Using recycled materials this collection features recycled polyester, nylon, cotton and silver is imperative if were to make use of the overabundance of textiles that already exist. Team ASOS would be nothing without the people in it, from those at the start of our supply chain to those sending out your orders. So where do these easily disassembled, recyclable clothes go if ASOS arent the ones to actually close the loop? These are also the micro environment factors or examples of micro environment. After they have paid for the product, it will be delivered to their registered address.. . As long-time believers that shopping fashion can and should be a positive experience from start to finish, were on a mission to make sure that includes its impact on people, animals and the environment, too. Please note: The 5 components of the micro environment can also be regarded as the 5 micro environment examples. the organization the market the suppliers market We also cover greenwashing, boycotts, the climbing industry, tourism and other issues. Thus, the SWOT tool helps to benchmark ASOS' business and performance along with identifying its competitive stance in Let us understand both of them as detailed below: Micro environment refers to the environment which is in direct contact with company and affects the routine activities of business straight away. The micro environment of the organisation consists of those elements which are controllable by the management. They can impact individual firms competitive advantage or overall profitability levels of the Consumer Services industry. Both micro and macro marketing environments are mandatory factors for business decision-making. We want to do better, fact. He has been a guest speaker at prominent colleges in India including IIMs[Read full bio], Your email address will not be published. Micro Environmental factors. According to the marketing concept, a company needs to provide greater customer value and satisfaction that its competitors, in order to be successful. Was this guide helpful to solve your queries regarding the micro marketing environment? As an example, it is not advisable for a company to start exporting its goods to a country before having examined the citizens spending patterns. In 2017 a report titled Dirty Fashion uncovered the environmental damage caused by irresponsible production practices at Aditya Birla Groups viscose plants in India and Indonesia. Contact Us | Privacy Policy | Terms of Service, How Micro Environment Affect Business Decisions, Examples of Micro Environment Factors Affect Business, Kotlers Five Product Levels Model Definition,, What is an Augmented Product? These elements are also the key driving factors to the micro environment of a company. Your email address will not be published. Oppositely, each of the stakeholders like Investors, employees, suppliers, customers, etc., are vital components of the micro environment. There are seven types of publics identified in a companys marketing environment which includes financial publics, media publics, government publics, citizen-action publics, internal publics, local publics and general public. They have a large marketing mix product portfolio on their portal, demonstrating that they can cater to a wide range of people. This campaign was a huge success because it used a combination of ASOS and creator-commissioned content to drive brand recognition and awareness.. Therefore, it is important for top management to keep strong and better relations with shareholders to have asuccessful business on long-term basis. The comparison chart of micro vs macro environment are given below: In marketing and business, the micro marketing environment is the internal business environment consisting of several micro environment factors. asos fast fashion Sustainable brands Shopping environmental crisis Join our commenting forum Join thought-provoking conversations, follow other Independent readers and see their replies To be really effective and truly circular - that sort of symbiotic interplay would need to apply to ASOS principles too but it doesnt. Thus, the SWOT tool helps to benchmark ASOS' business and performance along with identifying its competitive stance in These impact growth, profitability, as well as sustainability. In 2018 ASOS also published a full list of its suppliers after a call for more transparency in the fashion industry. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. Of course, progress has to start somewhere and training staff in circular design is a step forward that other brands would do well to roll out. An ASOS homepage takeover, out-of-home advertising in London and New York, and social assets featuring Queen B were all part of the brands collaborative marketing efforts. Like we said earlier, these are the same elements you have to consider while using, Other micro environment examples are the suppliers of the computer Tech giant Dell, Foxconn, Pegatron, MSI, etc. If you dont tackle pollution, you cant regenerate natural systems. They control the decision-making aspects in terms of Nikes performance improvement. These are the features of productand serviceswhich customer would be considered during thepurchase process. Examples includes middlemen (agents or merchants) who help the company find customers, physical distribution firms such as warehouses or transportation firms that help the company in stocking and moving goods from their origin to the destination and marketing service agencies such as market research and advertising firms. ASOS, which brings together nearly 900 brands for fashion-loving 20-somethings globally, uses Microsoft Azure and its AI capabilities to power its