STORES Magazine - June 2008 - (Page 32)

EXECUTIVE SUITE / GREEN RETAILING Shades of Green hat do you mean when you say “green?” A few definitions might help clear up any confusion. The following come from a variety of sources, including the Federal Trade Commission, sustainable design company Re:modern and the California Integrated Waste Management Board. Recyclable. A product/material that can be converted into material that can be used again in the manufacture of new goods. Post-consumer. Recycled material that was used first by a consumer. High post-con- W sumer content helps keep materials from going to landfills. Pre-consumer. Recycled material that came from the manufacturing process, such as scraps or discards. The use of these items helps keep them from ending up in landfills, as well as reduces the use of raw materials. Sustainable. Actions/products that meet current needs but don’t sacrifice the ability of future generations to meet theirs. This is a general term in the green movement, rather than a specific one. Reuse. Using an object/material again, either for its origi- nal or a similar purpose, without significantly altering its physical form. This is different from recycling, which alters the physical form. LEED. A certification process by the U.S. Green Building Council; it stands for Leadership in Energy and Environmental Design, and evaluates new buildings constructed to common green standards. Fair Trade. Standards for international labor; it refers to a social movement through which workers in disadvantaged populations find economic self sufficiency through fair wages and good employment opportunities. Organic. A product that is made solely from plants or insects. Organic materials/products often carry industry-specific certifications. An apparel-related example would be pesticidefree, organic cotton, which helps reduce the amount of chemicals that leach into the soil or water. Renewable. A raw material that can be replenished within a reasonable amount of time. Biodegradable. A material/ substance that, when left exposed to nature, will decompose quickly and without harmful effects to the environment. build a national park in Chile; offers garment turers,” MacEachern says. “If you look at aprecycling; and has created a solar energy plant parel, we used to buy for four seasons: winter, for its California headquarters. And the comspring, summer and fall. But now there’s pany has given more than $31 million in dospring preview, and early spring, and late nations and grants to environmental causes. spring, which comes just before early summer. And yet Jill Dumain, the company’s director That doesn’t make any sense. of environmental analysis, still wants cus“Fashion-forward is very destructive from tomers to choose Patagonia products primarian environmental point of view,” she says. ly for their quality, style and durability. “That’s not only from the manufacturer’s end, In recent years, concern for the environment where so much excess is being produced, but has risen from the low teens to No. 5 or 6 I think it’s also very disruptive to the shopper. among the reasons consumers shop PatagoThere’s no peace of mind anymore. There’s nia, Dumain says. “We’ve definitely seen it this idea that no matter what you’re going to slide up, but I don’t want it to be first,” she buy, it’s soon going to be out of style. And that says. “I like where it is now. … The environcontributes to the frenzy of trying to stay on mental work is just the gravy.” top of something you’re never going to be on Dumain acknowledges that some items in top of.” the company’s catalog can be pricier than goods from other brands. A short-sleeve Defining true green woman’s T-shirt made of organic cotton and The true green consumer, then, is not necesrecycled polyester, for example, might go for sarily one who will be swayed by a tighter $40, and a man’s casual jacket may range in economy; one who understands the principrice from $75 for a fleece hoodie to $400 for In a sluggish economy some ples will, at least in theory, likely be trying to a waterproof/breathable stretch nylon fishing consumers wonder whether buy less anyway. That consumer will also coat. “But when you factor in durability, this "green" clothes are more know that some non-green clothes are is very cost-effective,” she says. luxury than necessity. “cheaper” for reasons ranging from the type And therein lies an interesting challenge for of labor to the processes and chemicals used retailers that carry eco-friendly products. If they are truly comin its manufacturing. mitted to reusing and recycling, reducing their environmental How much consumers actually do understand, however, refootprint and creating products that are meant to last longer, mains to be seen. then, in essence, they must also, on some level, encourage con“I think the idea of organic is pretty well understood, espesumers to buy less. cially over the last 12 months or so,” Dumain says. “I think “What I am constantly encouraging audiences to do is to lisevery mainstream market has some organic component, at ten to their own voices rather than to the voices of manufacleast here in California. But as we get into the details, people 32 STORES / JUNE 2008 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents Feed for the Digital Edition of STORES Magazine - June 2008

STORES Magazine - June 2008 Contents Executive Editor's Page President's Page Tesco Tests Carbon Labels What Shoppers Think 10 Things You May Have Missed Numbers Worth Counting Full Price/Markdown Retail People Cover Story: Boom - or Bust Green Retailing Concept2Watch Online Marketing Building Traffic Water Management Branding Digital Marketing Loyalty Programs Special Report: Taking on Teens Supply Chain - Robo Crop Human Resources Supply Chain - Directory Assistance Loeb Retail Letter Arts Update Point of View NRF News Retail Crossword Retail Industry Calendar Last Laugh

STORES Magazine - June 2008

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