Posted by Sheila Shayon on December 7, 2012 12:25 PM
Having taken Zara to task as part of its Detox/Toxic Threads campaign, Greenpeace is now turning the spotlight on the Levi’s brand.
This week, the eco-activists rolled out a multimedia campaign that included bringing 16 living mannequins to stage a protest outside the brand’s flagship store in San Francisco. Their demand: that the world’s largest maker of jeans (with sales of $4.8 billion in 2011) eliminate hazardous chemicals from their supply chain. The tactics: turning the denim giant's global Go Forth "marketing platform"— which was inspired by Walt Whitman's "O Pioneers" poem — against the brand.
Campaigners are using the language of "Go Forth" against the brand. Greenpeace is mimicking its graphic style and hashtag (#goforth) with its own #detox tag for a "#GoForth and #Detox!" message. The platform's "This is our time" tagline has turned into "Now is Your Time," in addition to co-opting other Levi's brand attributes (see the Pinterest/Facebook-ready "501 reasons to detox" infographic, below) to encourage the company to live up to its high-minded, noble mesaging.
Levi's is listening.Continue reading...
Posted by Mark J. Miller on November 29, 2012 10:56 AM
Greenpeace is doing battle against the fashion world. In the past week, it organized more than 700 volunteers in more than 80 cities in 20 countries to dress up like mannequins and stage “walkouts” of Zara stores as a protest against the company for using any hazardous chemicals in its supply chain.
The “Detox Zara” campaign has spread to include all of fashion; the eco-campaigner's latest video, above, is a manga style trailer called "Detox Fashion" (tagline: "Toxic is so last season.")
The campaign has worked, according to Greenpeace's Tristan Tremschnig: "Zara — the world’s largest retailer — has now committed to clean up their supply chain and Detox following 9 days of intensive pressure from people around the world. This included over 320,000 people joining the campaign online, over 44,000 mentions of Zara and the Detox campaign on Twitter alone, and a reach of over 7.1 million people across Twitter and Weibo. Not forgetting our activities on Facebook, Pinterest and outside the brand’s stores."Continue reading...
Posted by Shirley Brady on November 26, 2012 10:51 AM
Now you don't have to worry about mannequins watching you — they may also be following you onto the sidewalk. As part of Greenpeace's global "Detox" campaign, more than 700 people, in over 80 cities, in 20 countries around the world protested, staged street theater and conducted "mannequin" walk-outs to demand Zara to eliminate the use of all hazardous chemicals throughout its supply chain.
From Bangkok to Buenos Aires, the activists also called on Zara store managers (who don't permit photos of their mannequins) to forward Greenpeace's Detox demands to their headquarters, after new research found traces of hazardous chemicals in ZARA clothing items, some of which can break down in the environment to become hormone-disrupting or even cancer-causing substances. As Greenpeace put it, "how will the world's largest fashion retailer — which responds so swiftly to changes in fashion trends — react to this global call for toxic-free fashion?"Continue reading...
Posted by Dale Buss on November 15, 2012 11:12 AM
It won't come as news to the millions of Americans who go to humanity-choked Apple stores and try to find a blue-shirted staff member who might be unoccupied, but Apple's outlets are the most productive retail real estate in the United States, according to new research.
Now if its former retail guru Ron Johnson could finally just figure out how to apply some of the Apple shine to JCPenney, where he is the increasingly beleaguered CEO after having left Apple as head of its retail stores a little over a year ago.
Apple's store productivity has soared in recent years as consumers have flocked to buy iPhones and iPads, reports the Financial Times. As a result, Apple recorded sales per square foot of retail space of $6,050 in the year ended in June, putting it ahead of all other contenders, including No. 2 Tiffany & Co. and No. 3 Lululemon Athletica, according to data from Retail Sales. But even Tiffany finished a distant runner-up, with sales of $3,017 per foot.Continue reading...
Posted by Dale Buss on October 24, 2012 09:00 AM
Dow Chemical to slash 2,400 jobs and close 20 plants.
Zynga cuts staff and kills some games.
BBC investigating staff members in Jimmy Savile sex scandal as New York Times public editor calls for scrutiny of incoming CEO, ex-BBC exec Mark Thompson.
AT&T reports slower growth in new customers.
American Airlines expands route network.
Apple finally unveils its new smaller iPad as advertisers and publishers contemplate utility of new model.
BAE faces pressure after collapse of EADS deal.Continue reading...
Posted by Sheila Shayon on October 22, 2012 03:47 PM
In 2011, the Levi's brand released 1.5 million pairs of Water‹Less jeans, which will increase to 29 million by year-end for a savings of 360 million liters of water to date. Now it's taking its sustainability efforts to the proverbial garbage dump, with a new Waste<Less denim collection that will, once again, put the world's largest maker of jeans worldwide (sales of $4.8 billion in 2011) at the forefront of sustainable brands.
Part of the Levi's Spring 2013 collection launching in January, the Waste‹Less denim collection will comprise about 400,000 men’s and women’s jeans and jean jackets made of eight crushed brown and green plastic bottles per pair and composed of at least 20% recycled plastic, in a process that reused about 3.5 million bottles and saved enough water to fill 144 Olympic-size swimming pools.
“This collection proves that you don’t have to sacrifice quality, comfort or style to give an end a new beginning,” stated James Curleigh, global president of the Levi's brand. “We don’t just want to reduce our impact on the environment, we want to leave it better than we found it.”Continue reading...
Posted by Abe Sauer on October 15, 2012 05:43 PM
"Death to tyranny" reads one of the t-shirts offered from right wing radio host Glenn Beck's new denim and clothing brand, 1791. The tyranny shirt is sold, online only, alongside jeans and other message shirts with shallow, jingoistic messages of Americana including cherry trees and Native Americans. All products are, of course, made in America.
The 1791 brand, which launched as a charity clothing line 11 months ago, is the latest extension of a dwindling Beck empire. It is also the latest brand line from a right wing radio host looking to leverage popularity to fill his own pockets. The problem for Beck's particular endeavor is that the market is currently filled with a glut of Tea Party-focused products.Continue reading...
Posted by Mark J. Miller on October 15, 2012 10:18 AM
For too long, JCPenney traffic and sales were boosted by coupons that customers clipped and used in-store. When CEO Ron Johnson took over in November of last year, he promised that he would stop using coupons and make the new "jcp" a place of everyday savings, where customers would come if they knew that prices were low every day. So the company ditched coupons altogether back in February.
It turned out, however, that no coupons took a bite out of the bottom line, so the beleaguered Johnson emailed customers to say they shouldn’t have to wait around for sales, to so please enjoy a $10 “gift” to use before Nov. 4. That gift, to many, smacked of a coupon, but the store positioned it as more of an uncoupon.
A spokesperson told the Wall Street Journal that it wasn’t a coupon: "This invitation is in no way a reflection of a departure from our fair and square everyday low price." Call it what you want, but the hope is clearly to get some bodies into the stores and pick up some sales before the holiday season hits.
Another idea put forth by Johnson, who used to work for Apple and helped to conceive their retail stores and Genius Bars, was to create mini-stores with pop-up boutiques for such brands as Levi’s, Sephora, and Liz Claiborne. At least one of them is feeling good about it.Continue reading...