Swing tags care labels carrier bags leaflets

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Swing Tags Care Labels Carrier Bags Leaflets / Magazines Window Displays Posters / Advertisements Initiatives Company A O X Fig. 8 In-store CSR communication study Company A results Connectivity, Understanding and Empathy 83
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Company A When visiting the store of Company A, the presence of their CSR branding was obvious from the outset. In-store visuals, posters and advertisements could be seen on the walls and at the point of sale. The launch of a recent initiative could be seen in several places around the womenswear merchandising department, which was also featured in the monthly in-store magazine provided to customers. The overall branding of the CSR commitments as mentioned were visible in many areas of the store, however, speci fi c commitments or actions were less obvious. Within the womenswear department, these were not evident in terms of in-store visuals or advertisement, however, certain ethical commitments were shown on swing tags and garment care labels. On all garment care labels the message wash at 30° was given as an environmental message, re fl ecting the commitments made within their sustainability strategy. Also featured on care labels was a message regarding end of life disposal, reminding the customer to contribute their unwanted items of clothing to their in-store, recycling initiative. Swing tags were used as a method of communication only on garments featuring fair trade cotton, where the Fairtrade logo was featured to inform customers of the ethical implications of the select pieces. This directly re fl ected the company s social commitments. Where speci fi c commitments were made explicit or directly quoted from the annual report was within the food department, however this approach did not feature across departments in-store. Other methods of in-store communication evidenced within Company A were the carrier bags given to customers when making a purchase. Featured on the bags were the CSR commitment branding and the associated website address. Also featured was a statement informing the customer that the plastic bag was made from 100 % recycled plastic and to reuse the bag provided to protect the environment. The only criterion within the communication study that Company A did not utilise in-store was window displays as part of CSR (Fig. 8 ). Company B When visiting Company B, the branding of the company and the aesthetic phi- losophy was very obvious in the store decoration and colour scheme used Swing Tags Care Labels Carrier Bags Leaflets / Magazines Window Displays Posters / Advertisements Initiatives Company B X X Fig. 9 In-store CSR communication study Company B results 84 A.M. James and B. Montgomery
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throughout. Evidence of the CSR commitments could be seen in several areas of the store, with the branding of these commitments making this easier for the customer to identify.
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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