National Institute of Fashion Technology Hyderabad

(Master of Fashion Management)

(2012-2014)

MINOR PROJECT LITERATURE REVIEW: (A STUDY ON GREEN RETAILING)

SUBMITTED TO: A. RAJYALAKSHMI

SUBMITTED BY: SWATI ROLL NO.32 M.F.M (2nd SEM.)

RESEARCH BACKGROUND
We all know the importance of our planet earth. And, since we inhabit this planet it is our responsibility to take care of this planet and transfer this legacy unharmed to our future generations, so that even they get an opportunity to enjoy the fruits of living on this planet as we have. For the student of fashion management its necessary to know about how ecofriendly product is manufactured and how much they effect on the environment and retailing Green retailing has been the new concept of retailing for the consumers .it is highly booming sector and attracting people towards it.In this research I would be studying the whole concept of green retailing and will also study what are its impact on textile and apparel industries. The study also comprises with the question of how the consumer behavior is towards green retailing.

OBJECTIVE
Though we all know that the satisfying consumers are an essential element to stay in business in this modern world of global competition. Business must satisfy and even delight their consumers with the value of products and services to gain their loyalty and repeat business. Consumer satisfaction is therefore a primary goal of process improvement programs. So the main or primary objective to conduct this study is to know about the: To study Green Textiles and Apparel product To analyze consumer perception regarding Green Textiles and Apparel product To analyze the effect on Indian retail Market

Secondary objective of this study is to understand the perception of customer regarding Green Retailing.

Methodology
Type of Research Exploratory. Steps in Research Process: 1. Formulating the Research Problem To identify the perception of customers towards Green Retailing and apparel product.

2. Extensive Literature Review

3. Developing the objectives 4. Preparing the Research Design including Sample Design Sampling Design: (i) Population: All the people residing in Hyderabad city who are whether current customers or potential customers of the brand. (ii) Sampling Method: A simple random sampling method is more appropriate way of arriving at the sample as every member in the population has the equal chance of the getting selected. Sample size: For consumer perception 100. 5. Collecting the Data Primary Data collection: Self organized questionnaires for measuring the consumer perception, and conducting SWOT analysis. o Questionnaire

Secondary Data Collection: Website Articles on green retailing Research paper, journals Previous reports in resource center.

6. Analysis of Data

7. Generalization and Interpretation

Literature review
Green retailing can be defined as promoting the use of eco-friendly products, processes, materials or services in order to prevent environmental degradation and create a sustainable environment for people to live. Worldwide, most sectors have awakened to the ramifications of the environmentalism boom, which is the result of heightened public awareness of climate change and energy efficiency. The tsunami in late 2004, the hurricanes that devastated the US Gulf Coast in 2005, the increase in temperatures in summer, the melting of icebergs have all played a significant role in increasing awareness of this serious threat. Businesses across the world are developing strategies to sustain themselves in the wake of climate change and are adopting a two-pronged approach to combat it. By working towards developing a low carbon landscape, businesses have undertaken efforts to optimize the carbon efficiency of existing assets (infrastructure) and products to comply with mandatory or voluntary compliance on greenhouse gases abatement. Moving forward with stricter G+HG targets, there will be a growing demand for new low carbon solutions and products. Industries have taken steps to understand... how they can modify their existing products and reposition them to ensure their sustainability in the market. BENEFITS OF GOING GREEN:
The possible cost benefits accruing from green initiatives can be put to use for building successful and sustainable business models for retailers. This is a promising opportunity for new organised retailers (in developing nations like India) who are in their development phase. They can set up optimised green supply chains, which

should help them to enjoy cost benefits and perhaps offset their later investments that could be costlier. In addition, this would reduce the impact of their products on the environment. A green infrastructure would also help to save on operation and maintenance costs. The marginal initial investment required for green buildings normally has a payback period of two to four years.

GREENTAILING THEN AND NOW:

While the green movement has made somewhat steady progress , the commercial impact has been rather slow over a period of 30-plus years. This is conspicuous in the finding ahead. In 2005, 68 % of the worlds 250 largest corporations issued reports on their environmental performance, compared with 50% in 2002 and 35% in 1999. But times have changed now ,Corporate Responsibility Reporting has hit the mainstream and is the standard practice among the corporations. In fact, many corporations have created positions dedicated to managing their green efforts, with titles like corporate responsibility officer. Nevertheless green retailing has been an extremely small part of the global economy until quite recently . But suddenly now it appears that this type of retailing has become the point of inflection on the cusp i.e. a seminal moment in time when the market changes forever.

WHERE THE RUBBER HITS THE ROAD WHAT MATTERS MOST The culture of new stores that are expressly green-oriented, popping up, is on the rise. There is certainly an influx of green-oriented marketing materials. This is a consistently growing trend and is obviously becoming a sociological and cultural issue. The future is clearly going to become greener, for a variety of both practical and ethical reasons. Yet , a brief revision of the research, highlights a few facts:

1)Although a high percentage of customers say they consider buying green, relatively few do so today both in practice and in the research. 2) Green products have a stigma of lower quality associated with them. 3) Consumers are willing to pay a slight premium to be green (and probably not enough to justify the costs.) 4) Consumers want their stores and manufacturers to be greener in practices, but they are not necessarily willing to pay for it as it works down into the supply chain. 5) The tried-and-true reasons for selecting a store still dominate the consumers decisionmaking process. When consumers were asked to judge how they choose a store, a relatively predictable list of attributes emerged: Prices, Merchandise Quality, Selection, Customer Service, and Ease Of Shopping all are more important than a retailer being environmentally friendly. The research indicates analyses these attributes with respect to various store formatsdepartment stores, supermarkets, consumer electronics, office supplies and pet food. In all areas, environmentally friendly received only average ratings for importance.

