Winter 2009
Customers Tote Green

Focus on Sustainability

Later this month, The New York International Gift Fair will host a special curated exhibit and three-part educational program - SustainAbility: Design for a Better World.

The SustainAbility display will showcase global gift and home industry suppliers whose products or production processes are eco-friendly, as well as companies whose business practices are socially responsible, philanthropic or fair-trade oriented. Exhibit curator, Ilene Shaw, of Shaw + Co! Productions, considered three criteria when selecting products for inclusion: "Green" products, manufactured or constructed with only recycled, recyclable and/or sustainable materials; Environmentally-friendly production processes, use of alternative sources of energy in production, including wind, sun, and alternative fuels; and Socially-responsible business practices, production by indigenous peoples, creation of viable, sustainable trades and markets in developing communities worldwide, or donation of percentage of product sales to not-for-profit organizations.

In addition to the exhibit, a three-part seminar program, addressing "green" issues for retailers, manufacturers and designers, will be presented.

For more information about the SustainAbility display, a list of participants, seminar information, or to register to attend, please visit www.nyigf.com.

Reusable totes: packing with pride

The conditions were ripe for green bags to take off in a big way. First came the increased public awareness of the risks of global warming. Then, there are the sobering statistics. Although there is limited consensus on the exact numbers, the data verify the scale of the problem: Approximately 100 billion plastic shopping bags are used in the United States every year. An estimated 12 million barrels of oil is required to make that many plastic bags.

While the many challenges of global warming seem too insurmountable to address for many, making the switch from plastic (or paper) bags to reusable seemed to be one easy thing to do. It is this “tipping point” that green bags have ridden the wave of. It is also what explains their success. Mark David-Tooze, manager of worldwide operations for wholesaler, Envirosax, confirms this trend. “People are looking for small and manageable ways to reduce their waste, and embracing reusable shopping bags is one significant way to do so,” he says. Envirosax, a wholesaler of reusable totes, is an Australian company with North American headquarters in San Diego.

imageLondon-based designer Anya Hindmarch made more than a fashion statement when she introduced her “I’m not a plastic bag” totes last year. Since then, rather than using plastic bags, many of today’s eco-conscious consumers now head to the stores with their own totes in tow.

Style is also contributing to the popularity of reusable totes. Both funky and functional, this new generation of green bags has a multitude of uses from carrying groceries to transporting ski boots, beach gear, and beyond. Calypso Studio based in Grantsville, MD, plans on starting to ship their S.H.O.P. reusable totes this month. The S.H.O.P. totes (which stand for Start Helping Our Planet) are designed by artist Emma Hand.

EnV Bags, a company based in Los Gatos, CA, wholesales colorful, reusable bags that are made from 100% polyester, and are recyclable. Incidentally, the bags were born as an inadvertent result of owner Anna Soria-Musgrove’s son’s kindergarten Earth Week project. EnV offers on-the-go totes (single bags), as well as three and five-packs, which are ideal for grocery shopping. “The idea is that your customers have all of their grocery bags together in one compact purse so they’re easy to transport,” says Soria-Musgrove.

imageEnvirosax offers reusable totes in a vibrant assortment of styles that range from bold graphic patterns to more serene prints. Although most tote manufacturers seem to target women, Envirosax offers a GreenGrocers collection, which has colors that appeal to men. The bags are made with polyester—which has high tensile strength—and can therefore take repeated use, says David-Tooze.

Envirosax also offers a colorful, cartoon-driven collection for children. Little Packrats, which was introduced by Cathy Berse-Hurley, owner of CBHstudio based in Groton, MA, also produces PVC-free neoprene totes for children. “For kids, cute still trumps all,” she says.

Many bag manufacturers agree that strong graphics drive sales. “If the bags are pretty, your customers will want to use them,” says Soria-Musgrove.

Green bags as eco-chic statements

imageWhile there is a big surge of reusable totes to replace plastic grocery bags, there is another category of green bags that is making a fashion statement: handbags made from candy wrappers, newspapers and even carpet remnants.

Several years ago discarded candy wrappers, old newspapers, and recycled bottles were not exactly common materials used to create stylish handbags and totes. However, over the course of the last few years, the green trend has made its mark on the gift industry, changing the way designers think about raw materials. Today’s eco-conscious consumers are more aware of what they’re buying and how production processes and shipping methods are impacting the environment.

“Awareness [of] ethical fashion and related issues is on the rise in the U.S., the Netherlands, France, and the UK,” says Eva Anastasiu, editor of ecofashionworld.com, an online news portal, magazine, and guide for green, ethical, and sustainable fashion. Anastasiu adds that this new eco-chic category is a “growth industry” worth watching.

Recycled is chic

When it comes to using recycled materials, designers look everywhere. Take the example of The News LA. The business’ corporate philosophy, “Read it today. Wear it tomorrow” was once a school project for owner Dahli Coles, who makes a living by recycling yesterday’s news. After being cut, sewn, and laminated, back issues of The News LA, The New York Times, and Los Angeles Times, become fashionable totes.

Vintage kimono and obi sashes from Japan are a source of inspiration for Kimono Designs based in Springfield, MO. Thanks to artist Theresa Gallup, the torn garments, which would ordinarily be destined for the trash, are recycled into elegant handbags.

