Demand For Fair Trade Products Grows By 30%

Many retailers are finding that fair trade products enhance product offerings across the board

. Why is this so? The answer is both in the quality of the fair trade items and in the story behind them. Retailers can rather quickly upgrade their overall image by offering products conceived and produced with pride. It is as simple as that. In this age, where consumers are inundated with mass-marketed glitz from all angles, many consumers breathe a sigh of relief when they encounter an island of integrity while shopping.

In fact, fair trade products not only upgrade a retailers product offerings by what they represent, but also through the sheer quality evident in the items. Handmade, fair trade scarves, for example, reveal an artisanship not possible with machine looms. These scarves can attain the highest degree of aesthetic beauty because the artisans work more carefully, more artfully, and more conscientiously than possible using mechanized, factory conditions. This artisanship becomes especially resonant whenever some of the story behind a specific piece is brought to the consumers attention by the salesperson.

Another aspect to how fair trade products invigorate product offerings for retailers is in the way sales staff suddenly have new options: they can tell customers stories that go far beyond direct aesthetic qualities of items. This, in turn, can create a better-informed, more highly skilled sales staff.

In short, there are three many reasons why fair trade products bring out the best in a retail store: first of all, these products demonstrate an integrity that is lacking in many other kinds of merchandise; secondly, these products are unique, beautiful and very well made; finally, the skill required to sell fair trade items is an extremely valuable asset to have in a sales staff. If a customer walks into a store containing unique, beautiful items, and is told a compelling story about these items by a skilled sales staff, they will most likely feel very good about buying such items at this store. Moreover, the customer who has such experiences in this store will have plenty of reasons to return and to tell their friends of this experience.

Some of the fastest rising retail chains in the world are now selling fair trade items. This is true because of the integrity, quality and overall business-sensibility of fair trade merchandise. After all, there must be some reason for the 30% growth in the market for fair trade merchandise in 2011.

by: Joan S. Rasch

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