Retailers can benefit greatly when they put a little extra consideration into their marketing strategies for the wholesale fair trade items they have added to their inventories. With fair trade clothing this is particularly true, since customers are simply not used to being drawn into a deeper story about the way fair trade standards create more sustainable and ecological communities.
The bigger picture is usually not brought to the customer’s attention. Retailers who realize that this fact is an important asset can go quite far. This is because there are serious advantages to setting your store apart from the crowd. When supported by an educated and motivated sales staff, displays that include some text about fair trade standards are powerful motivators to shoppers. The educated sales staff can sense when customers are concerned with ethical standards. This can be accomplished with simple questions, such as, “are you familiar with fair trade?” or “would you care to learn more about these pieces?”
Other ideas could include choosing displays that highlight both the cultural and environmental advantages of the wholesale fair trade clothing. For example, choosing natural backdrops with some short phrases can show the environmental advantages. One idea is to use tree branches to display scarves. Wholesale scarves can become retail wonders when they are showcased in a way that draws attention to natural dyes and fibers. Photos of artisans making them by hand can help. And it never hurts to include simple phrases in bold type, such as “natural, herbal dyes,” or “made with care for a sustainable world.”
A display can also draw in the customer with a simple list of fair trade standards. A simple search on the internet can give you plenty of options for such a list. I have published condensed lists in other articles for this purpose, but there are quite a few options out there.
Thinking outside the box can convert strong choices in items such as wholesale scarves or other wholesale fair trade items into strong contenders for shoppers’ attention. We can often underestimate our customers’ interest in ethical standards and sustainability. Try sparking some conversation about such things and you will get to know your customers on a deeper level than usual.
Such conversations can lead to deeper understanding of your customers as people, for what they care about and how they want to change their lives and the lives of others. Since these can be such deep, meaningful conversations, you can create a more meaningful experience for your customers. In turn, your store can become a welcoming, unique place that can gather a buzz in various ways.