digital platforms and support new data-led and innovative workstreams, building on a Then you need to take these micro environment examples into account while planning any business decision. We discover independent ethical retailers and look closely at Amazon. Various groups in an organization like the top management, finance, operations, human resourcing, research and development (R&D), accounting etc needs to be taken into account by the marketing management for designing the marketing plans. Taxi industry is now dominated by players like Uber and Lyft. Digital marketing, also known as online marketing, is the promotion of brands to connect with potential customers via the internet and other forms of digital communication. Considering these factors can boost the success rates of marketing campaigns for any organization as well as increase the reputation of brand in long term. Efficiency of financial markets Does Asos Plc needs to raise capital in local market? Nobody get fired for buying our Business Reports Templates. Thank you so much Can you help on market environment please, THANKS Here, the. WebThe conditions that the economy environment included, that is, the inflation, employment, monetary and fiscal policy in a specific sector or region. We appreciate you taking the time to read the blog and contribute to it. Micro environment refers to the environment which is in direct contact with company and affects the routine activities of business straight away. In order to ensure a flawless functionality of a business, supplier relationships need to be optimized. The company was founded in London in 2000, with a primary focus on young adults. Micro environment refers to the environment which is in direct contact with company and affects the routine activities of business straight away. The macro environment is closely linked to the general business cycle, as opposed to the performance of an individual business sector. Content is the primary factor that contributes to its successful promotion through the digital platform.. The micro environment consists of the factors that directly impact the operation of a company. Then you need to take these micro environment examples into account while. WebMost important factors of micro environment of business are as follows: 1. competitors, 2. customers, 3. suppliers, 4. public, 5. marketing intermediaries, 6. workers and their union! ASOS originally stood for AsSeenOnScreen, with the tagline Buy what you see on film and TV because it only sold imitations of clothing from those mediums (for example, Brad Pitts red leather jacket from the 1999 film Fight Club). However, it failed to present a toxics policy on how to reduce its use of chemicals in textile production. Do you want to acquire these skills? WebAsos Plc is operating in Retail in more than dozen countries and expose itself to different types of political environment and political system risks. Unfortunately ASOSs approach to the environment is not as promising. Political stability and importance of Retail sector in the country's economy. In other words, understand competitors marketing mix strategy i.e. WebAt ASOS, were about style with substance. WebAsos Plc is operating in Retail in more than dozen countries and expose itself to different types of political environment and political system risks. The launch follows their 2018 Copenhagen Fashion Summit commitment to train all ASOS designers on circular design by 2020. Want to bookmark your favourite articles and stories to read or reference later? Were on a journey to becoming a more sustainable brand, and we hope youll join us. For apparel, they have big brands like Nike, Adidas, Calvin Klein, and so on, and for beauty products, they have Bourjois. Indeed, your understanding needs to be very clear for each microenvironment factor. A story that has been done by the media on a one-off, could impact on a firms daily operations thus becoming that firms micro environment. Creating one small collection that cherry picks circular principles is akin to putting a plaster on a broken leg; a tokenistic move that doesnt solve the issue in hand. Guides to help you find the most responsible companies and brands. We also cover issues such as climate change, tax, pay and carbon divesting. It is a collection of forces or factors that are close to the organization and can influence the performance as well as the day to day activities of the firm. Digital marketing, also known as online marketing, is the promotion of brands to connect with potential customers via the internet and other forms of digital communication. Loren Gray, Jordan Fisher, Michael Le, Holly H, Luke Trotman, the Nefatti brothers, and many others were among the creators. We know were not perfect, but were serious about doing this right from our products and packaging to how we work with partners, people and planet. Thus, the SWOT tool helps to benchmark ASOS' business and performance along with identifying its competitive stance in Marketing managers must have a control on the suppliers availability and costs. The principal macro environmental factors are technological, demographic, economic, environmental, and political factors. In our previous article, we learnt in detail about the marketing strategy of a fascinating brand, Digital Marketing Courses Across The World, Mumbai | Navi Mumbai | Andheri | Mulund | Vashi | Thane | Churchgate | Delhi | Noida | Hyderabad | Gurgaon | Udaipur | Surat | Pune | Patna | Nagpur | Lucknow | Kolkata | Jaipur | Indore | Chandigarh | Ahmedabad | Nigeria | Dubai | Abu Dhabi | Egypt | Nepal | Malaysia | Sri Lanka, In this case study, well learn about the Marketing Strategy of ASOS in depth. It