Greentailing be the wave of the future, but customers are slow to change longingrained habits. Retailers should be greener, but they can not compromise over low prices, high quality, extensive selections, ease of shopping, and great customer sevice.

CASE STUDIES :
THAT THROW LIGHT UPON HOW RETAILERS ARE TRYING TO PAINT THE WORLD.. GREEN !
The big question that must be meddling each of ours minds by now is How is greentailing manifesting itself in the real world of retail? From single store operators to the worlds largest retailer, everyone is dealing with green in their unique ways. On a daily basis, new Greentailing practices from supermarkets, discounters, home stores, office supply stores, and a variety of suppliers across all industries are surfacing, and a growing stream of green entrepreneurs are appearing. Here, then, is a collection of case studies that elucidates how green retailing is being practised by retailers ,big or small, across the globe.

CASE STUDY 1: MARKS & SPENCER - the British retailer of clothing, food and home products.

MARKS & SPENCER has CSR (Corporate Social Responsibility) as an integral part of its green agenda. The companys viewpoint regarding CSR is : Our founders believed that building good relationships with the employees , suppliers, and wider society was the best guarantee of long-term success. Marks & Spencer first published information on environmental issues in leaflets in 1990, which by 1997 grew into 20-page brochures. The company began publishing comprehensive reports on CSR in 2003 with its Corporate Social Responsibility Review . Since that time , the company has issued CSR reports alongside its annual reports. Marks & Spencer continues to evolve as CSR issues do, and in January 2008, the company announced Plan A, which is their five year, 100-point eco-plan to be more sustainable and kinder to the environment. There are Five Pillars to the plan : 1)Become carbon neutral, 2)Send no waste to landfills,

3)Extend sustainable sourcing, 4)Help improve the lives of people in our supply chain, 5)Help customers and employees live a healthier life-style. The progress for each goal is displayed on the website of Marks & Spencer and is available for consumers to read.

CASE STUDY 2: SAINSBURY- a leading U.K. food retailer The retailer too has a strong CSR model based on following principles: 1)The best for food and health, 2)Sourcing with integrity, 3)Respect for our environment, 4)Make a positive difference in our community, and 5)A great place to work. Sainsburys initiatives include its commitment to selling 100% fair trade bananas , improving the lives of farmers, and the companys Bags for Life program, which saves 50 mln. Plastic bags from entering landfills annually.

CASE STUDY 3: TESCO- Britains largest retailer Tesco focuses on four key areas of CSR: 1)Economy: Using our strength to deliver unbeatable value , 2)Environment :Working with our customers to help the environment, 3)Society : Playing our part in local communities, and 4)Charities and Fund-Raising : Supporting good causes.

Tesco is developing a system of carbon labeling that measures each of the companys over 70,000 products carbon footprint (a measure of contribution to global warming), a very complicated task that only a company the size of Tesco could accomplish. In April 2008, Tesco began testing the carbon labels on twenty store items from potato chips to lightbulbs, however no timetable to expand the program has been set .

CASE STUDY 4: BUFFALO EXCHANGE- renewable green Buffalo Exchange, is a store that believes that the easiest way to be green is to simply consume less, or reuse the products that already exist in the marketplace. It works to protect the environment by reusing and recycling clothing. According to the U.S. Environment Protection Agency, postconsumer textile products represent 5% or 11.8 mln. tons of total municipal solid waste(MSW). The average U.S. consumer throws away 68 pounds of clothing and textiles per year. And as per the findings of Council for Textile Recycling, textile recycling prevents 2.5 billion pounds of postconsumer textile product waste from entering the solid waste stream annually ,which translates into 10 pounds of clothing and textiles for every person in the U.S. Hence as a fact we can assert that ours is a diposable society, from food we eat to clothes we wear. Obviously , in the prevailing scenario Buffalos reusing and recycling strategy is surely going to make America and in a broader sense, the world, greener. Buffalo Exchange first opened a store in 1974 in Tuscon, Arizona , with a 450-square-foot store devoted to recycling through buying, selling, and trading clothing items and accessories. It is the first store of its kind that led the resale fashion industry. It differentiated itself by selecting only quality, fashionable items and offering used clothes at low prices in a clean store with a boutique atmosphere. Since its inception, the store has grown to 33 company owned stores and 3 franchises with over $48 million a year in sales. It has presence in 13 states offering a product mix of new and used clothing and accessories that can be purchased outright or through trade. The original founders, Kerstin and Spencer Block still own and operate the company- owned stores along with daughter Rebecca. With the advent of fast-fashion retailers, wardrobes are increasingly more disposable. Buffalo Exchange is high on the greentailing scale in that it has low carbon dioxide emissions because it does not manufacture apparel goods. As a secondary market, the store capitalize on the idiom , One mans trash is another mans treasure offering a solution to the growing problem of postconsumer textile product contributing to landfill waste. In addition to this business practice, Buffalo Exchange also runs several other programs to support the green movement like the Tokens for Bags program. This program encourages shoppers to accept a token instead of a bag for purchases, with each token representing a 5 cent donation to a charity of the customers choice. In conjunction with the Earth Day, all Buffalo Exchange stores have a sale with all items selling for one dollar and the proceeds are used to benefit an environmental cause. Since

1997, Buffalo Exchange has raised over $211,000 for environmental causes through its Dollar Sale program. Through a partnership with the Humane Society of the United States Coats for Cubs program, Buffalo Exchange accepts donations of real fur apparel, including trims, accessories, and shearling that are then utilized to provide bedding and comfort to orphaned and injured wildlife. As a result, less fur apparel enters the municipal solid waste stream and is instead reused for animals in need. Through its recycling based trade practices and active association with environmental causeoriented organizations, Buffalo Exchange gains the trust of its customers as a Green retailer who practices what he preaches.

