The them, poor working conditions in Rwanda are

The
purpose of this memo is to discuss the message strategy for Perry Gellis’ new
eco-friendly men’s clothing line. During our meeting with Perry Gellis, they voiced
wanting to use a female empowerment message strategy based on their wages for the
women in Rwanda that make their clothing. The brand pays 300% times more than the
country’s average wage to their employees in Rwanda. After meeting with Perry
Gellis regarding this message strategy, I find it to be misleading for
potential consumers and suggest a message strategy based on their eco-friendly
clothing. For the following reasons, I find the female empowerment message
misleading:

 

 

·     
Due
to poor working conditions at Perry Gellis’ workplace in Rwanda, many women
quit shortly after starting.

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o  
Consumers
want to form relationships with companies whose employees are satisfied with
their job (Bator, 2014, Making the Connection Between Customer and Employee
Satisfaction section, para. 2).

 

 

·     
While
Perry Gellis does pay their employees more and strives to empower them, poor working
conditions in Rwanda are typical of the area.

 

o  
Consumers
who know this may find Gellis’ efforts misleading and avoid purchasing from the
brand (Bonetto, 2015, Confusion Over Ethical Terms and Icons May Lead to Rejection
section, para. 2).

 

 

·     
Although
Perry Gellis pays their female workers in Rwanda 300% times the country’s
average wage, it is not enough money to support their lifestyles.

 

o  
Consumers
are less likely to purchase from companies with misleading or confusing claims
(Ashe-Edmunds, n.d., Confusion section, para. 1).

 

 

After
considering these facts, my suggestion for Perry Gellis’ message strategy is to
emphasize that their new men’s clothing line is eco-friendly. Consumers report
they have not seen many options in eco-friendly clothing but are interested in
purchasing it for comfort and attractiveness (“Marketing to the Green Consumer”,
2012, Room for Growth in Green Apparel and Shoes section, para. 1).

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