Live From Orlando: Fair Indigo is Agnostic About Channels
Fair trade clothing marketer Fair Indigo is taking an agnostic approach to multichannel marketing.
In a keynote address at ACCM on Tuesday, Bill Bass, CEO, noted that when the company launched in fall 2006 he considered it crucial to debut the catalog, Web site and a retail store at the same time, to avoid one channel becoming the ignored “orphan” branch of the company.
Fair Indigo, which launched on about a $15 million initial investment, targets socially conscious men and women ages 35-55. About 80% of the products are for women, taking into account that women typically by more clothing than men. Competitors in the fair trade clothing space include American Apparel, which goes after a younger demographic.
About 70% of sales are generated by the Web site, 25% by catalog and 5% in the retail store. The three channels are heavily integrated