CASE STUDY 5: PIVOT BOUTIQUE-an entrepreneur with green ambitions PIVOT BOUTIQUE , Chicagos first destination eco-boutique, opened in September 2007, is the brainchild of Jessa Brinkmeyer , who hopes that shoppers will be turned on by the idea of dressing green. Although currently it does not has a huge clientele to boast of but it is gradually picking up on business. Located in the predominantly, industrial Fulton Market District, the space is filled with recycled furniture, fluorescent bulbs, and toxin-free paint. The interior was designed by a local artist who used recycled materials to create unique custom furniture and fixtures. Brinkmeyer has collections from over 25 eco-friendly designers of womens apparel and accessories, which adds to the draw for customers seeking fashionable green goods. Pivot is admirable in its consistency. All of the stores merchandise qualifies as eco-friendly, carefully edited and approved by the hands-on owner. On stepping into the store, the recycled and artistically crafted fixtures pop against the white walls in the loft like space. A note on the counter reads something like, To control waste, shopping bags are available by request. Please consider the environment when making your decision. Also, a percentage of sales go to Growing Home, a nonprofit organization that provides organic farming jobs to the underserved. Pivot must deal with the myriad of challenges facing any start up or entrepreneurial business. Is the location, on the edge of more mainstream shopping, right? Is the boutique pricing a potential obstacle for their customers, whose pocketbooks may not be as green as their intentions ? Does a stigma still remain reconciling notion of fashion and quality with green? There will be plenty of Pivots out there breaking ground in creating a fully integrated effort between product, policy, and the in-store environment. It is exciting, if not also more than a bit scary, to be on the leading edge. The snowball effect of the consumer acceptance will also no doubt lead to more suppliers, lower prices, and a larger business that is sustainable on all levels.

CASE STUDY-6: NAU- and the dangers of getting ahead of the curve As on May 2, 2008, Nau announced that they were shuttering their operations, a victim of a confluence of factors including poor timing to start up a business. Left unsaid in their press release was that the concept was struggling to find customers as they balanced green and fashion. Though disappointing, the failure of seemingly perfect idea as Nau, provides an unfortunate lesson in understanding profitable green- namely, you cant lose sight of the basics of how customers shop a category. Nau, headquartered in Poland, Oregon, was a technical and lifestyle outdoor apparel retailer and may have represented the tipping point in green retailing. Nau was on the edge of greentailing , and their reach promised to challenge the boundaries of how far green can go while still pursuing a profitable business model. Though Naus concepts were embraced by analyst but the unplanned closure of the store left them with a question, just how far a consumer will go to support a sustainable business. Nau, which means welcome in Maori, had a unique business model built around sustainable business practices through integration of environmental, social and economic factors and was welcoming a whole new way of designing, manufacturing, and selling products. Nau was founded in 2005 by an experienced team from the outdoor, fitness and fashion retail industries including Patagonia, Nike, Adidas and Cole Haan brands. The company marketed and sold its merchandise through five webfront stores in Oregon, Washington State, Colorado, Illinois, and California and its website. Nau believed the new measure for success in retail is blending profitability with philanthropy. Their goal was To demonstrate the highest levels of citizenship in everything we do: product creation, production, labour practices, the way we treat each other, environmental practices, and philanthropy . They differed from traditional outdoor apparel retailers in three major ways. 1) All product are made from recycled polyester, certified organic fabrics, and biodegradable corn fibre. The product designs feature subdued colours with a classic style that was meant to endure fashion trends and thus make for a sustainable wardrobe. They identified their three customer types as athletes, artists, and activists. The clothes served people who like to engage in outdoor activities , appreciate fine design, and who live responsible lives. 2) Naus product delivery mechanism of webfronts integrated e-commerce with traditional brick-and-mortar shopping with a digital approach to storytelling and brand building. Instead of encouraging in store shopping, Nau offered free ground shipping and a 10% discount incentive to customers who ordered clothes online from in-store kiosks. The business standpoint of this was that they could showcase as many styles in a 2000-square-foot store as would traditionally require 4,000 square feet of retail space. The company explained this approach saved on capital cost, overhead, lease costs, labour, and materials. They hoped the smaller webfront format would help

them hit 72% gross margins, compared to the 45% to 60% gross margins of traditional retailers. 3) Nau s Partners for Change program represented a new and unique for-profit, not forprofit partnership with 5% of every sale going for environmental, social, or humanitarian partners of the customers choosing. Nau promoted causes that each Partner for Change participant represented and integrated their causes into the stores. The in-store product Information Tree allowed customers to learn about not only the products but also the Partners for Change participants and controlled the level of information they received. Nau s customer-centric style was extended across all channels, including its blog Thought Kitchen that promoted collective inquiry and its power to affect change on the environmental , social and economical issues. Nau purchased carbon offsets and renewable energy certificates to reduce its carbon footprint in several parts of its business and continued to be innovative green retailing leader. What Nau was bumping up against is asking the consumer to make significant choices in supporting what is undoubtedly a nobly positioned company. The fashions and colours are quite subdued and the prices are relatively high because their pursuit of responsibly made clothing adds cost and constrains fashion. While consumers may desire green clothing, but are not that eager to pay a high price for it. Hence the concept despite being wonderful did not commercially succeed on account of its poor acceptance among the consumers. Thus the case teaches every company pursuing green - For the success of such noble business notion , its necessary to strike a balance between the basic components of shopping (here fashion and price) and eco-needs. But the closure of Nau, does not suggests the end of the road for the green apparel retail. Proving this is the fact that the very same day when Nau closed, an article appeared in one of the leading newspapers of U.S. forecasting huge green apparel growth. Nau got too far ahead of itself a lesson that foreshadows our rules for retail innovation. CASE STUDY 7- WILLIAMS-SONOMA, Inc. William-Sonoma, Inc., the specialty retailer of high-quality , fashionable products for the home, consists of six brands Williams-Sonoma, Pottery Barn, Pottery Barn Kids, PBteen, West Elm, and Williams-Sonoma Home. Williams-Sonoma, Inc. is one of the largest catalog mailers in the world and in 2006 converted 95% of its paper consumption to Forest Stewardship Council (FSC) certified paper. Still, they also remain a voracious mailer of catalogs, and the big question that comes to ones mind is how long can they continue before the customers response turns negative. While direct marketers and e-commerce purveyors claim they have a greener system there is still inherent waste in their direct-marketing system.

