|
RugMark is expanding its Marketing Partnership to include retailers and showrooms across the country in order to tap the growing socially responsible marketplace of 68 million U.S. consumers. Member retailers, who make a financial contribution to Rugmark in exchange for marketing benefits, say the Rugmark label helps to sell rugs.
Stephen Miller of Stephen Miller Gallery in Menlo Park, CA reports that consumers are increasingly questioning the labor practices associated with handmade rugs. “The Rugmark label offers the peace of mind our customers seek,” says Miller, one of the newest Marketing Partnership members.
Certification programs for everything from coffee beans to building materials provide socially conscious consumers with purchasing choices that align with their values. Rugmark, the accepted ethical certification for the handmade rug industry, is committed to helping retailers generate new sales from this growing market segment.
RugMark’s Marketing Partnership Program, launched in 2001, provides participating retailers with tools to help educate consumers and increase sales. Point of sale materials explain how the RugMark label stands for independently verified labor conditions and support for weaving communities. Members’ logos and websites are highlighted on Rugmark.org – the leading source of information on ethical rugs that receives over 5,000 page views per month. By providing a certified option, RugMark enables consumers to use their purchasing power to effect change.
Sales of socially responsible products in all categories are growing – topping $225 billion last year. Fair trade certified products increased by 46% in 2004. RugMark USA Executive Director Nina Smith says that this market growth also translates into demand for certified rugs. “Sales of Rugmark rugs grew by 20% last year,” Smith reports.
Studies show that consumers choose retailers based on social performance. Rug showrooms have noted this trend and are aligning themselves with RugMark. “Becoming a RugMark Marketing Partner helps to differentiate Packards West from others in the market,” contends Gary Coles-Christensen from Packards West in Santa Fe, NM. “It [Rugmark membership] sets our showroom apart as the source for socially responsible rugs.”
To date 15 retailers have signed on as RugMark Marketing Partners. Other participating companies include Steve King, Inc., Driscoll Robbins Oriental Rugs, the Ghiordes Knot and the Rug Source in Denver. Certified rugs may be purchased from these companies as well as more than 300 retail stores across the country. A complete store listing and information on the the Marketing Partnership Program is available at rugmark.org or 1-866-RUGMARK.
###
About RugMark
Rugmark is dedicated to ending illegal child labor in the carpet industry. Its program certifies child labor-free carpets, rescues and rehabilitates working children, and gives consumers the choice to purchase carpets bearing the Rugmark label. Rugmark offices are located in the U.S., U.K., Germany, India, Nepal, and Pakistan. More information is available at rugmark.org.
|
