- “The clothes-buying public has become increasingly ethically aware over the past decade. There have been a number of high-profile allegations to disturb the liberal-minded fashionistas.”
- “It is part of a new trend to market “anti-sweatshop” clothes by selling ethical T-shirts, the most emblematic piece of clothing for independent youth.”
- “However, Rob Harrison, editor of Ethical Consumer, a Manchester-based monthly “shopping and politics” magazine, said the marketing strategy could backfire. Many “fair trade” companies, such as the coffee firm Cafédirect, had learnt that quality was a better selling point than ethics. “The more ambitious ethical companies are moving ethical claims to the back of their marketing mix,” he said.
Mr Charney, 34, said he agreed with Mr Harrison, and insists his central strategy is to build his reputation on high-quality garments made by a proud workforce.”
Carrel, S. (2003) ‘Politically correct down to a T: the rise of ethical chic’.
The Independant on Sunday [Online] available from http://news.independent.co.uk/uk/this_britain/article85848.ece
[accessed 11.10.2007]
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