screen-burning process that eliminates the use of plastic. ESP's showroom has an area dedicated to organic and recycled materials with samples and brochures explaining their environmental benefits. "When we answer the phone, we say, 'ESP is going green,' and that tends to open dialogue to explain what we are doing," Cronin explains.

There is, perhaps, no better way to communicate green products than displaying them to capture their natural essence. "It's important to clearly illustrate the characteristics of green apparel so that decorators can educate their customers," S&S' Crow points out. "The use of stickers or hang tags for garments is a good tool. Merchandise can be displayed with natural backgrounds and natural props."

To highlight its green merchandise, Anvil recently bought showroom fixtures constructed with reclaimed wood from demolished buildings. "We are absolutely seeing bottom-line gains from our eco-initiatives," Singer says. "Yes, there is an upfront investment, but the payback makes it a smart financial decision, as well as a good environmental one."

Rachel Brown is a freelance writer based in Atlanta. She has an extensive background as editor for a variety of business-to-business publications. For more information or to comment on this article, e-mail Rachel at rachel_rose_brown@yahoo.com.

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