 Green Matters - April 2008  |
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Eco-FriendlyLuxuries
How “green” goods sell at the luxury level Luxury providers of eco-friendly goods may have a leg up on middle market “green” suppliers when it comes to selling goods. Organic raw materials tend to be a bit higher priced than non-organic counterparts, so the affluent can better afford them. But are the affluent eco-aware? “If you sell eco-friendly product, it will always be compared to the cheap merchandise coming out of Asia. It is easier to sell it at the luxury level, since affluent consumers are starting to be more eco-aware and have the means to buy it,” says Christoph Kull, president, Schlossberg USA. Schlossberg lines use Lenzing’s eco-friendly Modal fibers. According to Barbara Cavanagh, ceo, Under the Canopy, “There is not that much difference in pricing [between eco- and noneco-friendly products] and the pricing depends on many factors. It’s not just about the raw materials.” The company, which offers organic apparel, sheets and towels, recently launched a fashion bedding line. “Our eco-friendly products are priced competitively with Calvin Klein, Donna Karan and Sferra,” Cavanagh notes. Taina Garcia, assistant sales manager, SDH, notes the affluent are influenced by quality and value to pay any extra cost. “Our product is an investment. Younger consumers even realize it. Our sheets last,” Garcia says. “At any level, the consumer has to be attracted to the product first,” Cavanagh says. “There has to be a compelling reason that drives them to the product.” Garcia concurs, “People are attracted because of quality and how they look and feel.” “We have been known for decades for our designs,” Kull adds. “We believe that the eco-friendly factor is an added benefit. At the beginning, the Modal fiber we use was about the ‘hand’ and visual appearance only. Today the eco-friendly factor counts as well.” With the number of green products increasing, so is the confusion in consumers’—and retailers’—minds about what is an eco-friendly offering. “More companies are making products they call ‘green’ when the products may not be totally organic or they are using natural materials, but non-organic dyes and finishing processes,” says Garcia. “There are no standards. It’s not clear.” “Consumers know about organic foods, but not about organic textiles,” says Cavanagh, who is addressing the issue with a website redesign that includes consumer education on sustainable fibers. “We are also trying to help stores feature more point-of-sale references as to what organic means.” Even at the luxury level, eco-education is essential.
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