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.
The mission’s the thing, and to date, customers have bought into it. Sales from Fair Indigo’s spring catalog beat plan by more than 30 percent, Bass claims.
“They have a targeted audience that, while not a large segment, is a very loyal customer base,” observes William Mann, COO at Datamann, a Wilder, Vt.-based provider of list processing services for Fair Indigo and other catalogers. “This market segment will continue to grow as people become more aware of what is going on in this country and around the world.”
- Companies:
- Millard Group Inc.
- Quad/Graphics
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