Fed up with identical clothing offers and with always the same fashion brands where supply chains remain obscure and lack visibility, Jürg Peritz, former Executive Board Member of Switzerland's Coop Group decided to partner with fellow Swiss business Remei Ag to develop a new private label organic collection that he says provides retailers a unique differentiation in the market-place and a very strong position to develop future markets for fashion.
His time as a senior executive at Coop convinced Peritz that customers now want to know more than ever before about the sustainability of the products they purchase, and says they are increasingly fed up with getting the same old offers from retailers. He notes: "Are there any products left at all that allow a unique positioning and that are in high demand? If so, where are they?"
Customers have become discerning. Environmental disasters and worker exploitation in the lowest-wage economies are causing great concern. "And I am certain this is only the beginning". Fewer and fewer customers are buying without any ethical considerations: he adds.
Are entrepreneurs prepared for this rapidly growing trend?
Unfortunately, through experience, Peritz feels that fashion made in a truly sustainable supply chain is currently not available anywhere else on the market. So, in co-operation with Remei AG, Peritz has developed years ago a new private label collection that satisfies all the criteria of sustainability. "Remei AG now offers three tried and tested options for an approach to sustainability in business along the entire textile supply chain, ranging from taking over a collection made in a sustainable and transparent manner, through developing a private label, to certifying the supply chain and implementing a tool to ensure the traceability of each piece of clothing, he says.
With Remei's quality label bioRe, customers can enter a traceability code from a label sewn in to the clothing which enables consumers to trace the path of their item from the cultivation of the organic cotton through all stages of production to the finished garment.
"Honesty and transparency played key roles throughout the entire development process, giving the collection a high degree of credibility, which is growing year by year. The right styling of the collection from easy to wear basics to fashionable looks was yet another important cornerstone of the new brand.
"This is how we have succeeded, together with Remei AG, in producing a pioneering collection by means of differentiation, a modern product range and through greater customer loyalty, we have now generated solid sales growth. Anyone can come up with a trendy offer, but only a few know how to produce something that is honest and sustainable."
Peritz also reveals that when he compares European suppliers, he continues to spot huge gaps and major opportunities. "Recently, Galeries Lafayette has grasped the situation and decided to develop its own collection together with Remei AG."
Apart from that, he concludes, "I am bored to see the high streets and shopping centres in various cities and their interchangeable product ranges. There seems to be too many copycats in this industry and a lack of pioneering and far-sighted entrepreneurs – I recommend responsible persons to pick up the chance to integrate suppliers in a fair and sustainable partnership. For the Well-being of all stakeholders."