Starbucks recently announced its plan to turn 100% of their espresso based coffee to Fairtrade by the end of this 2009. Tate and Lyle are switching all their retail sugar to Fairtrade by 2010 and on the high street, Topshop extended their range of Fairtrade clothing while Sir Steve Redgrave launched his Five G brand at Debenhams. Puma have introduced their first Fairtrade football and to top it all off, London became the world's largest Fairtrade City at the end of 2008.

And there have also been some exciting developments within the promotional industry. Arco, one of the largest suppliers of safety equipment and workwear added Fairtrade certified cotton polo's and t-shirts to its catalogue in Navy and Black (sizes S to XXL). Other workwear brands also launched ethical ranges including Impact Trading's Cotton Roots label, which includes garments made from 100% Fairtrade cotton.

At Epona, sales of Fairtrade cotton clothing have increased by 80% in the last year, with the men's classic t and women's hoody proving the most popular promotional items. To meet demand, there have been increases in stock holding and a new colour, Aqua Blue. A wide selection of bespoke items for clients ranging from boxers to bags has also been developed.

This month, Fairtrade Fortnight (Feb 23rd - March 8th) gives printers and merchandisers who supply Fairtrade clothing a unique opportunity to promote their Fairtrade promotional items to customers. Fairtrade Fortnight is an annual 2 week event where the UK gets to go Fairtrade mad! Record attempts, fashion shows and a huge number of events take place throughout the country and receive significant media coverage.

This year's launch event on Sunday 22nd February is currently rumoured to be taking place in Trafalgar Square and will be even bigger and better than last years Fairtrade Fair, held on the Southbank. The high profile launch kicks off a 4 year ‘Tipping the Balance' strategy, which aims to double Fairtrade sales by 2012. To tie in with the 2012 games, the launch will have a sports theme and also act as a campaign tool to encourage the London Olympic Committee to use as many Fairtrade products as possible during the games.

Printers and promotional clothing suppliers can use this event as a vehicle to drive sales of Fairtrade clothing, inform customers of the range of products available and reassure them of the authenticity of the product; that by choosing Fairtrade they don't need to trade value for values. Although many consumers will be looking for ways to reduce their spend over the coming year, 92% of shoppers say they still willing to pay more for a product that is perceived to be more ethical, with Fairtrade topping the list of most popular ethical products.1  Customers will need a reason to stick with ethical purchasing during these difficult financial times and taking advantage of marketing opportunities such as Fairtrade Fortnight (by holding a sales promotion, sending out an informative e-shot or displaying Point of Sale, available free of charge from the Fairtrade Foundation) will help engage buyers and promote the benefits of a particular ethical product, whether it is Fairtrade, organic or made from sustainable or eco-friendly materials.

The fortnight of events is also being used by the Fairtrade Foundation to encourage manufacturers within the garment industry to ‘make it happen, choose Fairtrade' in response to growing consumer demand for clothing made from Fairtrade certified cotton.2

In the first 9 months of 2008 over 18 million units of Fairtrade garments were sold, an increase of 300% since 2007. In addition to consumer demand, an increasing number of towns are becoming Fairtrade, perhaps explaining growth within the Fairtrade workwear sector as councils are required to purchase a certain number of Fairtrade products. And 2009 should see more Fairtrade promotional items coming onto the market following a recent development. Last December, the Fairtrade Foundation announced a new composite cotton policy, meaning filled and blended cotton products can now become fully Fairtrade certified, which should lead to some product development in this sector.

So, despite the difficult financial climate, Fairtrade clothing is still experiencing steady growth and the outlook for 2009 is not looking too bleak. Fairtrade now benefits 7.5 million farmers who will also be feeling the pinch and the guaranteed Fair price will provide them with much needed stability and security over the coming year. But with money tight for everyone, businesses and consumers alike will need to justify spending the small amount extra to continue sourcing ethically. As David Lourie, analyst for ethical consultancy Good Business, puts it, "It's not that consumers have stopped caring, it's just hat they have got other things that are higher up the scale. If a company can convince consumers they can stick to their values during the hard times, they will stick with them when they come out the other side of the recession." Fairtrade Fortnight provides the perfect opportunity to drum up support for Fairtrade, and have some fun at the same time!  

For more information on Fairtrade Fortnight 2009, please go to www.fairtrade.org.uk (resources available to order online) or contact juliet@eponaclothing.com.

1 (Ethical shopping price survey, June 08).

2 Fairtrade Foundation website

Printer friendly version

Email this article to a friend

Bookmark this

---