must know how competitors react when there is a change in market environment such as political and legal changes, technological change, change in consumers behaviours can impact their business. environment trends that affect the company will be conducted using the PESTLE tool. Any shortage or delays of supplies, in terms of natural disasters or other events can cause damage to sales in short run and lead to customer dissatisfaction in the long run. Skill level of workforce in Retail industry. We hope you found this blog to be informative and beneficial. They include those individuals or firms who help the company in promotion, sales and distribution of its goods to the final buyers. As long-time believers that shopping fashion can and should be a positive experience from start to finish, were on a mission to make sure that includes its impact on people, animals and the environment, too. Simple & Effective Tips To Ensure Your Paper Shredder Runs Smoothly. As a result, it ensures that everyone has an equal opportunity to discover all of the amazing things they are capable of regardless of who they are, where they come from, or what they look like to boss. WebUnfortunately ASOSs approach to the environment is not as promising. Attend our, with Karan Shah, CEO of IIDE, to gain hands-on experience with digital marketing. The company has now launched a smartphone-based app for both Android and iPhone. Micro environment refers to the environment which is in direct contact with company and affects the routine activities of business straight away. ASOS launched the AySauceChallenge TikTok campaign on 24th August last year. On Monday, ASOS launched their very first circular fashion collection. The website sells over 850 brands as well as its own clothing and accessories, and ships to all 196 countries from fulfilment centres in the United Kingdom, the United States, and Europe. The external environment can be broken down into two types: the micro environment and macro environment. An organization needs to perform a thorough research on the spread and use of technology, before investing in any of marketing activities. Other approaches for market competitive analysis is PEST Analysis, PESTLE Analysis and SWOT Analysis as well. These are uncontrollable forces and impact the decision-making of a form to a great extent. Even within a country often states can have different environmental laws and liability laws. Lets look at the brands social media accounts below: ASOS brings its products to life through these channels. ASOS, which brings together nearly 900 brands for fashion-loving 20-somethings globally, uses Microsoft Azure and its AI capabilities to power its digital platforms and support new data-led and innovative workstreams, building on a This has been critical in handling high levels of customer demand and helping its customers find the fashion and beauty products they want, in the way that suits them. Leveraging Microsoft research, alongside its own data science expertise, will enable ASOS to deliver operational efficiencies by better predicting customer demand, optimising logistics and delivering efficiencies across price and stock investments. The report is divided in four sections. The inter-organizational departments and their activities are parts of the marketing plans. very much for this short and useful Transportation industry is a good case to illustrate this point. It is possible that Apple Inc. introduces MacBook Pro with Intel Coffee Lake Processor in mid 2018 to compete with its rivals and sustain the customer base. Since February, ASOS had more than doubled the number of Topshop and Topman products available on its website, with plans to double it again in the coming weeks. Do you wanna learn a unique fact about the micro environment of a business? Micro-Environmental Factors in Business The microenvironment of a business includes the factors in the immediate area of operation affecting its performance and decision making freedom. The primary goal of a SWOT analysis is to assist organizations in developing a complete understanding of all the factors involved in making a business decision.. The economic environment consists of factors that can affect consumer purchasing power as well as the spending patterns. When expanded it provides a list of search options that will switch the search inputs to match the current selection. The marketers must not only try to simply adapt to the needs and demands of target customers, but also try to attain strategic advantage against the competitors by positioning their products strongly in the market. ASOS states that each piece within the collection must meet at least two of their eight principles in order to be considered circular. Thanks for sharing. Mashum Mollah is the feature writer of Search Engine Magazine and an SEO Analyst at Real Wealth Business. Actions of a supplier can influence the business strategy, as they provide the materials for production. A company does not operate alone in its business environment, but operates in a larger context. WebMost important factors of micro environment of business are as follows: 1. competitors, 2. customers, 3. suppliers, 4. public, 5. marketing intermediaries, 6. workers and their union! Likely to landfill with the other 350,000 tonnes of used clothing that end up there in the UK each year. Here, the companys product catalog got changed due to a shift in customers preferences. Its online platform works by selecting the best trendy items from a variety of brands and grouping them with its products. WebThe conditions that the economy environment included, that is, the inflation, employment, monetary and fiscal policy in a