The complete quality cycle

Our awkward reality

In our day there are contrasting realities. Environmental problems and new technologies; automation and unemployment; underpaid workers in third world countries and industrial waste in many cities. Being the most expanded industry, many of these negative situations, social and environmental problems, are related to the clothing value chain. You can see some efforts to improve this image.

The biggest efforts come from some social NGOs where we find fundraising difficult and not innovative, mainly asking for donations. Simultaneously, the number of people who become aware of these problems grows exponentially. Although most people are willing to help, their daily activities make it difficult to find the means to this end. There is a market for products that have been manufactured and marketed with high standards of environmental and social care. Yesterday’s niche market turns out to be today’s mass market with “socially conscious consumers.” The same consumers who buy the various apparel products.

THE CHALLENGE

How can this “great consumer goodwill” be efficiently gathered and paved the way to a clean industry with well-paid workers, without disrupting the daily activities of consumers?

Innovative strategies

We can continue to build companies, willing to distribute donations amortized from their taxes, in an unsuccessful effort to repair the damage they have caused, becoming a marketing strategy again. Does this address the root of the problem? Competing for the future means thinking and acting in new and unconventional ways. It requires identifying how the future will be different, understanding what these differences will mean for consumers, mobilizing a company to position itself advantageously in that new environment, and reaching the future before any competitor.

We may not live for hundreds of years, but the products of our creativity (but what our creativity produces can leave a legacy long after we are gone.

Are we competing for market share in the existing market? Are we just donating tax deductible amounts, in an industry well known for rising prices? Or are we willing to defend ourselves and compete for the right to shape the structure of the markets of the future? Can we redefine the business and, together with the NGOs, create a mass movement? We must understand that the future is not an extrapolation of the past.

A UNIQUE IDEA: Can we shuffle and negotiate again, redefining priorities and participants, creating a company, in a waterproof, win-win partnership scheme, with an NGO? By implying that for each unit of production sold, the NGO will receive the main financial benefit, which will allow a lower balance for the growth of the company and the project? More than two-thirds of the margin was redirected to social assistance. This revolutionary concept ensures that people in need, in different parts of the world, benefit from this business. What makes it work even better is the fact that a buyer will feel good knowing that their purchase has really helped those in need. This, at first glance, may seem evolutionary, but it will prove to be revolutionary and take us into the future before our competitors … without risk.

THE COMPLETE CYCLE OF QUALITY

Understanding quality in its broadest concept. Imagine a quality fashion clothing brand, marketing high-end products, with high standards throughout the value chain, manufacturing materials, well-paid and skilled workforce, and satisfied end users.

We visualize nature, including people. We believe that fighting poverty is not just about charity, but about justice and equality. Help families acquire the skills they need to reach their full potential. Allowing them to develop small-scale artisan businesses and preserving the environment through the use of recycled materials. Companies that can be organized with a broad objective, including an NGO that will receive the main financial benefit from each sale made. This will allow the NGO to become “a truly sustainable organization”, rather than a charity that relies on fundraising for its support. The objective is clear, “to eradicate poverty and improve industrial environments” and, for each buyer, their purchase is an important step towards that objective. So buyers are the step that completes this “Cycle”, and they have found a way to help a noble cause, without affecting their daily routine. The buyer has “stepped forward” and committed to social change.

The complete quality cycle is adopted by a company willing to be, for the benefit of its profits, full partners of an NGO, and together present the social reality to its clients. That direct experience with the problem is the best way for young people to commit to solving it. Therefore, for every high-quality item sold, the NGO will receive the main financial benefit. This revolutionary concept ensures that the final beneficiaries of the NGO, in different parts of the world, will receive the necessary aid, without depending on the donations received by occasional donors. And people will believe why we do it, simply because it is easier to connect with a known beneficiary, a person, a child in need, than with an abstract action. So if a company is donating 10% to charity, it’s hard to feel passionate about it. But if you are contributing positively to a noble cause, that is, putting a roof over the head of a poor child, there is a very direct connection.