Playing Fair
Blue over unfair trade practices, four former Lands’ End-ers last year embarked on a mission to rewrite apparel sourcing rules with their startup, Fair Indigo. Bill Bass and his colleagues explain how they’ve fared so far.
As a result, Fair Indigo is able to keep its merchandise prices in line with other catalog sellers of casual apparel. For instance, a women’s silk faux cami top sells for $49, while both a women’s cotton denim jacket and a men’s cotton utility jacket cost $79.
But Do Customers Care?
Like hybrid cars or fair trade coffee, a good portion of Fair Indigo customers shop the company’s catalog, Web site and store in support of the marketer’s cause. “The biggest thing here is that this market basically doesn’t exist,” Bass says. “[But] there are customers out there who are socially conscious and care about people in factories.” The company’s targeted audience is women, ages 30 to 50, with an average household income approaching $100,000.
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