The rapid globalisation of the economy and the expansion of international trade during the mid to late 20th century have played a pivotal role in today’s increase of multinational ‘sweatshop’ practices. In recent decades, the issue of ‘sweated labour’ has received a great deal of publicisation in industrialised nations. Thousands of anti-sweatshop activists have targeted multinational firms in the textiles, footwear and apparel (TFA) sectors, and campaigned in protest of the exploitation of workers in developing countries. Protests have primarily taken place through the forms of: direct government pressure for minimum wage increases legislation changes in developing countries; boycott movements; and media awareness campaigns in regards to the
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This allowed retailers the opportunity to properly analyse any possible implications of consumer tactics due to the steady, predictable pace of trend cycles (ref). Informed decisions could be made with minimal cost to both the company and its workers. However, the advent of mass television broadcasting and online communities has significantly impacted the nature of consumer resistance to traditional retailers. Accelerated social diffusion and instantaneous communication amongst consumers have resulted in a coalition of diverse, established anti-sweatshop establishments. Since the spread of the anti-sweatshop movement in the late 20th century, articles directed at ethical consumers regarding sweatshops have appeared regularly in leading publications such as the New York Times, Financial Times and Wall Street Journal (ref). In 2000 the BBC released an exposé uncovering sweatshop working conditions and the use of child labour in a Cambodian TFA factory utilised by successful international brands Nike and The GAP. Shortly afterwards, both companies withdrew all business from Cambodia due to public pressure influenced by the controversial contents of the expose. The move cost the country $10 million in contract fees, and the loss of employment for hundreds of underage TFA factory workers. Cambodia’s $1 billion garment industry, which accounts for 80 per cent of the country’s goods exports, was greatly impacted by this move (ref). Ceasing the production of Nike and The GAP’s facilities in Cambodia deprived the economy of necessary investments, and caused a substantial decline in garment investment approvals (ref). The unprecedented rate of consumer responses towards exposed companies in the modern age has lead to brand decisions that are heavily influenced by consumers and public pressure. Large retailers with high brand name recognition, whilst amongst the largest contributors to the garment industry, are
This allowed retailers the opportunity to properly analyse any possible implications of consumer tactics due to the steady, predictable pace of trend cycles (ref). Informed decisions could be made with minimal cost to both the company and its workers. However, the advent of mass television broadcasting and online communities has significantly impacted the nature of consumer resistance to traditional retailers. Accelerated social diffusion and instantaneous communication amongst consumers have resulted in a coalition of diverse, established anti-sweatshop establishments. Since the spread of the anti-sweatshop movement in the late 20th century, articles directed at ethical consumers regarding sweatshops have appeared regularly in leading publications such as the New York Times, Financial Times and Wall Street Journal (ref). In 2000 the BBC released an exposé uncovering sweatshop working conditions and the use of child labour in a Cambodian TFA factory utilised by successful international brands Nike and The GAP. Shortly afterwards, both companies withdrew all business from Cambodia due to public pressure influenced by the controversial contents of the expose. The move cost the country $10 million in contract fees, and the loss of employment for hundreds of underage TFA factory workers. Cambodia’s $1 billion garment industry, which accounts for 80 per cent of the country’s goods exports, was greatly impacted by this move (ref). Ceasing the production of Nike and The GAP’s facilities in Cambodia deprived the economy of necessary investments, and caused a substantial decline in garment investment approvals (ref). The unprecedented rate of consumer responses towards exposed companies in the modern age has lead to brand decisions that are heavily influenced by consumers and public pressure. Large retailers with high brand name recognition, whilst amongst the largest contributors to the garment industry, are