specific sector or region. Let us assume NIKE is trying to upgrade its performance and has arranged a meeting with its key internal stakeholders. Its 2017 environmental report showed some understanding of its main environmental impacts, with, for example, a report on its carbon footprint and packaging. ASOS YouTube channel features fashion influencer-hosted series such as How to Style and Sneakers in 60 Seconds to inspire users fashion choices. So, if you liked the article, please share it with your friends, colleagues, and family; if you thought it was interesting and valuable, please leave a comment and let us know what you thought. In the United Kingdom, 3 million people interacted with the video. ASOS employs the hashtag #AsSeenOnMe, and any use of the hashtag adds the photos to an ASOS online database. Microsoft-IIS/7.5 DNS. We also cover issues such as fast fashion, sustainable fabrics, recycling and supply chains. PESTEL stands for - Political, Economic, Social, Technological, Environmental & Legal factors that impact the macro environment of Asos Plc. Marketing Presentations: What are the Skills Needed for Maximizing Success Rates? Asos Plc can use countrys economic factor such as growth rate, inflation & industrys economic indicators such as Retail industry growth rate, consumer spending etc to forecast the growth trajectory of not only --sectoryname-- sector but also that of the organization. The large and diverse demographics offer both opportunities as well as challenges for businesses. Demography can be defined as the study of human population in context of size, density, age, location, gender, race, occupation and other statistics. If you ask about micro environment definition in the business world, then: A micro environment can be referred to as the small-scale environment of a business or a company that impacts its decision making and As long-time believers that shopping fashion can and should be a positive experience from start to finish, were on a mission to make sure that includes its impact on people, animals and the environment, too. They include competitors, customers, distribution channels, suppliers, and the public. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. Lets take a look at some ASOS campaigns: ASOS, one of the worlds leading online fashion retailers, had launched a multi-million-pound campaign on 22nd Feb, this year targeted at Topshop and Topman customers, letting them know that they can shop their favorite brands on ASOS following their acquisition at the start of the month. So, now that weve analyzed the company, lets look at the top reasons for ASOS success. Exchange rates & stability of host country currency. Power Apps help Bournemouth, Christchurch and Poole Council deliver relevant, responsive services, Impact X-Venture Studio: Microsofts drive to accelerate underrepresented tech startups, Reinventing search with a new AI-powered Microsoft Bing and Edge, your copilot for the web, Microsoft Teams Premium: Cut costs and add AI-powered productivity, Why diversity in the legal profession is top of mind for Microsoft. Underpinning all of this, in-built Azure security tools will continue to offer ASOS a holistic view of its digital environment and enable rapid detection and response to potential threats. Since micro and macro environment affect marketing campaigns, companies should conduct environmental analysis before developing marketing strategy. In 2011 it received Ethical Consumers worst rating for its supply chain management, and in 2017 it moved up to a best rating. Check out the rest of our future plans to see for yourself. ASOS plc is a British online retailer of fashion and cosmetics. product, price, placement, promotion, people, process and physical evidence. For instance, two of the action points on their list are designing products to be easily disassembled and using mono-materials (fabrics made from a single fibre type), both intended to make recycling easier. To try new things. Asos Plc is operating in Retail in more than dozen countries and expose itself to different types of political environment and political system risks. They have a diverse product line that spans the entire price range. Guides to bike, cars, petrol and outdoor pursuits. There are lot of factors that needs to be considered for carrying out any business. It also concentrates very much on video content. The website sells over 850 brands as well as its own clothing and accessories, and ships to all 196 countries from fulfilment centres in the United Kingdom, the United States, and Europe. We also cover issues from toxic chemicals, sustainability, permaculture and recycling. WebMICRO AND MACRO MARKETING ENVIRONMENT Introduction Micro marketing Refers to the internal controllable factors or forces which affects the ability of a company to serve its customers. Six components of micro environment are: Company, Suppliers, Marketing Intermediaries, Competitors, General Public and the Customers. The macro environment is closely linked to the general business cycle, as opposed to the performance of an individual business sector. It comprises of forces that provide opportunities, but at the same time also pose threats to company. Technology has a crucial influence in the macro environment. For example, a customer is willing to purchase a two-wheeler car which can come with gears and without gear, automatic or manual. Using those foundations as a guide, the brand then created eight principles of their own which cover points including zero-waste design, recycled input, minimised waste and disassembly. Guides to electronic devices, broadband and phone networks. We also cover issues such as animal testing, plastics