Playing Fair

Although the company has found its audience, “there’s still a lack of awareness in consumers’ minds,” Ragone says. “But once they figure it out and read and hear about what it can mean, it’s hard to remain unmoved by it. For instance, when people want to donate to causes and need, say, a shirt or a jacket, with this option,” they turn to Fair Indigo and place an order.

About Fair Indigo
Headquarters: Middleton, Wis.
Year founded: 2005
Merchandise: casual women’s and men’s apparel
Average order size: $120
Annual circulation: 1.5 million
Mailings per year: 4
Retail stores: 1
# of SKUs: 2,000

# of employees: 30 (13 full-time)
Customer demographics: women, ages 30-50, $100,000 household income
Channel breakdown: 50 percent Web, 35 percent call center, 15 percent retail
Printer: Quad/Graphics
List manager: Millard Group

Joe Keenan also reported on this story.