Pottery Barns spring 2008 catalog was all about redefining your style and suggests its almost spring ! Time to make every room in the home a little greener . The catalog and website feature a natural green coloured background; with products and all the green buzzwords you can think of, like sustainable, organic, recycled, eco-friendly, and natural; and supportive green products by category. The Organic Cotton Collection features cotton that is grown without pesticides or synthetic fertilizers and is sold in colours fog blue,green haze and natural. The Green on the Go collection calls to action Make helping the environment part of your daily routine with our reusable drink bottle and colourful stoneware travel mug and even Do-Your-Part lunch containers. In the centre of the Pottery Barn spring 2008 catalog, the company laid out their evolving commitment to whats natural. Refreshingly honest and frank, the statement outlines what environmental initiatives the company has taken and what they are committed to doing. Williams-Sonoma stores introduced their Pure & Green collection of homekeeping soaps, lotions, and cleansers in early 2008. The collection was developed exclusively for WilliamSonoma by Caldrea and made in the U.S. and packaged in recycled plastic bottles. Marketed as A Cleaner Way To Clean, Williams-Sonoma has obviously realized the success found by Method and other greener home cleaners and is joining in.

CASE STUDY 8- THE HOME DEPOTs eco options program The Home Depot is the worlds largest home improvement retailer with over 2,100 retail stores in the United States, Puerto Rico, U.S. Virgin Islands , Canada, Mexico and China and has been a Greentailing innovator with many green retail firsts. It started its green program by using recycled content materials for store and office supplies, advertising, signage, and shopping bags. Early on, it opened a Recycling Depot next to its Duluth, Georgia, store thus becoming the first retail chain to integrate a drive-through recycling centre with a store. The Home Depot began its environmental program on Earth Day of 1990, publishing its Environmental Principles in 1991. In 1999, partially in response to consumer watchdog groups, it ended its relationship with irresponsible lumber suppliers and became the first in the industry to sell certified wood in partnership with the FSC. It launched its Eco Options program in April 2007. The program is a classification system of products that have less impact on the environment and provides labeling that identifies them as such. The Home Depot initially identified over 2,500 products and has since added more to the program, continuingly working with suppliers in development of new products. Each product offers one or more benefits to sustainable forestry, energy efficiency, healthy home, clean air, and water conservation. When the program started, suppliers were invited to submit their product for consideration to the Eco Options program . Over 60,000 products were submitted, but thousands didnt make the cut. There are currently around 3,000 products in the Eco Options program, organized into five categories:

1. Sustainable Forestry: featuring green building materials; 2. Energy Efficiency: with products like the CFL bulb; 3. Healthy Home : which features more natural and organic cleaning products for around the home; 4. Clean Air: featuring products that reduce emissions. This could include cleaner lines of paint and specific filters for heating and air-conditioning systems; 5. Water Conservation: which features products that reduce water consumption. The Home Depot serves as an example of a greentailer that has taken concrete steps to become more environment friendly by incorporating the principles and guidelines set by FSC or some other reliable authorities working in the interest of the environment, into its operations, programs, and customer communications. In the fall of 2007, The Home Depot worked with city and county officials in Atlanta to promote low-flow toilets, showerheads and other water saving products, getting local residents involved in the water conservation movement. By localizing its product assortment and being responsive to issues in each stores community, The Home Depot increased its credibility as a socially responsible Green Retailer that is sensitive and reactive to its local customer needs. The tangible connection between the home and conservation is a clear one. It is also clear that consumers need to make trade-off choices constantly in their pursuit of green. Short-term costs versus long-term benefits; higher cost but more sustainably green products. It is clear from the Home Depot case that the Wal-Mart challenge in not always easy to achieve- saving money and saving the world. Green lumber costs more and a decision that has no external benefit. Low-flow toilets save water (and costs to the consumer) but not perform as well. Conscious consumers will use programs like Eco Options when they are well implemented. But while the program is beautifully detailed on the web site, finding eco options in the store is more of a challenge. Singnage is limited, and the Home Depot makes it clear that today it is equally concerned about selling what works. Eco options are not constant on the circular either. The full integration of messaging, from intention to execution, separates out a program versus a sustained method of doing business.

CASE STUDY 9- WAL-MARTs real green efforts: There is a wind turbine at the far corner of the parking lot, the parking lot itself feels and looks different there is more greenery between the medians and the lot itself gives softly to the touch. Rather than paved with concrete, it is porous, allowing rainwater to seep through and be collected in a large retention pool located to the side of the massive building. The stop signs are solar powered and the building itself is framed with open glass with visible solar panels. The interior also has spacious skylights paired with the internal lighting system. When the sun is shining , the fluorescents turn themselves off and the store relies more heavily on the natural power.

