Nov
22
Puma and Sustainability? So.. what?
Posted by: gracemjk | November 22, 2011 | Leave a Comment
After reading my classmate Jimena’s blog about Puma as sustainable business, it was unexpected for me to hear that from Puma. Then I thought to myself, why it shocking to hear that from a highly recognized brand? It was because of all the fake, copied items that I’ve seen in multiple places and occasions which had degraded high-brand imaging for the company.
I was in Korea this summer, and I saw a stunning amount of copied Puma products, that were noticeably fake. These are couple of the examples.
I don’t think Puma does enough copyright control of their product to brand their product as high-end products especially in the Asian markets. It has come a point where customers are buying these products as a “joke” because of the obviousness of the product which degrades Puma’s reputation as a company that provides high-end atheletic wear.
I feel like Sustainability regiments are something company’s with successful brand-imaging and customer loyalty would gain from such as Starbucks. Because the quality of their product is assured in customers, sustainable campaigns add as a bonus to attract more customers by stimulating the feeling of deed in supporting a good cause. Puma has yet to gain that from their products alone, and I think that is one of the reasons why their sustainable campaigns are not getting recognized or credited in the fashion market.