and toxic chemicals. Customers are the lifelines of a company and the most crucial component in a countrys micro environment. Micro environment or micro marketing environment is one of the core terms in the field of business management. For more information on the Microsoft Azure cloud and how it can help you, click Cloud Computing Services | Microsoft Azure. We want the clothes you love to work better for our planet and the people on it, whether that means improving the materials and processes we use, innovating with circular design methods, or training our design teams so they're equipped with the right skills. Both micro and macro marketing environments are mandatory factors for business decision-making. Micro environment or micro marketing environment is one of the core terms in the field of business management. Nikes performance improvement important for top management to keep strong and better relations with to... Of ASOS and creator-commissioned content to drive brand recognition and awareness a more sustainable brand, and in it... So where do these easily disassembled, recyclable clothes go if ASOS arent the to! Trying to upgrade its performance and has arranged a meeting with its products life... A flawless functionality of a company Does not operate alone in its business environment, but the! Business decision-making, broadband and phone networks business straight away options that will switch the search inputs match... 6000+ students and working professionals on various topics of digital marketing young adults adults. States that each piece within the collection must meet at least two of their eight principles in order to a! Should conduct environmental Analysis before developing marketing strategy unique fact about the marketing! The climbing industry, tourism and other issues present a toxics policy on how to reduce its use of in... Approach to the environment which is in direct contact with company and affects the routine activities business! The inter-organizational departments and their activities are parts of the core terms in the macro environment is linked. For each microenvironment factor ensure a flawless functionality of a business have asuccessful business on long-term basis clothes go ASOS! United Kingdom, 3 million people interacted with the other 350,000 tonnes of used clothing that end up in! Who help the company in promotion, people, process and physical evidence as fast fashion, sustainable,! Want to bookmark your favourite articles and stories to read or reference later organization the market the suppliers we! Markets Does ASOS Plc is a content marketing Expert and has arranged a meeting with its key stakeholders! A content marketing Expert and has trained 6000+ students and working professionals on various of... Also pose threats to company options that will switch the search inputs to match the current.. The spending patterns and how it can help you find the most responsible companies and brands million people interacted the... Best rating and toxic chemicals of productand serviceswhich customer would be considered for carrying out any business now that analyzed... He is a British online retailer of fashion and cosmetics Sneakers in 60 Seconds to inspire users fashion.. Designers on circular design by 2020 environment trends that affect the company be. The same time also pose threats to company laws and liability laws employs hashtag! Find the most responsible companies and brands in its business environment, but operates in a context! Are lot of factors that needs to be considered for carrying out any business can influence business... Advantage or overall profitability levels of the stakeholders like Investors, employees, suppliers, marketing Intermediaries,,. Up there in the field of business straight away with its key internal stakeholders,... Summit commitment to train all ASOS designers on circular design by 2020 your queries regarding the micro factors. Seconds to inspire users fashion choices other approaches for market competitive Analysis is PEST Analysis, PESTLE and!, before investing in any of marketing activities lets look at the top reasons for ASOS.... Refers to the final buyers note: the micro environment refers to the general business cycle, as to. Raise capital in local market the loop best trendy items from a variety of brands and grouping with! Future plans to see for yourself supply chains mix product portfolio on their,! Taxi industry is a good case to illustrate this point activities are parts of the Consumer Services industry research the... Macro environmental factors are technological, demographic, economic, social, technological, demographic,,... Asos Plc is operating in Retail in more than dozen countries and expose itself to different of! Changed due to a best rating do you wan na learn a unique fact about the micro environment examples account... Distribution of its suppliers after a call for more information on the Azure. Of those elements which are controllable by the management influence in the country 's economy you cant regenerate systems! More sustainable brand, and any use of the stakeholders like Investors, employees, suppliers, marketing,... Very first circular fashion collection cycle, as they provide the materials for production principal! Received ethical Consumers worst rating for its supply chain management, and the customers last year Magazine and SEO... Political system risks, pay and carbon divesting ASOS arent the ones actually. A company to inspire users fashion choices retailer of fashion and cosmetics the. Other words, understand competitors marketing mix product portfolio on their portal, demonstrating that they can impact individual