Green Nature Company manufacture and sell eco-friendly clothing in eco-friendly labeling. Company is currently working in the market of Europe. Having deep interest in eco-friendly and sustainable green operations now company is interested to introduce their eco-friendly products in the market of USA. The research objective is to collect information about target market trends, demographic details, opportunities, risk, and potential to buy eco-friendly products. The research used secondary data collected from online surveys, websites, and journal articles to conclude that the USA is the best market to export clothing. While considering the risk factors, research recommends that the company should support their sales in the new market with strong marketing strategies and green marketing campaigns.

Introduction of Marketing Report on eco-friendly

Nowadays, eco-friendly clothing and apparels are a new trend. People of developing countries are purchasing eco-friendly products to support their countries stand against the negative environmental impact and increase in pollution (Statista.com, 2019). Green Nature Company is a middle sized company of Europe that provides eco-friendly clothing and apparels to men and female of all age. With the idea of geographical expansion, the company is interested to start up their business in the market of the United States of America. In this market report, secondary data is collected to present research findings of the demographic market of USA.

Research Methodology on eco-friendly

The research study is a secondary research study by nature. The research study will draw a conclusion about the targeted market of the USA for Green Nature Company based in Europe. In this research study, secondary data collection methods are used to collect qualitative and quantitative data` about the targeted market to present research findings. Secondary data collection method provided quantitative research data from the website and online survey results. Moreover, research data is also collected from the primary research studies conducted and published by the researchers on similar research topics in journal articles. Research methodology section also provides information about limitations and ethical considerations.

Limitations of eco-friendly Marketing

There are some limitations in this research study that should be taken into considerations while using these results and research findings. The key limitation is the secondary source of data. Most of the information is collected from the websites that did not present any evidence of reliability or validity (Baker & Hart, 2016).

Ethical Consideration of eco-friendly Marketing

All research findings are based on the analysis of collected research data. While collecting data ethical considerations were taken into mind to avoid unethical actions. Research findings are free from personal biases of researchers and any kind of discrimination related to age, gender, race, or other demographics.

Research Findings of eco-friendly Marketing

The research finding is based on the analysis of qualitative and quantitative data` collected from the secondary data sources including journal articles, books, online surveys and websites (Joung & Park-Poaps, 2013). The research findings represent the demographic characteristics of the consumer market for GNC in the USA. Company is going to introduce eco-friendly clothing products in the market of USA after earning success in the local market of Europe. Research findings will demonstrate demographic characteristics, opportunities, risk, potential, company ethos, and other results concluded from the analysis of secondary research data.

USA Demographics of eco-friendly Marketing

The USA has a total population of 327.2 million from which females are more than 50% of the total population(Infoplease, 2019). Research studies of the United States of America demonstrate that the USA is the second largest clothing purchasing state around the world (Statista.com, 2019)). According to research, including all age male and female clothing total garments purchased by America are more than 20 billion in a year.

Source: https://inhabitat.com/ecouterre/wp-content/blogs.dir/26/files/2014/11/infographic-fast-fashion-1.jpg

Moreover, research also concluded that from these 20 billion garments only 2% are manufactured in the USA (Statista.com, 2019)). Thus we can say that more than 80% of clothing is imported from other neighborhood countries. The high tendency towards importing clothes indicate that Green Nature Company can export garments to the local market of the USA as they are the world largest purchaser of garments.

Source: https://inhabitat.com/ecouterre/wp-content/blogs.dir/26/files/2014/11/infographic-fast-fashion-1.jpghttps://inhabitat.com/ecouterre/wp-content/blogs.dir/26/files/2014/11/infographic-fast-fashion-1.jpg

Detailed analysis of these findings presents that per person clothing in a year are 60 items at least. While in a week it is just near to 11 clothing items (Joung & Park-Poaps, 2013). Somehow the largest figure of import does not mean that the country is importing because their population is more than other countries (Kotler & Keller, 2016). In fact, the main reason is the high trend of purchasing new clothing in the USA market.

Source: https://inhabitat.com/ecouterre/wp-content/blogs.dir/26/files/2014/11/infographic-fast-fashion-1.jpg

The following graph extracted from a research study concludes that clothing purchasing trend is quite high in the United States as compared to the other countries such as China, India, and Europe (Statista.com, 2019). Maybe a major reason for this high tendency is the strong and stable purchasing power of USA population. According to economic analysis per capita income of the USA is high as compared to the other countries of the world. Graph resent that Untied State is leading the market while after that the second largest market is European market. While local markets of China and India are just near the bottom lines of this graph (Statista.com, 2019).

Source:http://www.imagedy.co/fast-fashion-consumer-statistics/

Now more specifically a research study summarized the quantitative data collected on concerns about sustainable clothing buying trend form different countries over the globe. The following graph represents that comparative analysis (Statista.com, 2019). According to this US market has a relatively limited concern about sustainable or eco-friendly clothing

Source: http://www.imagedy.co/fast-fashion-consumer-statistics/

Opportunities of eco-friendly Marketing

US market has great opportunities for eco-friendly clothing and apparels because there are just a few companies working in the United States with the purpose to manufacture and provide eco-friendly clothing. Most of the companies and fashion brands are just famous for their traditional and modern clothing rather than organic, green, and eco-friendly (Mallapragada, Chandukala, & Liu, 2016). Mainly young population under the age range of 18 to 25 are more interested in these kinds of new and eco-friendly clothing. Therefore there are wide opportunities for Green Nature Company to open a new market of eco-friendly clothing and apparels (Baker & Hart, 2016). Limited competition and increasing trend of adopting green and eco-friendly products in this geographical region clearly indirect toward available opportunity for Green Nature Company. Somehow, while introducing products in the new market company should not forget the importance of marketing and appropriate pricing strategies. (Mallapragada, Chandukala, & Liu, 2016) Sometimes wrong pricing strategies and lack of awareness in the markets causes to change the fortune of a company.

