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BACKGROUND OF THE COMPANY

Icebreaker was founded in the year 1995 by Jeremy Moon. The company was founded on the basic principle of innovating and replacing the petrochemical fibres with natural fibres. The main motto of the company is to value and encourage natural fibres and develop a sustainable business for a better future. All the products of Ice-breaker are made out of natural merino woollen fibre. It was also the first outdoor apparel company in the world to source merino directly from merino sheep farmers. Icebreaker merino clothing is for the outdoors and technical sports. Its lifestyle wear includes underwear, mid layer garments, outerwear, socks and accessories for men, women and children. Icebreaker is originally based in Wellington, New Zealand, and is market to more than 3000 stores in 43 countries. It all started in 1994 when a merino sheep farmer, gave a woollen t-shirt to Jeremy. He liked the soft and lustrous fibre and he found that it wasnt scratchy, itchy like the wool hes grown up with. It was also long-lasting and machine washable. Considering all the factors Jeremy was inspired to create an entirely new category around this product of Merino Outdoor Apparel. In 1995 the company was founded and the worlds first natural layering system is officially born. Merino wools amazing warmth to weight ratio and low bulk was the biggest inspiration behind this innovation.

KEY PRINCIPLES OF SUSTAINABLE MARKETING

Ice breaker is strongly founded upon the basement of sustainable marketing .The market researchers have found that one needs to adopt sustainable business practices to evolve and strengthen customer relationships.

CONSUMER ORIENTED MARKETING

Considering the customers point of view, Icebreaker has designed its products vividly. The apparels are designed keeping almost every kind of target audience. Customer feedbacks have been valued and the garments have been altered according to the consumers choices. The apparels of Icebreaker Company are suitable to withstand any weather and environmental conditions. The products are based on simplicity, logetivity, versatility, purposeful, natural and sustainable.

CUSTOMER VALUE MARKETING

The company has come up with the idea of creating a transparency report every year. They believe that being transparent and opening doors to consumers allows them to make more conscious decisions. The transparency report is the result of our long-term commitment to build an ethical and sustainable business. The transparency report is created to let the customers know where their clothes come from and how they are actually made. They also launched transparency@icebreaker.com to encourage people to ask anything and share ideas for strengthen the consumer value. The consumer value is built to have long term relationships with the consumer segments. Transparency enables the concerned consumers to make more informed decisions and thereby build trust and scrutinize brands.

INNOVATIVE MARKETING

The company has left no stone turned when it comes to the innovative marketing. They invented corespun, an innovative new technology that wraps merino wool around a high denier nylon filament to radically increase longevity. Also they launched COOL-LITE a blend of merino and plant based TENCEL®. Made from eucalyptus (the most ecologically sustainable natural fibre available) It helps to cease heat and delivers an outstanding breathability.

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