Brand strategies challenged

摘要

? La mode responsable remet fortement en cause la stratégie des marques et enseignes d'habillement qui consiste à se désengager de l'amont pour se concentrer sur les performances marketing et commerciales de leur activité ?, est-Il écrit dans te résumé de l'étude JFM/Défi publié début 2010.%? Responsible fashion is seriously challenging brands and clothing shop signs which tend to neglect upstream activities to concentrate on marketing and commercial performances ?, says the summary of the IFM/Defi study published in early 2010. Indeed, to offer products that are bio and/or result from fair trade or, better still, from a comprehensive policy of sustainable development (at the economic, social and environmental levels), one needs to ? know what is happening upstream, to co-create materials and get re-involved in the sector, with respect to production units that are often located thousands of kilometres away?, says IFM.