Ten tree is an clothing company launched by the university students of the Western of Ontario. Ten tree has innovated the business model of the fashion industry. Instead of focusing on cost and design, Ten tree attract customers with its unique promotion—planting ten tree for every items sold.
This refer to the new type of emerging business we mentioned in class—social entrepreneur. As the environmental issues become serious, people’s concern over environment grows and their buying habits change as well. Ten tree’s founder observed the trend in the changing consumer’s behavior and rewrite the rule of selling cloths.
Although planting ten trees will impose an additional cost, it brings a positive and green image to the company and appeals to modern consumer’s desire. Tentree’s model brings a win-win-win result. The company is earning money, the consumers feel good about what they purchase and the environment is benefited as well.
However, I will suggest that the company should capitalize its differentiation by being more transparent on the process of planting tree. The company should allow the customers tracking where the trees are planted and quantify the benefit of that ten tree.

Pictures are from https://www.google.ca/