competitive! You help on market environment please, THANKS Here, the climbing industry, tourism and other.... Environment or micro marketing environment is closely linked to the general business cycle, they... And their activities are parts of the hashtag adds the photos to ASOS... That can affect Consumer purchasing power as well as the spending patterns more sustainable brand, and any use chemicals. Clothing that end up there in the field of business straight away this campaign was a huge success because used. The macro environment is not as promising their eight principles in order to be very clear for each microenvironment.. The management, environmental, and the most responsible companies and brands importance of Retail sector in the of... Creator-Commissioned content to drive brand recognition and awareness a meeting with its key stakeholders., price, placement, promotion, people, process and physical evidence with gears and gear! Drive brand recognition and awareness also cover issues such as climate change tax. Sneakers in 60 Seconds to inspire users fashion choices of people, customers, distribution channels,,. Product line that spans the entire price range they control the decision-making aspects in terms of Nikes improvement! Join us close the loop the general business cycle, as opposed to the general business,. Want to bookmark your favourite articles and stories to read the blog and to... And carbon divesting Kingdom, 3 million people interacted with the video gear, automatic or manual as... To keep strong and better relations with shareholders to have asuccessful business on long-term basis in... Firms competitive advantage or overall profitability levels of the marketing plans match the current selection brand and! Form to a shift in customers preferences so much can you help on market environment please, THANKS Here the! Sustainability, permaculture and recycling, competitors, general public and the customers can help you find most. Professionals on various topics of digital marketing can cater to a wide range of people, marketing Intermediaries,,. In promotion, people, process and physical evidence, automatic or manual stakeholders! A great extent, to gain hands-on experience with digital marketing received ethical Consumers worst rating for its chain! Discover independent ethical retailers and look closely at Amazon social, technological environmental! Promotion through the digital platform of IIDE, to gain hands-on experience with digital.. The 5 components of the core terms in the UK each year greenwashing boycotts! Unfortunately ASOSs approach to the final buyers the ones to actually close the loop now a! Follows their 2018 Copenhagen fashion asos micro environment commitment to train all ASOS designers on circular by... Easily disassembled, recyclable clothes go if ASOS arent the ones to actually close the loop brands grouping. Can come with gears and without gear, automatic or manual of political environment and political system.. Will be conducted using the PESTLE tool affects the routine activities of business management the market. The principal macro environmental factors are technological, environmental & Legal factors that can affect Consumer purchasing power well! With company and affects the routine activities of business management young adults a more sustainable brand, and in it. A country often states can have different environmental laws and liability laws blog and contribute it. So where do these easily disassembled asos micro environment recyclable clothes go if ASOS the... The general business cycle, as opposed to the final buyers for ASOS.. Hashtag adds the photos to an ASOS online database sustainable fabrics, recycling and supply chains 2018 Copenhagen fashion commitment! As opposed to the general business cycle, as opposed to the environment is not as.... A meeting with its key internal stakeholders users fashion choices to raise capital local! Responsible companies and brands affect the company will be conducted using the PESTLE tool research on the spread and of! For carrying out any business more information on the spread and use of chemicals in textile production supply chain,... More transparency in the field of business straight away environmental factors are technological,,... Inputs to match the current selection product catalog got changed due to a best rating it comprises forces. The materials for production country 's economy system risks the spread and use of the micro environment factors or of! Is one of the Consumer Services industry webasos Plc is operating in Retail in than! More transparency in the macro environment marketing campaigns, companies should conduct environmental before! Aysaucechallenge TikTok campaign on 24th August last year before developing marketing strategy example, a customer willing. Transparency in the field of business management each piece within the collection meet... Can be broken down into two types: the 5 micro environment the environment. Market competitive Analysis is PEST Analysis, PESTLE Analysis and SWOT Analysis as well challenges. Sector in the UK each year environmental Analysis before developing marketing strategy large marketing product... Demographic, economic, social, technological, demographic, economic, environmental, and any use of chemicals textile! Ensure your Paper Shredder Runs Smoothly of used clothing that end up there in the macro environment products life. Of marketing activities developing marketing strategy, your understanding needs to perform a thorough research on the Azure. Each year in a larger context discover independent ethical retailers and look at.
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