Tienda ética.
Author | Honor |
Position | The Body Shop - TT: Store of ethics. - TA: The Body Shop. - Entrevista |
LONDRES--UNA BUENA NOTICIA para los que se quejan de la penetración del "capitalismo salvaje" en América Latina: The Body Shop, el gigante de los cosméticos y los artículos de tocador, uno de los pioneros del comercio ético a nivel mundial, da a los consumidores latinoamericanos la oportunidad de gastar su dinero sin escrúpulos morales.
"Latinoamérica es una oportunidad virgen para nosotros", dice Peter Tyson, encargado de los asuntos de la región en las oficinas centrales de la empresa, en Littlehampton, Inglaterra.
Comprar jabón, champú o brillo labial en The Body Shop es algo más que una transacción comercial. Muchas comunidades marginales en varios países reciben un pago justo por los ingredientes que usa The Body Shop para sus productos británicos.
La empresa también recompensa a sus suministradores costeando obras sociales y ecológicas en sus países. En el sector minorista, las tiendas de The Body Shop respaldan obras similares en los 47 países donde se han establecido.
En América Latina, el comercio ético aún está en la infancia. Las cinco tiendas de The Body Shop en México son las únicas de la región y no tienen competencia directa. Cinco años después de inauguradas, todavía no han logrado difundir ampliamente su mensaje. Pero Tyson ve potencial: "Detectamos un deseo vigoroso, aunque no expresado, por establecer métodos comerciales más éticos".
Las ventas en México llegaron a US$1,5 millones el año pasado, 25% más que en 1996. Pero los clientes mexicanos todavía difieren de los de Estados Unidos o Europa. Además de su atracción por los perfumes más fuertes y los colores más vivos, suelen ser de nivel económico más alto: importar de Gran Bretaña mantiene altos los precios, y la afición al comercio ético siempre tarda en bajar por la escala social.
Junto con las operaciones minoristas, The Body Shop también...
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