Marketing the Green Attributes of Ready Made Garments

Abstract
80% of the Bangladesh export earnings are generated through the apparel exports. There are over 6500 garment factories which produces garments for every part of the world. Sri Lanka, India, Cambodia, Vietnam and China are the other main garment manufacturing countries in this part of the world. Every producer mainly competes on quality, price and delivery. Whereas even the retailers who buy these products give a high priory to above three criterions. However during last few years world attention has been changing and they talk about like global warming, climate change, waste reduction, sustainable raw materials, trade ethics and healthier life styles apart from the traditional key factors. Some nations are rapidly changing and adapting to these new trends and Bangladesh is still its primitive stage in this scenario. With these new trends, consumer perception has also been changing and they are willing to pay extra price are for environmentally friendly products and products which are coming through the green chain. It is a challenge for marketing managers and business executives to market the Green Attributes of their products and thereby gain the comparative advantage over their rivals. Stakeholders of garment industry works hard to innovate new environment friendly fabric, chemical, accessories, machinery, equipment as well as improved processes. The world famous apparel brands such as Marks & Spencer , VF , Levis and Gap are undertaking massive propaganda to make their supply chain a green and sustainable chain. This research is to identify the opportunities for garment retailers and manufacturers to make their product in a more sustainable and environmental friendly manner and to identify the marketing technics that can be used to sell those products with green

attributes and thereby to gain high level of sales performance and superior profits.

1. Introduction.
A Green is all about improving the sustainability and health and wellbeing. In achieving high level of environment friendliness in doing business, companies are aiming to combat climate change, waste reduction, sustainable raw materials sourcing, law carbon foot prints and healthier life style. The chapter 2 is to elaborate the above different dimensions of green standard and attribute of a business. The chapter 3 is to identify the technics that can be applied in marketing products which has green attributes. The chapter 4 is to discuss above the advantages of being a part of green chain. Methodology This research mainly based on secondary sources of data and information. Desk method of study was used for this purpose. Besides, different international and national publications were consulted while preparing this research. We also used the internet materials, articles and magazines and the standards of US green building council and Marks & Spencer Plan A program materials.

2. Green standard and attributes.

As per the US Green Building Council standards, businesses need to comply with following main areas of compliance in order to achieve the green status. 1. Sustainable site:- This emphases the design and construction specifications ,building exterior and hardscape management plan, integrated pest management, erosion control and land scape management plans. 2. Alternative commuting and transportation:- This refers to using common transport facilities and reducing number of vehicles and the distance in transportation in order to minimize the carbon emission to the environment.

3. Reduce side disturbances:- This is to protect or restore open space and have in place native or adopt vegetation covering minimum 25% of the site area 4. Storm water management: - This refers to collection and re use of ran off water. 5. Heat island reduction 6. Light pollution reduction 7. Efficient use of water 8. Energy efficiency and best management practices 9. Energy performance measurement system 10. Emission reduction 11.Sustainable purchasing policy 12.Solid waste management policy 13.Indoor air introduction and exhaust system 14. Environment tobacco smoke control 15.Green cleaning policy 16. Occupant comfort monitoring system 17.Innovation in operation Some of the organizations categorize the green standard in to following broad areas. 1. 2. 3. 4. 5. Climate change Waste reduction re cycling and re use Natural rescores Health and wellbeing Fair trade partners

Companies which are complying with above standards can apply to US Green Building Counsel or any other certification body and get it certified as environment friendly or Eco/ Green business operation. It is obvious that this process need and additional investment and effort. In most cases this investment has a return and payback of five to ten years. This investment return is without the additional income that would be earned by selling the green attributed products. Some companies hesitate in undertaking the green initiative due to the financial difficulties as it involves a significant amount of investment.

Some companies argue that its payback is too long and hence it is not suitable and not affordable. However most of companies do not see the opportunities that could be explored by being part of green chain. Perhaps may be due to lack of understanding about its benefits. Passing the investment by adding to the price and creating more publicity and brand royalty in the market is something missing from some of the retailers and suppliers. There for it is vital to identify the ways and means of creating opportunities by capitalizing the worlds new trend of being a sustainable, green manufacture or a retailer

Green-Chain
Sustainable Cotton/ Raw material /Chemical / consumable Manufacturing Sustainable Trasportaiontion and Trading/Distribution

Sustainable Apparel Manufacturing

Sustaibable Transportation and Trading

Sustainable Fabric/Thread Manufacturing

Responsible Consumer

Sustainable Yarn/ Accessary Manufacturing

Sustainable Trasportation and Distribution Chain

Waste disposal/ reduce/Re-cycle/Re-use

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Strategies in marketing products with green attribute

In most instances, green concept helps the companies to reduce its cost as the green all about cutting down the waste and achieving the sustainability in all areas of operation. There for if a company is able to monitor the green aspects and achieve the expected level of performance, and then its operational cost
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will go down by 20 to 30 %. There by companies have the opportunity to gain comparative advantage over its rivals. 2. Companies can use the media to give publicity about their green campaign and get more attention of the public. Companies can display and mention on the packaging and on the product that their products are environment friendly. Companies can use it as a marketing tool. Additional carbon credit generate in their business can be sold to Carbon credit companies and earn an additional income. Financing is available for Green Projects at lower interest rates and thereby keeps the cost of capital at a lower level and it improves the competitive advantage Companies can apply for duty concision from the government institution. Most of environment friendly products are tax free or imposes a less tax and that benefit can be passed on to the consumers and thereby gain the advantage over rivals. Example: electric cars Companies should convince the public to rally round the eco-friendly products and socially responsible manufactures, distributors and retailers and motivate them to buy more and more eco-friendly products. Companies may add a premium price to their products as socially responsible consumers buy more products with green attributes which are coming through a green chain.

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advantages of being a part of green chain and selling products with green attributes
Help to reduce operational cost in long run It reduces the waste Reduces the carbon foot print Create more healthier and life style
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Easy to get the attention of public Increases the customer loyalty and the brand image Easy to handle the market competition