Risks of eco-friendly Marketing

There are some risk factors associated with eco-friendly clothing sales in the new target market that can influence the overall profitability of the company (Joung & Park-Poaps, 2013). The major risk factor is that people of the US are not highly concerned about environmentally friendly products because they want to have branded and designed dresses by famous companies. In such a situation, Green Nature Company will enter in the already established market with a quite new and unique product that is currently not considered as the need-based product (Mallapragada, Chandukala, & Liu, 2016). Basically, because of high prices and expensiveness consumer call it a luxury product. Therefore there are chances of limited sales only unless products are supported by marketing campaigns and other strategies of promotion.

Potential of eco-friendly Target Market

The selected target market has strong potential for the products offered by the Green Nature Company. Research findings of statista.com present that in future demand for eco-friendly apparel will go towards increase. The results are collected from the survey of the local market in the United States (2013). According to the following graph, 54% of the consumer market supported the idea of growth in demand for eco-friendly apparels (Statista.com, 2019).

Source: https://www.statista.com/statistics/259661/consumer-demand-for-eco-friendly-apparel-in-the-us/

Another research study concluded that eco-friendly products are not the first priority of US consumers (Mallapragada, Chandukala, & Liu, 2016). Somehow, people usually buy green clothing or environment friendly apparels just for fun or to try new fashion. While research also concluded that many US consumers do not purchase such clothing because of high-cost (Gam, 2011).

Competitor Companies of eco-friendly

The key competitor companies are those companies which have a similar product line with the Green nature company. GNC offer green and eco-friendly clothing in US and Europe market. Other companies that provide the same products in these markets are Ecovibe Apparel, Alternative Apparel, Pact, People tree, Amout vert, Patagonia, and United by Blue Company (Kotler & Keller, 2016). These companies are potential competitor companies of Green Nature Company.

Research and Ethos of eco-friendly

Research is aligned with the ethos of the company. Research particularly studied the potential of the targeted market to purchase eco-friendly and green products (Gam, 2011). While the ethos of the company is also concerned with the idea that believes in the sustainability of all of the value-chain activities carried out by the company.

Future Work eco-friendly

Future work will discuss the limitations of this research study to provide more comprehensive and authentic result outcomes for future use of Green Nature Company. Future research may also cover SWOT analysis, PESTLE analysis, and five-factor analysis of the new targeted market to conclude whether the company should invest in the new market or not?

Conclusion on eco-friendly Marketing

Summarizing the whole discussion, we can conclude that Green Nature Company can introduce their innovative clothing that is basically eco-friendly and biodegradable clothing in the market of USA. USA market research studies indicate that the purchasing power of their population is strong and people are highly interested in buying imported clothing. Somehow, eco-friendly clothing trend is low in the USA market but the young generation (under age of 18 to 25) are interested to have such clothing for fun and to try new fashion. Considering this the best option for GNC is to introduce their clothing in the USA market but support their product by strong marketing campaigns and social media advertisement particularly during the introduction stage.

References of eco-friendly Marketing

Baker, M. J., & Hart, S. (2016). The Marketing Book. Routledge.

Gam, H. J. (2011). Are fashion-conscious consumers more likely to adopt eco-friendly clothing? Journal of Fashion Marketing and Management, 15(2), 178-193.

Infoplease. (2019). Demographic Statistics for United States . Retrieved from https://www.infoplease.com/us/comprehensive-census-data-state/demographic-statistics-342

Joung, H.-M., & Park-Poaps, H. (2013). Factors motivating and influencing clothing disposal behaviours. International Journal of Consumer Studies, 37, 105-111.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

Mallapragada, G., Chandukala, S. R., & Liu, Q. (2016). Exploring the Effects of “What” (Product) and “Where” (Website) Characteristics on Online Shopping Behavior. Journal of Marketing, 80(2), 21-38. Retrieved 2019

Statista.com. (2019). Consumer demand for eco-friendly apparel in the U.S. 2013. Retrieved from www.statista.com: https://www.statista.com/statistics/259661/consumer-demand-for-eco-friendly-apparel-in-the-us/

Yang, Z., & Peterson, R. T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing, 21(10), 799-822. Retrieved 06 22, 2018

Link for (Baker & Hart, 2016).

https://books.google.com.pk/books?id=wTT7CwAAQBAJ&printsec=frontcover&dq=Baker,+M.+J.,+%26+Hart,+S.+(2016).+The+Marketing+Book.+Routledge.&hl=en&sa=X&ved=0ahUKEwiDr5-O-tbhAhXB16QKHQsFCVIQ6AEIJzAA#v=onepage&q=Baker%2C%20M.%20J.%2C%20%26%20Hart%2C%20S.%20(2016).%20The%20Marketing%20Book.%20Routledge.&f=false