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Bodywear Boutique goes green
Oct '11
Bodywear Boutique, an online retailer of active wear and casual clothing, has changed its buying strategy to focus on green, organic, and eco-friendly apparel.

The online retailer has been in business for over five years; and the sales department is responding to increased consumer demand for green workout clothing. The company launched a new website in August 2011 which now allows shoppers to select 'Green and Eco-Friendly' as a filter when browsing.

Assistant buyer, B. Laufer notes, “When I was buying even two years ago, my first question to sales representatives was, 'What's your best selling item?' Now, my first question is, 'What do you have that's organic?' Our customers have shown an increased interest in fair trade products, green products, and organic materials. We're simply trying to give them a greater variety of stylish options that are also eco-friendly.” This strategy has worked well for Bodywear Boutique, as green products tend to move faster and sell better over time.

According to a recent article in MIT Sloan Management Review, the demand for green products and services has not been greatly reduced by the recession. Consumers are mainly interested in quality of goods and value. Price is not the largest obstacle consumers, or retailers, face when buying green. Many other retailers would be wise to follow Bodywear Boutique's lead.

As sales for premier designer fashions are falling; sales for green brands are on the rise. A survey by Boston Consulting Group of 9,000 consumers worldwide indicated that buying green remains a priority despite economic downturn. According to the report, “The continuing expansion of green consciousness around the world presents a huge opportunity for smart companies. The business case for green products remains compelling, especially in a tough market.”

A majority of the time, consumers are simply unaware of the vast variety of green alternatives. Bodywear Boutique CEO M. Dallal states “When we started our hunt for green clothing back in 2006, all we could find were hemp t-shirts.

Now, we have organic workout pants, yoga shorts, workout tank tops, dresses, and even sports bras. Additionally, most of our merchandise is designed and made in California from sustainable materials. Many customers like this, because they feel that clothing shipped from overseas leaves an enormous, unjustifiable carbon footprint. “

Since Bodywear Boutique is now focusing primarily on buying and selling organic and green workout clothing, their customers are very satisfied with the selection and quality of green apparel. Lisa Bell, a new customer expresses her joy at finding Bodywear Boutique, “I was very frustrated, finding that even the more expensive workout clothing brands had factories in China, polluted the environment, and didn't use organic fabrics.

"Now, when I shop with Bodywear Boutique I know my workout clothing is a great value, since it's made in the U.S. and comprised of sustainable materials in factories dedicated to reducing their carbon emissions.”

Bodywear Boutique

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