A similar concept forms the basis for Erda bags where scraps of fabric and leather from upscale fabric mills all over, are recycled into handcrafted bags. The company, based in Cambridge, ME, employs a few local women as well. One of their newest products is a line of lunch coolers called Incognito.

The company Nahui Ollin, based in Eatontown, NJ, works with discarded candy wrappers to create handmade purses and handbags. An ancient Mayan craft tradition of working with paper is used to create bags and accessories in a wide variety of shapes and patterns.

The Miami-based wholesaler Ecoist works with a similar concept. Instead of ending up in landfills, the discarded packaging from discontinued candy lines and misprinted food labels are woven into one-of-a-kind patterns.

Company co-founder, Jonathan Marcoschamer, believes the use of recycled materials to make products is a trend that is here to stay. Marcoschamer has seen everything from subway maps to tires be transformed into innovative products. He points out that Ecoist plants a tree for every bag sold and pays fair wages.

The ReBagz line from wholesaler Half the Sky Designs in Van Nuys, CA, uses discarded juice boxes to create bags large and small and even cosmetic cases.

New materials

imageHemp, linen, and bamboo viscose are also popular materials for bags. The company Fair Hemp wholesales bags made with a mixture of organic hemp and plastic recycled from soda bottles. Alex Devito of Fair Hemp says the company’s usage of hemp saves many pounds of agricultural chemicals and gallons of freshwater as contrasted against conventional cotton totes. The company, with North American headquarters in Brooklyn, NY, also wholesales clothing and other accessories made with organic hemp.

Then there’s the Atlanta company, Gorilla Sacks, that works with recycled vinyl billboards to create handbags and other accessories. The company donates 10% of all profits to Gorilla Haven in Georgia, a sanctuary for zoo gorillas that cannot be housed in commercial zoos for various reasons.

TOKYObay is the U.S. distributor for CarryEco bags made of heavyweight, water-repellant canvas or entirely of recycled plastic bottles. The bags are manufactured according to ethical standards that have been audited by the European audit company, Bureau Veritas Group.

This year, Envirosax plans on introducing certified, organic cotton bags. CBHstudio is also breaking ground with new materials, and is launching Sty-Aisle, a collection of bags, accessories, and pet products made from recycled carpets. These carpets were once used as flooring for trade shows.

What’s next? Coles of The News LA, is seeing an emergence of customized themes that will allow customers to make their own personal statements.

Marketing message

imageAnastasiu points out that moving away from using plastic bags is a great initiative on the part of retailers. “An even stronger message is to stop giving plastic bags away for free,” she adds.

As a retailer trying to be more green, consider encouraging reusable bag use or give away green bags with your store’s logo as part of your marketing strategy. Such a move does a lot toward developing your image in your local community as being an eco-conscious and responsible business, says David-Tooze of Envirosax. He says retailers are considering giving away custom totes with their store’s logo as part of an enticement to spend a certain amount in the store. This, of course, gives you a twofer: more sales and a push for your marketing message. Many retailers, in addition to promoting the Envirosax bags, also offer discounts on customers’ total purchases if they bring their own bags.

For example, EnV’s reusable bags are sold at pet stores, enabling pet owners to get a discount for bringing the bags back.

Merchandising magic

As you know, making a sale often involves more than simply choosing the right product for your customer. “Shopping can be an entertaining experience and if the retailer knows the story about the artist, the construction method, or products used in the items they’re selling, it will help,” says Kimono Designs’ Gallup.

David-Tooze recommends a product selection that embraces many things green: shower timers, rechargeable batteries and more. Lisa Leija, the chief executive officer of Get Hip Get Green in Agoura Hills, CA, recommends retailers also offer stainless steel water bottles, produce bags, and other green products.

Marcoschamer of Ecoist suggests gift shops host trunk or fashion shows. “We give retailers support if they want a few bags on consignment or graphics as marketing support,” he says.

Other promotion ideas include organizing green events. Consider bringing in vendors who can serve organic food and wine. “The goal here is to educate your customers, improve their lifestyles while boosting the sale of other green products as well,” Marcoschamer says. Other retailers host “How to be Green Day” and offer tips on how to live an eco-friendly lifestyle.

Green matters

imageHow can you be sure your product offerings are truly green? Beth Shorrock, owner and buyer for the eco-boutique, Chartreuse in Westerly, RI, says you have to do your own research. “I make a point to ask how and where things are produced, as well as what the raw materials are,” says Shorrock, who mentions that she has noticed an evolution in the hangtag information available on green products.

Cheryl Navaroli, manager of La Rutan, a store in Palm Beach Gardens, FL, says that the owners of this eco-conscious shop do research for 2 or 3 years before bringing in new vendors. “If we seek out new retailers, we make sure that they practice fair trade.” To generate awareness and build business, La Rutan also hosts fashion shows and wellness events.

Stocking green bags and other eco-friendly products could be a win for your store’s sales and marketing image. Shorrock says a store like hers provides the conscientious consumer a place where they feel comfortable making a purchase. “People really want to contribute to a greater cause and if you know that a company is using green materials, gives back to environmental organizations, and uses fair trade practices, it’s a win,” she says. Pam Danziger agrees. The president of market research firm Unity Marketing in Stevens, PA, believes the green movement is here to stay. “I am convinced that this issue is only going to gain momentum,” she adds.





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