This is no futuristic vision of a retail store , its Wal-Mart Supercenter in McKinney, Texas, one of the initial eco-stores developed by the worlds largest retailer . besides the already mentioned, there are 25 other green experiments in this store. Its not easy being green , its even harder being Wal-Mart and green. As the worlds largest retailer (and occasionally the worlds largest company, including 2007) , Wal-Mart is a lightning rod for criticism. Wal-Mart takes heat from just about every conceivable issue providing health care to associates to providing living wages to its practices with suppliers and sourcing. It is a company with a bulls-eye on its chest and a poster child for the cause of corporate social responsibility. Yet , when it comes to green, Wal-Mart is out front of many of its competitors and not just from a public relations perspective. It has embraced environmentalism, and its become a leadership platform for the company. In CEO and President of Wal Mart, Lee Scotts now famous speech, 21st Century Leadership, given in October 2005, Wal-Mart committed to achieving three large sustainability goals: 1)to be supplied 100% by renewable energy, 2)to create zero waste, 3)to sell products that sustain resources and the environment. Through several initiatives , Wal-Mart set out to improve the environment and set in motion a trend that was quickly adopted by other retailers and raised the bar for what it means to be a green retailer. As the biggest private employer in the U.S. with over 1.3 million employees and over 4,000 stores , Wal Marts commitment to be a green retailer has made a significant impact . Its green commitment extends beyond Earth-Friendly Products at Budget Friendly Prices with strategies implemented in: Land Use: For the acres or America project, Wal-Mart partnered with the National Fish and Wildlife Foundation on a program to preserve one acre of natural habitat for every acre developed. Supply Chain: Wal-Mart began using a scorecard system in February 2008 that rates its suppliers progress on making product packaging more sustainable. The scorecard evaluates product packaging based on greenhouse gas emissions, product-to-packaging ratio, space utilization, innovation, transportation-related emissions , and the amount of renewable energy used to make the packaging. The program was announced in 2006, and the new scorecard system makes it easy to convey progress toward the goal to trim packaging materials by 5% by 2013. Through its energy efficiency programs, Wal-Mart shares best practices in energy efficiency with suppliers. This idea though is self-serving, but it also helps the industry to make progress.

Packaging: Working with vendors to increase the use of recycled materials and reducing the packaging size. A recent example is working with its supply community to move toward exclusively concentrated detergents (Ultra) in the laundry category. With Wal-Marts push, the industry is quickly converting, reducing waste and transportation costs. And Wal-Mart can maximize its space and sell detergents more efficiently. It seems to be a win-win situation for everybody. Logistics: With over 7000 trucks in the U.S. alone, the Wal-Mart truck fleet is among the largest in the world. Wal-Mart is working with truck manufacturers to increase logistics efficiency through improved truck design and minimizing empty and inefficiently loaded trucks on the road. Energy: Setting in place more renewable energy sources in manufacturing, storing, packaging, and selling. An example that depicts Wal-Marts, move toward environmental and social responsibility, is the use of CFL bulbs in its operations. By replacing the bulbs in the all Wal-Mart stores, there is an estimated saving of 47 million annually. And each CFL bulb that consumers purchase saves 30 $ in purchase prices over the life of the bulb. Wal Mart announced an ambitious goal of selling 100 million CFL bulbs by the end of 2007. And in typical Wal-Mart fashion, one way to facilitate that was to introduce Great Value CFL bulbs, which drove down the retail costs. Introduced in April 2007, the Live Better Index tracks consumer adoption rates, nationwide and by state , of five sustainable products. CFL bulbs had around a16% national adoption rate and reduced packaging detergent around 22% in January 2008. The consumer adoption rate is a % based on units sold compared to the entire product category. Facilities : Prototype stores allowed Wal-Mart to develop and test the sustainable practices needed to meet goals. In 2005, Wal-Mart opened two applied practice stores in McKinney, Texas, and Aurora, Colorado. More high efficiency stores have been added and feature : 1) 100 % integrated water source format heating , cooling ,and refrigeration systems, where water is harnessed to heat and cool the building. 2) LEDs in refrigerator and freezer cases, an estimated 2-3% reduction. 3) Reduction of the use of harsh chemical cleaning products. 4) Daylight Harvesting System uses skylights to refract natural daylight throughout the store and light sensors to monitor available natural light.

Climate: Commitment to reducing total carbon dioxide emissions by 25% by 2012. WalMart is the largest private consumer of electricity in the U.S. and has testified before the U.S. Senate National Resource Committee for strong leadership on climate change. In particular, Wal-Mart supports a mandatory greenhouse gas regulatory system.

In 2007, Wal-Mart opened its first of the High Efficiency, or HE.1 supercenters in Kansas City. In January 2008, Wal-Mart opened an HE.2 supercenter in Romeoville, Illinois, that uses new refrigeration and other technologies to improve on the 20% energy saving in the HE.1 store (to 25-30% less energy used compared to a typical store). The latest generation stores use technology tested in the applied practice stores and add new conservation measures focused on the refrigeration, water heating , and cooling systems. Where HE.1 was all about publicity and very open green practices, HE.2 is environmentalism in commercial practice-no hype, just a more efficient building (and one of the best-looking Wal-Marts). While it is hard to find fault with Wal-Marts green efforts( and we do believe that the whole company has embraced the initiative), it does call into question what green really means. While Wal-Mart is addressing the issues of building and altering some of the products it sells, it still must wrestle with how well green rests against the fundamental positioning of the company. For 40 plus years, Wal-Mart has made low prices its single minded focus. While the shift towards providing a better life is more encompassing, it is questionable whether Wal-Mart can tackle the environment without also tackling the broader issues of greentailing and addressing at all aspects of what it means to be a socially responsible retailer.

