Fashion industry urged to scale up commitment to Fairtrade
The Fairtrade Foundation is calling on the fashion industry to Make it Happen. Choose Fairtrade during Fairtrade Fortnight (23 February – 8 March 2009) in response to growing consumer demand for garments made from Fairtrade certified cotton to support disadvantaged cotton farmers in developing countries.
Sales of products made from Fairtrade cotton remain steady and companies are continuing to support Fairtrade in these tough times. During the first nine months of 2008, over 18 million units of Fairtrade cotton products were sold with an estimated retail value of £67.1 million. In 2007 during the same period, around 5.5 million units were sold with an estimated retail value of £22.1 million.
Fairtrade Fortnight provides the fashion industry with a unique opportunity to market Fairtrade and is the perfect time for companies to showcase products at point-of-sale. It is a good vehicle to drive sales and a great chance to launch, refresh or convert a range. It can be used to reassure consumers that they are not trading value for values and responds to customer concerns around fair prices for producers.
Companies are encouraged to build on last year’s success, which saw several all-important conversions to Fairtrade such as Sir Steve Redgrave’s range of menswear Five G in Debenhams and new lines in Top Shop and Top Man. Tesco and Marks & Spencer both stocked a broad variety and range of products.
Victoria Morton, Head of Business Development at the Fairtrade Foundation said: ‘Consumers now want quality and value, alongside values. We are finding that ethics are increasingly the deciding factor that converts a consideration into a purchase. While this poses a great opportunity for many businesses, for some, it is a wake-up call to address the demands of the growing number of ethically-aware consumers.’
The Fairtrade Foundation says that 2009 will be more important than ever for businesses to make the switch to support producers faced with rising production costs as fuel and fertilizer costs soar.
‘Sticking to your values in these tough times takes vision and determination. Now is the time for businesses to differentiate themselves; and to make themselves more attractive to customers and talented employees. During Fairtrade Fortnight we are calling on the fashion industry to listen to consumers who are staying loyal to Fairtrade and making Fairtrade the norm rather than the exception’ continues Victoria Morton.
New products and ranges using Fairtrade cotton are continuing to launch despite the economic climate. The FAIRTRADE Mark is recognized by 70 per cent of the population and can provide retailers with a tool to build and retain trust with customers as well as a demonstration of their efforts to do more to improve their ethical credentials.
On December 17 2008, the Fairtrade Foundation launched a composite product policy on cotton, meaning that filled and blended products which are made from less than 100 per cent Fairtrade cotton can now be certified. This widens the scope of cotton products to carry the FAIRTRADE Mark to multi textile (cotton duvet outer with polyester inner), multi component textile and multi component non textile products (cotton duvet outer with feather inner). Now companies can extend ranges to include filled products such as pillows, duvets, decorative cushions, cotton plimsolls, rubber gloves with cotton lining and over gloves with cotton linings.
Fairtrade now has a range of more than 1,500 certified products made from Fairtrade cotton which includes clothing, homeware and cotton wool products. Most recently products such as hammocks by Handmade Hammocks, cotton velvet dresses from Bishopston Trading and corduroy trousers from Gossypium have entered the market. The number of retailers the Foundation works with on cotton has increased from two to 20, including 10 of the biggest clothing retailers in the last two years.
The value of UK Fairtrade sales has grown more than tenfold since 2001, reaching nearly £500 million in 2007 and now helps more than 7.5 million people – farmers, workers and their families – have more security and control over their lives. New sales figures will be announced during Fairtrade Fortnight but are expected to reflect key commercial development and show an increase in some categories.
Notes to Editors
1. The FAIRTRADE Mark is a certification mark and a registered trademark of Fairtrade Labelling Organisations International (FLO) of which the Fairtrade Foundation is the UK member. The Fairtrade Foundation is an independent certification body which licenses the use of the FAIRTRADE Mark on products which meet international Fairtrade standards. This independent consumer label appears on products as a guarantee that disadvantaged producers are getting a better deal. Today, more than 7 million people – farmers, workers and their families – across 59 developing countries benefit from the international Fairtrade system.
2. The Foundation is planning to expand the range of product areas to cosmetics and other products as part of a five-year strategy Tipping the Balance which aims to achieve increase sales four-fold by 2012 to £2billiona year.
3. The full range of more than 4,000 Fairtrade certified products now includes coffee, tea, herbal teas, chocolate, cocoa, sugar, bananas, grapes, pineapples, mangoes, avocados, apples, pears, plums, grapefruit, lemons, oranges, satsumas, clementines, mandarins, lychees, coconuts, dried fruit, juices, smoothies, biscuits, cakes & snacks, honey, jams & preserves, chutney & sauces, rice, quinoa, herbs & spices, seeds, nuts & nut oil, wines, beers, rum, confectionary, muesli, cereal bars, yoghurt, ice-cream, flowers, sports balls, sugar body scrub and cotton products including clothing, homewear, cloth toys & cotton wool.