Hundreds of companies decided to adopt eco-friendly practices last year in order to keep up to speed with their competition.  And, it looks like the ethical trend is set to stay in 2008 with more and more companies adopting these practices.

With all this attention, it would seem that these ethical concerns currently control the printwear and promotion industry.

It's fair to say that fair trade issues, sustainability, and organic concerns have an incredibly significant place in the current market. In fact, the Fairtrade Foundation has forecast a 50% increase in sales of fair trade cotton this year compared to last year. 

This prediction confirms the fact that everyone involved in the printwear chain - whether they are manufacturers, distributors or end-users - is increasingly seeking out products that are both environmentally sound and ecologically safe.

By sourcing these products and practices, a company can demonstrate that it is prepared to consider factors that extend beyond gaining profits. It is this acknowledgement that reflects well on the company and can actualy help boost its sales. 

Do ethical concerns really control the printwear and promotion industry?

Fashion trends help to determine what the market wants. Styles of items worn by celebrities, and then seen in the media, have influenced the design and fit of today's corporate, sport and leisurewear.  As a result, promotional and corporate clothing has become more stylish in recent years - better fitted and with more attractive colours and designs being used. 

What about value for money?  Today's discerning customer may want a fashionable item, or one that is made with a conscience, but they certainly won't pay an unlimited amount for it

Price considerations are still a great preoccupation in today's market, and can determine decisions made within the industry. 

Most companies now have manufacturing capabilities abroad, meaning a reduction in labour costs. By reducing overheads here, companies can offer their customers cheaper products without compromising on quality.  And, it almost goes without saying that customers are more likely to choose a cheaper product over a more expensive one as long as the quality is the same. 

Better technology has also helped cut costs.  As printing methods have improved, prices have been lowered for customers, while simultaneously decreasing costs for companies by allowing larger print runs.    

Improvements in technology have also had another knock-on benefit for companies - they have actually helped foster customer loyalty.  Customers increasingly want shorter lead times and, along with a sizeable product range and good communication with the company, technology in the form of printers and the internet have helped forge all of these. Customers are likely to return to a company that has provided them with an efficient service and, in this way, it is clear that customer loyalty influences buying decisions. 

So, can we pinpoint one single factor that controls the market?

Put simply, the answer is no. Rather, there appear to be several factors that determine what the market wants - ethics, price, fashion and customer service, to name but a few. 

In order to drive sales, companies must compete to be the best at producing, and delivering all of these aspects.  Additionally, they must strive to find factors that differentiate them from other businesses which may have the same policies, prices or services. 

Ultimately, it is what the customer wants that drives the industry, but their purchasing decisions are firstly influenced by trends and concerns that they witness every day in the media and by going about their daily lives. Trends, however, are subject to change, so companies must listen to what their customers want if they want to be successful. Through positive communication and cultural awareness, companies can determine what is most important to their customers and identify how to meet their needs within today's competitive market.

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