(2010-08-31) Eco Brothers Call For Sustainable Marketing Change

Founders of an award winning Eco Fashion brand are challenging traditional methods of

Brothers Mart and Rob Drake-Knight set up Eco Fashion Brand Rapanui in early 2008 with the aim of doing business ‘the right way’. The company makes eco clothing from natural fabrics that are fairly made and powered by wind energy – however it is their eco-marketing strategy which incorporates traceability that is setting them apart.

Mart Drake-Knight explains:

“Sustainability doesn’t have to be all about the physical products. Sustainability can be as much about the marketing method as the product. Sustainable marketing is all about communication, good communication design and innovation. For us this means recognising the shopper’s behavioural habits and innovating new systems that allow people to shop quickly, with a conscience.”

“We’ve invested a lot of time in communication design, and put simply, we use eco-labelling to benchmark a products ‘eco-impact’ – interactive traceability maps are available to go in to more detail if needed, with images, video and figures of our entire supply chain for every product from seed to shop, and finally should the user require scientific detail, we have built an interactive Wikipedia-style resource covering every detail of our products where we utilise UGC – consumers can ask further questions and get them answered there and then - allowing us to open up a dialogue with our consumers. This won us the 2010 Sustainable Business Awards.”

Historically increased marketing spend on increasing consumer trust actually correlates with decreased consumer trust. The brothers say the same will be true for green marketing: “Greenwash has become a mainstream phrase before sustainability itself has become mainstream. There is a real danger that if marketers continue to put a green spin on their marketing consumers will develop an aversion towards it. “

“We believe that the forces of demand and supply should be allowed to work naturally. It’s not that people don’t care, it’s just that they don’t know – pushing green spin down their throats is not the way to go.”

“We’re saying that brands should start educating themselves, and their consumers, about their supply chains and reduce spin marketing and reconnect the consumer’s awareness of their environmental consequence – i.e. their buying action. ”

“Bill Gates was called crazy by Alan Sugar when he proposed selling an invisible product – software – if you can’t see it, you can’t sell it. People associate sustainability with physical eco products. So we might sound crazy saying that sustainable marketing is just about changing the way we think, but like Bill Gates – we think that history will prove us right.” Said Rob Drake-Knight.

The brothers have achieved confidence through success – their methods have increased visitor loyalty and customer trust, doubled their conversion rate and increased sales by 1000% since their the tool was launched.

For more information on sustainability at Rapanui visit www.rapanuiclothing.com/eco

ENDS

About Us: About Rapanui:
Rapanui is about making cool eco-fashion for young people; that means clothing that is eco-friendly, ethical and sustainable: Made from natural organic fabrics in a Fairwear Foundation audited, wind powered factory. Through surfing the brothers saw and experienced the changing environment and climate at their local beach and as inspired, unemployed graduates in a recession, they took a different path; if you can't find a job, make one.
Rapanui has held Seminars and Lectures at UK and EU universities and multinational companies such as Centrica PLC on Sustainable Business and sit on the Panel at Plymouth University's All our Future Conference.
Rapanui has made bespoke versions of its clothing for multinationals and charities including Ben and Jerry’s Ice Cream and the Marine Conservation, and they have now spawned a sister site which aim to help other businesses go green http://www.rapanuiclothing.com/wholesale-organic-clothing.html and find out more about wholesale here http://www.rapanuiclothing.com/blog/retail-eco-clothing-wholesale505.html#more.
Rapanui was set up by brothers Mart and Rob Drake-Knight in early 2008 with £200 of savings and was listed in the Top 100 Startups of 2008. Rob and Martin are listed on the Future 100 List of Top young Entrepreneurs and were recently finalists in Enterprise UK's Young Brits awards. Rapanui was the youngest company to win the Sustainable Business Awards in May 2010 and has recently been nominated for the internationally-recognised ISPO Brand New Award.

Contact Info: For further information please contact Rob Drake-Knight, on 01983 873430 or email rob@rapanuiclothing.com. Or for specific information on sustainability Martin Drake-Knight on 01983 873430 or email mdk@rapanuiclothing.com

Additional:

Company: Rapanui Clothing

Country: United Kingdom

Contact: Raven Lyness

Website: www.rapanuiclothing.com

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Phone: 01983873430