Sainsbury’s出包了...
沒錯，這次出包的正式大名鼎鼎的Sainsbury集團，他們爲了推廣大家用環保袋”I’m NOT A Plastic Bag”，於是他們與Anya Hindmarch(就是當年王菲提的那個相片包的牌子，在孫小乖家微風樓下有專櫃..應該是吧...還是京華城??太久沒回台灣了)
這個定價5鎊(合台幣330)的帆布袋一放出風聲，就引起了倫敦人的注意，在開賣當天早上還有一堆人在Sainsbury門口排隊等著買包包。(真是世界大同呀，果然不只台灣人愛買排隊買限量發燒品)
當天早晨所有店裡的包包就被搶購一空了(想到那小蝴蝶包包平常的價錢...這個5鎊的帆布袋真是太親民啦)
其實這個包包還真是被階段性炒作的經典之作呢！
早在今年初奧斯卡的頒獎典禮，就被拿來當作裝給各界名流參加奧斯卡紀念品福袋的袋子。(傳說中奧斯卡福帶裡面裝的東西可是紀念品中的精品，各家設計師都卯足勁要讓自己的商品擠進這奧斯卡福袋裡，聽說有一年還有廠商塞了鑽石在福袋裡，不過那個有鑽石的奧斯卡福袋獎入誰家就不得而知了。)
而在三月間已有明星名流提著這個帶子被狗仔拍到，這更炒高了這個包包的知名度，因此這包包未演先轟動的氣勢自然是可想而知。(LIGHT寶也想要有這樣一個買菜包啦....)
但是在被搶購一空的同時，在倫敦的輿論界卻掀起了一陣撻伐，
先不要管是否這跟眾人買不到包包的怨氣沖天有沒有關係，輿論界問了幾個問題卻是讓我受到了衝擊。
首先，他們批評Sainsbury這個包包是在中國製造的，他們質疑這個環保包的材料是否是環保並且是公平交易地(FAIR TRADE)，同時要求Sainsbury提出中國勞工在製作這個包包時是拿到合理工資的証明。另一方面，他們也質疑這個包包位什麼不選擇在歐洲製作，節省因為運送所對環境造成的汙染。
對此，Sainsbury也發出了聲明...
1.Sainsbury本來就沒有說這個包包要用環保公平交易的材質。
2.在製作之前Sainsbury有去看過製作的中國工廠，確定該工廠符合中國勞安標準，並保證製作的工人有領到比一般中國規定底薪兩倍高的薪水。
3.(編按:這點最好笑)這些包包是坐船來的，不是空運來的。所以事實上對減少炭排放量與保護地球環境有實際的貢獻。
(原文請參考:
http://www.sainsburys.co.uk/shoppingandservices/FAQs/sainsburys_faqs/anya_hindmarch_bag.htm)
不管這個包包好看不好看，不管這包包實用不實用，不管這包包排隊買不買的道。讓我汗顏的是，什麼時候，我們台灣的媒體還有消費者，能夠有對於名牌包追求之外的一點點環境思考。
蘋果日報今日我最美常常拍到的「國民包」--LV SPEEDY...不論真假，顯示了我們最於獨立思考價值觀的有待加強。
我不是批評所有提著SPEEDY包的人...我的確認識一些提著SPEEDY荷包滿滿腦袋也滿滿的好姐妹，我所不能理解的是節衣縮食連兩百塊簡餐、隨便一本書都嫌貴的人為何要節衣縮食或是勒索男友去買一個SPEEDY)
ㄧ個法國老牌的招牌包包，變成了台灣人的國民包?? 我認識的法國女生，很少人提這一款包包的。但是看看捷運上滿街的青少女說什麼也要買一個名牌包，似乎是把自己的自尊與價值賭在這個名牌包上面。
在消費文化的我瞎故我在當中--我們能不能對自己的消費負起一點點的環境責任和思考呢?? 我們的媒體與記者大人能不能在追著名人的奢華消費之外對於環境和世界多一點關心呢??