CASE STUDY 10- TARGET : focusing on the Green Target has made a commitment to minimizing its environmental footprint through social, environmental, and economic corporate responsibility. The company measures its achievement not just by the bottom line, but also based on its role in the communities each store serves. Since 1946 Target has contributed 5% of its annual income to support education, the arts, and social services in local communities. Target strives to be a responsible steward of the environment through: Using resources responsibly; Eliminating waste; Minimizing its carbon footprint; Offering a selection of natural, organic, and eco-friendly products; Developing facilities that align environmental, community, and business needs; Influencing vendors and suppliers to embrace sustainable practices.

Targets commitment to waste reduction through its recycling and reuse program cut waste by 70% . In 2006, Target recycled and refurbished 47,600 broken shopping carts, 2.1 million

pounds of broken plastic hangers, 4.3 million pounds of shrink-wrap from distribution centers, and more than 10,000 pounds of rechargeable batteries. Target has opened three stores that received Leadership in Energy and Environmental Design (LEED) certification through using less energy, integrating water efficiency, site location, usage of renewable materials, and improved indoor environmental quality. Beginning in 2005, Target has built eight stores in accordance to Low Impact Development (LID), to filter and infiltrate storm-water runoff on site to maintain predevelopment hydrological conditions. Store features include bio-swales in lieu of storm sewers to manage runoff from parking lots and rain gardens to filter storm water and provide a natural habitat for wildlife. In existing stores, several measures have been implemented to improve energy efficiency. Target began the process of changing sales floor lighting from a three-lamp to a two-lamp fixture, which will reduce energy consumption by 22%. Motion-sensor lighting in stockrooms keep areas lit only when needed. Exterior neon signs at stores are being converted to LED, increasing energy efficiency by 78%. In communicating their values , Target includes facts that point out their commitment to the environment isnt new. For instance, since the early 1990s, Target has used white membranes on store roofs that reflect the suns heat and help reduce the heat-island effect of the store. Endcaps from Gaiam, bamboo mixed linens, and the like have made inroads into their mainstream line-up. As expected from Target, its version of the reusable shopping bag is fashionable in comparison to its competitors versions, but still at a similar price level. Originally developed to comply with laws in California, the fashionable bag was rolled out across the country as demand grew for not only a reusable bag, but also a fashionable one.

DOMESTIC MARKET :
RETAILING IN INDIA, OPPORTUNITIES AVAILABLE IN GREEN RETAIL:
Clothing, footwear and accessories together occupy over 40 per cent share of organised retail in India. Fashion consciousness is growing among the masses , curtsey our glamourous film and television industry. Besides this fashion consciousness, the awareness over social issues such as environmental destruction ,is also increasing. Our economy is witnessing an upsurge , consequently the middle class is not only expanding but even getting richer with ample of disposable income. These factors have given rise to a market segment which has a demand for eco-friendly products.

A few retailers have located this opportunity and are taking small initiatives to satiate this green demand of the consumers. Coming ahead is the description of a few initiatives towards promotion of green retailing business in India. Franchise India 2009 : There cannot be a better platform than Franchise India 2009, which was held on November 26-27, 2009 at Hotel Ashok, New Delhi, To learn about green retail initiatives, strategies, and methods and to understand the levels in the entire retail eco-system. Green Retail merges Business growth with environmental sustainability, economic development and innovation for achieving sustainable development of a Business enterprise. The seminar also covered socially amicable enterprise models, that triple bottom line together with bringing positive impact of environment in retail space. By implementing sustainable practices, retail businesses can become more efficient and are saving big bucks in the process. Each eco-friendly idea that a retailer adopts makes a huge difference to our planet. Few Valuable Suggestions Taken From The Seminar: Following are the ways through which retailers reduce, reuse and recycle for improved social-responsibility,

They recycle paper, aluminum, plastic, ink cartridges. They reuse packing materials. They choose double-sided printing when possible. They go digital for bill payment, invoice, online banking etc to minimise paper transactions

They replace disposable articles with permanent dishware. They switch to rechargeable batteries. They emphasise on the use of biodegradable and non-toxic cleaning products. They deploy energy-efficient PCs, printers, AC, servers, and other equipments. They regularly maintain all mechanical equipments.

They employ some indirect ways to conserve energy like using fans instead of AC, compact fluorescent bulbs etc.

Initiatives discussed in the seminar to make Shopping bags more eco friendlyThe biggest environmental issue that concerns a retailer is the use of plastic bags. Paper bag is also not the best choice. Some retailers provide shoppers with a low-cost, green solution, by selling reusable bags. The other options can be best learnt at the Retail Knowledge Series, conducted at the event. Avail of the opportunity of the lifetime, to meet the stalwarts, from the retail industry, like Marie Louise Jacobsen, MD, Retail Management Solutions Pte Ltd, Singapore; Harminder Sahni, MD, Wazir Advisors, India, and Brendan Dorrian, CEO, Global Retail Networks, UK, Hemchandra Javeri, Retail Expert, Yuri Bolotin, Design Portfolio, Australia, Sonia Manchanda, IDIOM and many others.

A brief discussion on green efforts being made by retailers in India :

1)SHOPPERS STOP: Additionally even retail giants such as Shoppers Stop have adopted many of the technologies associated with eco-friendly computing and built governance processes around the management lifecycle from procurement to disposal. For example, the company implemented storage virtualization around two years back, while server consolidation and virtualization gained momentum in 2007-08. Arun Gupta, Group CTO, Shoppers Stop, asserted, Eco-friendly computing has gained awareness and momentum since 2008 and going into 2009 we see the positive impact being felt by organizations. Its a journey, which continuously improves on the past. By end 2009, we will virtualize almost all our computing server infrastructure wherever possible. We have also implemented policies on end-user computing devices for efficient power management which helps us in reducing power consumption.

