Fair Trade, Long Lasting Clothing And The Squeeze On Student Finances

By Lisa Crawford

Fair Trade has come a long way recently. The idea that producers in developing countries could market their products to other parts of the world as anything other than cheap and low quality was seen by many as a non-starter as little as twenty years ago. Nowadays, the Fair Trade ethos has spread throughout Europe and North America, particularly among student consumers. In terms of clothing production, the garments are often hard-wearing and long lasting. Sharp entrepreneurs have quickly latched on to the power of Fair Trade where high quality clothes can often be sold at a premium, whilst offering a good deal for the original manufacturers. Hand harvested fleece from free range alpacas is the yarn of choice for KusiKuy’s wide range of Fair Trade knitwear including delightful sweaters that are designed to last eight years. What could be a more thrifty and ethical a product - for the financially stretched student - than that? Students from Keene State College certainly seem to be embracing the program, whether it is for ethical reasons or because of the long lasting nature of the products. They claimed this year that Fair Trade on-campus retail had grown 18 per cent.

The Ethics

Of course, one of the appeals of Fair Trade clothing, such as the eight year sweater, is that it has an ethical dimension. Fair Trade certification means that consumers can purchase clothing in the knowledge that they are fostering sustainable development in the producing country. Not only that, they should be aware that a higher proportion of their dollar spend is going back to the producer, as opposed to an anonymous middle man. Farmers who produce the raw material for Fair Trade clothing are also encouraged to develop environmentally friendly measures. Eco-friendly, sustainable and - above all - fairly produced clothes have a unique selling point over other fashion items. If you add to that hard-wearing qualities, the clothing range or product is usually a winner.

The Financial Squeeze

Many new students are simply deferring their financial woes until after they graduate by using loans. Some senators have recently spoken out about proposed federal student loan schemes for which interest rates rise after an initial low period, or teaser rate. The necessity of loans for a good proportion of students is not the only way to deal with the financial squeeze, however. The International Student Identity Card allows students to access the same sort of retail discounts in stores around the globe as they can at home. Using student store discounts is one of the most heavily promoted means by which students can reduce their expenditure. Fair Trade retailers need to remember just how price sensitive their student customers are and create more thrifty and longer lasting clothing along the lines of the KusiKuy eight year sweater.

Defending The Fair Trade Brand

Identifying students as the key group for the continued success and growth of the Fair Trade brand in clothing is one thing, but sustaining that growth is another. Products obviously need to be appealing to a discerning target group of consumers who often make their fashion choices very carefully, due to limited funds. Any consumer, student or not, needs to have total confidence in the Fair Trade brand. Labeling of fairly produced clothes needs to be clear, concise and comply with the regulations set out by the government for textile, apparel, footwear and travel goods. Fiber content and the country of origin are both essential things the label should make clear. Features, such as longevity of design and hard-wearing material, should be pointed out as a market differentiator from regular clothes.

Building The Fair Trade Clothing Brand

Clothing producers and retailers need only look at the rise in Fair Trade coffee over the last decade to be satisfied there is a real interest in developing the brand. Look at the likes of Dunkin’ Donuts and McDonald’s who have not only begun to offer Fair Trade coffee, but co-branded with it. For many investors Fair Trade offers huge potential if it grows at anywhere near the rate of the now $15 billion organic market. If it continues to produce long lasting products, like the eight year sweater, there’s no reason why it should not.