即便到目前為止我在倫敦街頭還沒有看人真的提了這個包包出門...大概是真的數量有限吧...EBAY上叫價200鎊的拍賣還沒結標，我一方面懷疑會去排隊買這個包包的人是否真的會記得提他出門去買菜，另一方面我誠摯的希望，管它是不是名牌包，「地球人」能夠一起多爲環境盡一點力。
一家超市的「出包」事件，讓我們看到了市場行銷的魔力、群眾的渴望還有反省。有一天，我們的媒體也能在桃色新聞和大老的新西裝之外，對大企業主有這樣的反詰思考嗎?? 期待中
It’s in the bag, darling
By Denise Winterman
BBC News Magazine
The must-have bag of the season costs a fiver from a supermarket, and hits the shelves on Wednesday. Is it a fashion statement or for those taking a green stance - and does it matter?
This season sustainable is the new black. Eco-friendly used to be a byword for dull and worthy, but now it’s officially fashionable, darling.
The product spearheading the trend is a bag made from unbleached cotton, which cost £5 at selected Sainsbury’s stores and sold out within an hour of going on sale on Wednesday morning.
It might not sound A-list, but the bag emblazoned with ”I am not a plastic bag” has been designed by the ”queen of bagland” Anya Hindmarch.
The aim is simple, to encourage people not to use plastic carrier bags. The bag has been produced in partnership with We Are What We Do, a non-profit campaign group that has set out to change the world in small steps.
The bag’s must-have credentials were firmly secured when it was chosen as the goodie-bag for guests at the 2007 Vanity Fair Oscar night party. Only 20,000 are going on sale - each of the branches stocking it is restricted to just 30 bags and customers can buy only one each.
People queued for hours when a few of the bags were sold at Hindmarch’s London boutique last month, and they have been changing hands for up to £200 on eBay. The simple bag has become a symbol of ethical intent - and a very fashionable one at that.
Ethical intent
Brits use an estimated 10bn plastic carrier bags each year. But is this bag more of a fashion statement than a green one?
UK PLASTIC BAG FACTS
We use on average 167 a year
Only one in every 200 bags is recycled
Plastics can take up to 400 years to break down in a landfill
Source: We Are What We Do
It’s made of cotton but in China, perhaps not the most environmental choice given that it has to be shipped thousands of miles to the UK. And it’s cheap for a Hindmarch bag - hers typically sell for up to £1,000 - but it’s a lot more than the 10p charged for ”bags for life” available at most supermarkets.
But it doesn’t matter why people buy it, says one marketing expert. What’s important is the huge amounts of publicity the bag generates. On that score, the bag has been the charity’s most successful endeavour to date.
”So what if people buy it because it’s a fashion statement,” says Chris Arnold, creative partner at ethical marketing company Feel. ”If the person who uses the bag is shallow and driven by fashion, it still helps the planet because they haven’t used a plastic one.
”We have to accept that we live in a wealthy, consumer-based society and work with it. It’s easy to pick apart any ethical campaign, but if it helps make ethical values more fashionable, then that’s great.”
An ethical bag for keen consumers? This is something of an oxymoron, given that shopping in itself draws heavily on the planet’s resources.
Consciousness raising
Ms Hindmarch knows first-hand the power fashion has, and is prepared to use it. ”As a luxury fashion brand we are in a position where we can influence,” she says.
The bag was never designed to save the planet single-handedly - the purpose was to cast a spotlight on an important issue, says a spokesman for We Are What We Do.
The bag sends out a message that the consumer is intelligent
Jonathan Gabay
Brand expert
Some aspects of the project may not be ideal, such as producing the bag in China, but no one is making a profit and the bags were made in a factory ”deemed ethical” by the charity. The project was also carbon-offset.
”If this bag plants an idea in people’s heads that will make them think before automatically reaching for a plastic one then it’s a success,” he says.
It’s win-win for everyone involved, says brand expert Jonathan Gabay. ”The very smart thing about this bag is that it’s getting an important environmental message across to a mass market.
”The consumer looks good and so do all the companies involved. The bag sends out a message that the consumer is intelligent for buying it and the companies for producing it.”
By making the bag exclusive, Ms Hindmarch is not damaging her own upmarket brand, he adds.
