In Brief

This weeks lead article on brandchannel.com should make interesting reading for any consumer who wants to know if their buying behaviour is having any impact on retail brands. For any...

This weeks lead article on brandchannel.com should make interesting reading for any consumer who wants to know if their buying behaviour is having any impact on retail brands. For any retailer it should be a wake-up call. Cause-Related Consumerism is discussed by Melissa Davies, a brand consultant and author of More than a Name: An introduction to branding (design).

Davies quotes Stuart Rose, CEO of Markes & Spencer, as saying, "Customers want good value, but they care more than ever how food and clothing products are made." The M&S Look Behind the Label initiative having been fuelled by a study that revealed a huge proportion of M&S customers (around 80 percent) wanted to know the sources of the company’s products.

BASIC MEMBER CONTENT
This content is available for Basic Members.
Already a member, log in