2)AUGUST DESIGNS: The first breakthrough in eco fashion design and retailing comes from August Designs www.august.synthasite.com, who has taken an in depth approach to garment construction and developed a brand new patented technology called DPOL, which produces ready to stitch, shaped, woven garment components. This considerably reduces fabric loss by approx 15-20% and lead time by approx 50%. The DPOL technology can be used to manufacture high quality fashion garments with mitering at various panels. Another advantage is that it can also support smaller orders: with quantities starting at one single unit, one can get garments according to their own fit, style and need. This has opened brand new possibilities for sustainably minded designers. 3)PENCHANT INDIA : Another innovator is Penchant India www.organicherbinfused.com who is taking natural dyeing to new levels. The idea of Penchant Indias Herb Infused Products originated in 2005 when the founding members came across the art of natural dyeing on natural textile in a small village. They were aware that, with the substantial growth in the organic textiles market, people are more sensitive to the benefits of going green, but were they really buying an organic garment or was it just chemical free cotton dyed with chemically based synthetic dyes? Knowing that human skin absorbs more than 75% of all environmental pollutants and that, when chemically dyed clothing comes into prolonged contact with the body, toxic chemicals are absorbed through the skin, a new concept was born. The idea of Herb Infused Textiles starts with organic cotton, which is then infused with natural dyes made from medicinal herbs and plants. The numerous available colors are beautiful and hold as well as any chemical dye. The process is truly Organic with 0% chemicals used in manufacturing. And it doesnt stop there, some say these infusions are even therapeutic; because of the medicinal herbs used in the dyeing process, they can work wonders for skin allergies and diseases, insomnia, body cooling and asthma. The concept is simple: when we wear these garments, the pores of our skin absorb the properties of the herbs that are used in the dyeing. On the ingredients front, the dyes are simply made from extracts of herbs, fruits and plants found in your back yard like onions, turmeric, pomegranate or basil. The left over water in the dye bath can simply be used for re-growing these herbs. The final product is organic in the truest sense of the word, with no chemicals used in its development and the therapeutic

value received from the herbs as an added bonus.

3)EARTHENTREE - Selling eco-friendly toys !

Earthentree in Kirkland is capturing parents' attention by promising something other than flashing lights and funny noises: peace of mind. Earthentree's toys are handmade in India out of sustainable wood and colored with vegetable dyes, meaning no lead paint, said owner Deepti Shankar.

Deepti Shankar created Earthentree in her Kirkland home. Her eco-friendly toys are made with sustainable wood and vegetable dyes in the Indian village she is from. Shankar hopes to develop Earthentree into a million-dollar-a-year company, but she talks about meeting sales projections more as a means to an end, rather than an end in itself. Besides paying employees in India decent wages, she said, she's trying to line up health-care checkups for them and their families. She also wants to bring employees from India to the U.S. to teach school children about making toys. As it happens, Shankar's goals appear to resonate with consumers at a time when social responsibility and environmental stewardship are unlikely buzzwords. 4)INDEXPO CORPORATION: 1/2, Prannath Pandit Street, Kolkatta 700025, West Bengal They are manufacturers and exporters of handcrafted, designer, Eco-friendly, 100% Bio degradable value added jute products like Jute Slippers, Jute Bedroom slippers, Jute Beach slippers, Jute hammocks, Jute hanging chairs, Jute wall hangings, Jute shopping bags, beach bags, wine bags, Jute Ladies vanity bags, Jute hangings , Jute Table Mats, Jute Coasters, Jute floor coverings, They also undertake event decoration and pavilion decoration on a turnkey basis using Eco-friendly and 100% Bio-degradable materials. For decorating the interiors we market various types of Jute sculptures, Jute decorative motifs, Jute wall pictures, Jute canvas with embedded jute drawings, giant & small Jute flower vases, welcome decorations for various events, conferences, wall decor items and many more decorative pieces. Due to their unique handicraft value and ethnic looks these items become a pride of possession to the user. These can be a very good gift idea as well.

5)INDIAN HANDICRAFTS: 201, Shivam House Karampura Commercial Complex, Motinagar 110015, New Delhi IndianHandicrafts export handmade cotton quilts, silk scarves, traditional indian art madhubani paintings, handmade paper products, eco-friendly jute bags, bead jewellery, cotton bedspreads, patchwork cushion covers and many more items. Both retail and wholesale inquiries are welcome. 6)INDIGREEN : 26/B, Dattani Apartments Chitabhai Patel Road, Kandivli East, Mumbai 400101, Maharashtra Reduce, reuse, re-cycle, hand work, natural materials, fair trade are some of the core ethics of Indigreen. We make eco friendly merchandise that is fun, colorful, quirky and very Indian in its look and flavor. Our range comprises of - tees n tops, home decor, lifestyle and Corporate. 7)INTERCOM IMPEX Pvt Ltd 76 cotton Street, Kolkata 700007, West Bengal Intercon Impex was founded in 1992 and has since been engaged in transformation of natures short life-spanned creations into immortal effects to stay for the life-span and pleasure of mankind. The company has been engaged in overseas markets and has a reputable international market presence ever since. It has enjoyed a rich heritage in manufacture and recycling of floral products and has stood up with dynamism and quality consciousness. Dried Flowers has evolved as the main branch of the business tree stemming from our creative legacy and a mix of state of the art waste and floral recycling process. They change and mould with recent international trend and styles and tastes attend and service our client base with care and sincerity, with seal of quality and reliability on all our products Intercon Impex is ambitiously pacing ahead as the preferred business partner worldwide. We endeavour to build long term and profitable business relationship. It is their goal to find unique natural products. They have and will continue to offer the selection, quality, prices & service you deserve. Unfortunately, at times, they cannot carry a

