![]() “Our customers expect very high quality and that’s why they always come back to us,” he says. Although this approach might seem risky, European marketing director Jonathan Petty says it has helped to establish a strong community of people who appreciate the brand’s values and its products. The message was intended to encourage people to consider the effect of consumerism on the environment and purchase only what they need. In the run-up to Christmas, the brand ran a poster and PR campaign that told customers ‘Don’t buy this jacket’. But it has strived to remain true to its eco-friendly ethos by using organic cotton and recycled polyester in its products and by urging consumers to consider the environmental effect of their purchases. ![]() ![]() ![]()
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