Analysis of Veja's marketing strategy and brand positioning in comparison to Nike and Adidas, highlighting its unique eco-friendly approach.
Extract
[...] To preserve the forest, to economically value it: standing and not deforesting. The valuation of the Amazonian forest's wealth is a key factor of success for Veja. As in all businesses from fair trade, Veja works with people who live in the forest. These employees are aware that working with Veja creates a difference. That is to say that it is a much more noble and less exhausting work than working for another company, in an uncomfortable climate, with 200% humidity in the sun. [...]
[...] This is a very strong growth lever that is not exploited by its competitors. All the more so since this lever is a factor of social cohesion in society. And Veja's values: Veja's values are aimed at preserving the planet. This is to avoid a potential reversal of fashion. For them, a decision to dress is above all a responsible choice. This is the logic of ethical fashion. This means a way of dressing that respects certain social, economic, and ecological values. [...]
[...] -Favoring eco-friendly modes of transportation: choosing an eco-friendly option for transportation and product delivery is an opportunity to explore. It could consider offering incentives to its employees who travel by bike or scooter. It could also encourage its employees who live far away to use carpooling. -Invest more resources in product design and design. To make the product more attractive, the company should make more effort and devote more imagination to design. This is inevitable if the company wants to grow, it is absolutely necessary to satisfy different tastes among consumers. [...]
[...] The vast majority are poorly informed and indifferent. It is essential today to invest more in design and another form of communication to accompany the growth of the company. If Veja achieves interesting growth rates every year, it means that it could invest this money in innovative projects, product design, and especially in communication. The second interesting point that emerges from the survey is the consumer's purchasing motivation mention non-financial reasons to describe what would push them to buy eco-products. [...]
[...] We can easily access its production process of basketball shoes. Which is not the case for other brands, such as Nike and Adidas. Whose working conditions for their employees are deliberately hidden. Veja is a very engaged brand, which advocates for an ambassador of a different, more ethical and responsible fashion. It is a brand that does things differently, thanks to two men at the helm of the company from the financial background of American banks, trained at HEC and the University of Paris Dauphine. [...]