certain natural product due to season, weather, crop conditions which is beyond our control. They credit the success of their operation to their customer's continued patronage. For long term relationship making and business partnerships and procurement of your dried floral decorations, in your preferred quantities, always contact us by email to for a no-delay response 8)JAGISA PACKAGING INDUSTRIES: G 6, Sunrise Enclave, 7-1-275, Near China bazar & Yellamma temple Besides amaravathi residency, Balkampet, Hyderabad 500016, Andhra Pradesh Manufacturers of eco friendly Kraft paper (plain / designed) covers, bags, & return gift bags. Member of A L E A P & F A P S I A, Flat no: G -6, Sunrise Enclave, near Yellamma temple & China bazaar, BALKAMPET, HYDERABAD - 500 016. 9)JAYCO FABS: Near Atharva College, Ekta Nagar, Above Mohd. Hanif Timber Mart, Opp. Mhada Shopping Complex, Link Road, KANDIVALI WEST, MUMBAI 400067, Maharashtra Catering to your packaging needs by producing a range of non-toxic and eco-friendly packaging products........ H No: 7-1-275,

Every retailer wants to pack his/her products in an attractive packaging that not only provides safety to the packaged goods but also adds more appeal to them. They, at Jayco Fabs, offer a wide range of highly impressive & unique promotional and carry bags including eco friendly shopping bags. They are one of the leading manufacturers, exporters, suppliers and traders of trendy and highly durable eco-friendly shopping bags, carry bags, eco friendly promotional bags, gift bags, wine bags, saree covers, kaftan covers, aprons, laundry bags, wall hanging calenders, shoe covers, delivery bags, etc. Produced by following latest production methods

and measures, their products are high on every parameter of quality and reliability. Designed by a creative team of designers, their sleek and light weight range of products is capable of adding more glamour to the packaged item. We offer our product in more than 20 fluorescent and bright colours to suit your exact requirement. Their robust technical setup enable us to ensure bulk production in a considerably short span of time. They are committed to deliver the best, thus, leaving no space for any consumer grievances. Their Hallmarks: The following factors provide us wings of success to compete in today's highly competitive business scenario:

A state-of-the-art unit outfitted with latest production machines and equipments like the High speed cutting machines, Japanese high speed printing machines, Juki sewing machines, etc.

A strong team of technically proficient personnel to execute every task efficiently Strong designing department to design eco friendly shopping bags and other creative solutions for your diverse requirements

Highly competitive prices to suit the budget of every enterprise Company USP defined by customer satisfaction and expansion of client base

10)JONANO : 2582 Wexford Run Road, Wexford 150901, Punjab Jonano, and organic clothing provider, provides organic clothing, bamboo clothing, ecofriendly clothing and apparel, and organic baby clothing for environmentally friendly and eco-chic shopping. Feel free to browse through our wide selection of designer scrubs, baby bamboo clothing, antimicrobial and hypoallergenic fabrics, hemp clothing, organic cotton linens, ring-spun cotton, and ecologically sustainable linens. Also, be sure to check out our EcoKashmere line, luxurious Eco fashion, natural fibers, our comfortable eco scrubs, as well as our sections on caring, organic trade, and our community. Jonano's organic clothing and bamboo clothing is your natural choice. OTHER INITIATIVES BY SOME LEADERS OF INDIAN RETAIL INDUSTRY-

Tatas, Birlas, Bajajs and Mittals are the renowned business magnates of the country India. They initially ventured on the eco green fashion using jute merchandises which they exported and imported. India is the world's biggest manufacturer of jute. Jute items are copious, accessible and have biodegradable characteristics. Indian jute division holds controlled businesses, and a huge quantity of cottage entities which supplies service to thousands of individuals. These people generate countless practical merchandise made up of jute which exhibits the conventional distinction of Indian craftsmanship. Continuously, these products has been appreciated and availed by many due to its cheap price and is very reachable for people in the low class. Even if the items cost inexpensively, you will still be assured that the quality and fashion characteristics is at its excellence. There are jute apparels which are beautifully embroidered and can somewhat replace the silk ones. IJIRA or Indian Jute Industries Research Association in connection with the Indian jute business has freshly innovated food ranking jute bags as well as cloth known as Hydrocarbon free jute bags and flows the international standard requirements. These merchandises are always been demanded hugely in the export field and are used for packing coffee beans, cocoa beans, shelled nuts as well as other goods.

BIBLIOGRAPHY:
ARTICLES Referred:

Article dated jul 2009 ,by Chaitanya Kalya- is partner, climate change and sustainability services practice, Ernst & Young. Article , published in the June 2006 issue of Environment. Volume 48, Number 5, pages 2236. Heldref Publications, 2006. BOOKS Referred: Greentailing and Other Revolutions in Retail: Hot Ideas That Are Grabbing Customers Attention and Raising Profits - by Neil Z. Stern and Willard N. Ander

WEBSITES Referred 1)http://www.hotfrog.in/Products/Eco-Friendly/3 2)http://www.expresscomputeronline.com/20090119/greenit05.shtml -date 26/11/09

3)http://www.ecofashionworld.com/Ethical-Hotwire/INDIAN-INNOVATION.html 4)http://seattletimes.nwsource.com/html/businesstechnology/2004341195_retailreport 11.html 4/11/2008

5)http://www.earthentree.com/pdf/STimeslogo.pdf 6)http://blog.franchiseindia.com/events/tag/green-retail/-nov 25

7)http://www.heldref.org/env.php 8)http://www.greenmarketing.com/files/articles/Stafford-MyopiaJune06.pdf