Adding value part 1- Wednesday 21 August 2013

Post launch of the business and the sales report being handed in, the team has had to critically reflect on our sales, marketing and product since it has gone to market. It also required us to consider if our product will allow us the ability to build a sustainable business.The important question is: does the business add value?

If we consider the fundamental human needs as described by Max-Neef (1989), our product is an economic good that satisfies the human needs of identity, subsistence, participation, protection, creation and freedom. This may seem bizarre, but ultimately you add value when you meet people’s needs in a powerful, positive and synergic manner. How do we satisfy these needs?

Subsistence: We offer consumers good quality, multifunctional clothing that is locally made at competitive prices. Although we don’t directly fulfil the need, the Azura consumer is able to stretch income further by buying “more for less”, which offers a greater opportunity of subsistence in a holistic way 

Protection: Not only does the Azura provide protection in the form of clothing, it provides consumers with an opportunity to protect the environment and invest in the South African textile and manufacturing industry which are both under great threat.

Participation: Azura allows consumers to participate in a global movement towards sustainable production and consumption. Sustainability at Azura is three-fold: the Azura is a multifunctional item of clothing, offering over 20 different styles in which it can be worn. By ensuring we source good quality, sustainable materials and produce good quality products, we know our products will last. If not, we will fix it. Secondly, we produce in Cape Town and support local seamstresses who have been hit by mass production in China. Thirdly we donate 10% of our profit to a local NGO, the EartChild Project, who work in local schools educating young, underprivileged students on sustainable and healthy lifestyles.

To be continued…

References

Max-Neef Fundamental Human Needs http://www.alastairmcintosh.com/general/resources/2007-Manfred-Max-Neef-Fundamental-Human-Needs.pdf

EarthChild Project http://www.earthchildproject.org/