What company b featured within their in store

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What Company B featured within their in-store communication, which none of the other companies surveyed did, was the inclusion of CSR branded swing tags on every garment. These were separate swing tags to those featuring the price, bar code and product speci fi c information and included no other information apart from the explanation of the ethical and sustainable philosophy of the company. These tags were of a high quality and due to their presence on every garment in-store, re fl ected the company s emphasis and importance of the CSR commitments made. The branded CSR logo was also featured on every carrier bag given to customers. A lot of the merchandise made available by Company B, is of a heavily handcrafted, embellished nature. How the manufacturing supply chain manages the social responsibility surrounding this handwork is also explained in swing tag format on the relevant garments. This is again a feature of CSR communication that is not used by the remaining four retailers surveyed. A further feature that is unique to Company B is the use of small informative signs positioned next to certain products to inform customers of a speci fi c ethical attribute. For example, garments that included fair trade materials were positioned next to a sign giving customers further information of the nature of the fair trade materials used. Another example is merchandise that is associated with a charity partnership, explaining that all pro fi ts from speci fi c products are donated directly to charity organisations working in partnerships with the brand. These small signs interact with consumers on a level where the individuals can choose to read as little or as much information as they want, leaving the customer with the choice. Within the criteria of the communication study, this partnership provided information for the initiatives section (Fig. 9 ). Company C When initially carrying out the study in the store of Company C, no CSR com- munication methods were immediately obvious. On further investigation, a branded ethical trade sign was positioned behind the till points. This sign, however, pro- vided no further information regarding how this was being carried out or indeed what it entailed. Whilst this offered customers a simple message, no details were given directing the customer to a source of further information. Another method of communication used in-store was the feature of a CSR com- mitment on the care labels of selected garments. As seen with Company A, this instructed customers to wash at 30°, if the garment is not dirty . This commitment was again in alignment with the environmental strategy made in the company s annual report. The fi nal method used by Company C to communicate their CSR message to customers was through their catalogue available for customers to take home. This included several pages at the back of the publication explaining the commitments and actions the company is presently taking towards social and environmental responsibility (Fig. 10 ).
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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