Marketing

Introduction

This report sets out to investigate an organization call Kowtow which is in sustainable fashion and how they are creating, communicating, and delivering value to customers in a way that both natural and human capital are preserved or enhanced throughout. What are they doing to sustain both aspects? What have they not done and in which areas can they improve on to create sustainable and economically friendly products? Throughout this report, we will be exploring all aspects of Kowtow and making recommendations as well in order to answer these questions.

Background

Kowtow, a Wellington based clothing label which was launched in 2007 is now stocked around the world and employs people at home in the capital and abroad has its humble beginnings of selling t-shirts that started with a government work grant of $10,000.

The founder of Kowtow, Gosia Piatek who is of Poland origin, had this one thought in mind which was to do something that was good, ethical and sustainable. With that, she started Kowtow, an eco fashion brand at the time when fairtrade and organic were labels usually applied to food.

Kowtow's mission is style conscious, sustainable & global clothing empire. Their vision is to show all business owners that it is possible to run a profitable business in an ethical manner. Being into clothes she decided to do something, which is using certified fair trade organic clothing that is ethically and sustainably made from seed to garment. She founded a factory in Calcutta, India with ethical standards she approved of, willing to accept a clothing order that was tiny by international standards, and a source of cotton that was fairtrade and organic.

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Triple Bottom Line

Triple bottom line which consists of people, planet and profit are known as the three pillars of sustainability.

People - Fairtrade Labeling Organisation (FLO) has certified all the cotton that Kowtow is using. This...