Not Nau
TrendSight awarded Nau a Marti Award for the best green Marketing to Women Campaign last year. Unfortunately green just isn't enough in the women's fashion biz. It's important but not the deciding factor.
Citing a lack of financing the company is closing their bricks and morter retail outlets and liquidating merchandise on line. Retail consultant Neil Stern said (in this Chicago Tribune article), "Most consumers want to be environmentally conscious, but they don't want to give anything up...Geen is not the only factor they consider, especially in fashion. They want clothes to fit, look good and not be too expensive before they get around to considering the green factor...The bulk of Nau's clothing was gray, beige or brown—muted colors that met the company's environmental standards but fell short of the fashion mark."
I could not have said it better myself -- all of the details on her longer list matter. Do you know what is important to your customer in today's uncertain economic climate or is it time to be seeking current insights?
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