The Elephant Pants’ customers are encouraged to “feel good—” both about the ethical value of their purchase and while wearing their comfortable new elephant pants.
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Even the simplest of businesses requires the establishment of excellent marketing tactics and customer communication to succeed. The Elephant Pants is yet another fair-trade business organization focused around giving back. Their primary product, lightweight bohemian pants available in a variety of elephant-inspired patterns, mimics the harem-style pants popular in Thailand while drawing attention to the endangered species of elephants living there.
The Elephant Pants actively acts their mission, manufacturing their harem pants ethically in a factory in Thailand, which additionally provides profitable jobs to some of the local people there. For every pair of pants sold, $1 is donated to elephant protection through the business’s partnership with the International Elephant Foundation. Thanks to the founders’ conscious emphasis on marketing, these numbers are soaring, surpassing $184,000 in donations.
Nathan Coleman, founder and CEO of The Elephant Pants, recognized the significance of marketing within the success of a business from the beginning. Although modeling a business around a mission is mildly effective, nothing can replace consumer-conscious marketing in the design of a product. It’s great to promote a message of benevolence and fair trade, but business success requires more.
From the beginning, e-mail subscribers to the business are made to feel like part of the “phamily” with a charming welcome message, closed by the business’s consistent slogan- “Save Elephants, Feel Good.”
“Not every consumer is in the same stage within their buying cycle so the same message will not work on everyone. We think about what the consumer has done or not done to segment them into a specific group so we can curate the message that they will receive.” – Nathan Coleman, founder/CEO of the elephant pants.
The Elephant Pants has done their homework well, garnering product reviews and utilizing various strategies for gaining returning customers.
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And of course, passion for elephant welfare is truly what keeps this business’s heart pounding. “Elephants are extremely intelligent and emotional animals. They live in family units and even mourn when family members pass away. It’s a shame that they are killed for their ivory just to supply collectibles or supposed medicines. Our philosophy is that the only one who needs ivory is an elephant, and with that we do our best to give elephants a voice.”