Is ecology wearable ? Part 2

Remember, two months ago I was telling you about Rapanui and Natimeo, two brands that had started to develop organic wear. 

This month, I tested two Natimeo products, offered by the brand and compared them with the Rapanui tee-shirt I had
(see http://newmarketingexperience.blogspot.com/2011/12/rapanui-vs-natimeo-is-ecology-wearable.html) 

         

On your left, the Arpenaz 400 L pants, with mixed components (part organic coton, part spandex). 

And on your right, a 100% organic coton tee-shirt. 

Both the pants and the tee-shirt are very confortable, easy to wear and don't loose their colours. Which is why I have a solid "Yes" answer to the question "is ecology wearable ?"

The comparison I would make with Rapanui is style-wise : being designed for sports, Natimeo products are not as stylish as Rapanui's. One of their first products was a limited edition teeshirt with the slogan "recycle, reduce, reuse. Too bad it's still not in stores...

My question: how can you communicate on organic wear ? 

The first intuition of many people told about organic wear is to say "organic wear... what's that ? I thought only food was organic". Therefore, in order to clarify your positioning, the first step as an organic wear producer is to make your consumers aware about what is organic wear. This way, your consumers will understand why choosing organic wear when they need new clothes is a more ethical and responsible choice. 

  

An example: Merinos wool by Natimeo

As you might have expected, I also recommend using social networks to communicate on your brand (assuming you are launching a line of eco-wear or organic products). For now, Natimeo is not yet present on social networks, but as it is a new brand and that its products are sold under the label "Oxylane", it is not a major default. 

What I want to insist in this post is on the importance that ecology is taking not only in theoretical debates but also in business. Look around you and you will see that more and more brands try to develop towards more ecological responsability or even base their entire business model on more respect of Nature. 

Natimeo is the perfect illustration of this tendency : it is part of a historical international group and yet it takes into account these new dynamics. It is very likely that the share of Natimeo products in the store shelves of our Decathlon stores will dramatically increase in the following years, so watch out, ecology is coming, and its growing fast !