ethically me Newsletter 001:
Welcome - Here are the results
of the ethically me questionnaire and newsletter.
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2. The Questionnaire Results
3. ethically me News
4. Interesting Articles / Information
5. List Management
We have had the most phenomenal response to the questionnaire!
Thank you for taking the time to let us know what you
think. We have decided to pick up the gauntlet and start by
creating a small stylish women's range for Spring/Summer 2003.
The results have been exciting and very informative and we
would like to share them with you.
- More than
1000 of you participated in the survey (from an initial
mailing of 270 – viral marketing is alive and well!).
key theme that emerged is that 81.2% of respondents were
interested in purchasing ethical clothing.
- We had responses
from a very diverse group in terms of age, location (just
over a quarter of the respondents were outside the UK) and
our proposed offering - a range of ethical clothing that
is similar in style, quality and price to the high street
was exactly what appealed to the majority of the respondents
(60%, 55% and 56% respectively).
- The most
widely read book (from our selection) was Naomi Klein’s
‘No Logo’ and had been read by 21% of the respondents.
- More than
half the respondents already demonstrate ethical behaviour:
52% of respondents buy Fair Trade products, 58.4% have specifically
bought products for political, social or economic reasons
while 46.9% have boycotted product for the same reasons.
If you would like any further
information or use the results in any manner, please contact
from Meagan and Manisha:
While we were overwhelmed and excited by the results, we
are aware that our data may have a slight bias given the
initial population did know us. We realise that many of
us would like to shop with a conscience – but it needs
to be easy, and even enjoyable to do (and the products need
to be stylish and of similar quality to the high street).
That will be one of the challenges for ethically me –
making putting money where our sentiments are, both easy
and worth while!
The team has expanded! We have been joined by Elizabeth Edwards,
a versatile and creative designer and Emma Finneron, a production
specialist who has expertise in quality control procedures.
We have support and insight from both our Fashion manager,
David Jones who is a specialist at launching new fashion businesses
and Chris Alexandre our e-commerce and e-retail specialist.
We are also fortunate to have access to a number of inspiring
ethical auditors and policy advisors on a regular basis.
We are working extremely hard
translating Elizabeth's beautiful designs into real clothes
and checking how we achieve production in the fairest, ethical
manner possible. We will bring you the range in Spring 2003
and keep you informed with our adventures in the meantime.
So please watch
the space and share in the birth of ethically me!
Articles / Information
It is incredibly exciting to create a new company and
policy. We are on a huge learning curve, which we will share
with you. We hope you will share information and your thoughts
with us too and keep teaching us new things too!
In the same month as we ran
our questionnaire ICM ran a similar questionnaire with Retail
Weekly. They questioned a random sample of 1000 consumers
aged 18-plus by phone and found that:
of respondents said they have ethical issues in mind, to
some degree, when shopping.
- 66% would
be willing to pay more for goods where they were sure that
the producer had been paid a fair price.
Please see the
ICM website for the results in detail.
One of our first steps has been
looking at sizing, do we use the high street average sizes
or more realistic sizes? ( We think this will be an area of
continuing development) and it was interesting to read that
Anita Roddick had experimented with what it would be like
to be fat, and old, and homeless.
There were also a number of
articles in the
Evening Standard including an expose of sweatshops here in
London. We are working very carefully to set up and build
our ethical policies but we don’t think we will ever
have the perfect solution. It is good to know there are active
reporters, and campaigns like No Sweat to help us monitor and refine
our policies and raise awareness in the public eye - ok good
Thank you for your support
Founders - ethically me
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ethically me would like to thank
Digital Nation for their help and assistance in sending out
this newsletter and for running the survey.
For more information on Digital Nations products and services
End of ethicallyme newsletter,