Luxury Industry: Sustainable Development On The Agenda

In the eyes of Pierre Taipie, Dean of ESSEC business school in France, luxury brands are now doing environmental protection, including the two purposes of currying favor with the public, expanding customer base and protecting the earth and reducing pollution.

"Perhaps the current proportion of the purpose of expanding the customer base accounted for 80% of the total, the real purpose of protecting the environment accounted for only 20% of the total, but this is a good start.

Over time, I believe that the proportion of interests and environmental goals will be adjusted. "

In fact, there are already established luxury goods companies to set an example in terms of environmental protection and sustainable development.

Take LV as an example, as a representative of the old luxury brands, the company created carbon inventories, making it possible to calculate the impact of corporate behavior on the environment.

One of the effects of LV's approach is the reduction of air pportation and the great popularity of shipping.

In its global products, the shipping share exceeds 40%.

Today, rail pport and ocean pportation take the lead in all modes of pportation, while other alternatives to business trips, such as video conferences, are also welcome.

As early as 1992, LVMH, the parent company of LV, set up an environmental department.

In 1993, the company introduced a life cycle to analyze the impact of its brand products on the biosphere.

Since 2001, the group has issued an environmental report every year.

Today, the group has launched several activities, including the quarterly environmental committee, which conducts training sessions for employees and collaborators of all brands of the group every year.

These include thousands of hours, including an annual book, telling designers and creators to use new sustainable materials.

Stella Makatoni (Stella McCartney) is also a model brand, deeply loved by contemporary consumers and consumers with a sense of social responsibility.

In 2001, Gucci group and designer Stella McCartney founded Stella McCartney brand in the form of each half of the shares.

But the design concept of Stella McCartney always conflicts with Gucci group, that is, Gucci group is always famous for its leather products, while Stella McCartney is against using any animal fur elements in clothing.

Stella McCartney explains this contradiction: "at that time, my CEO James Seuss told me that I do not think that your use of leather products has greatly hindered the development of the brand's accessories series.

But I don't think it's necessary to make good accessories through leather products. The style of my design is very popular, though it is useless.

But the quality and texture were not affected at all. "

Facts show that the insistence of Stella McCartney is effective, although the accessories of Stella McCartney do not use any leather products, sales are rising sharply under the condition of economic depression.

At present, the sales volume of its accessories has accounted for 1/4 of the total sales volume of the brand products.

McCartney brand's current CEO Frederick Lukoff said that such success stems from the consistency concept of Stella McCartney's brand delivery. Designers insist that consumers see consistency, and many people are willing to follow such an environmental concept.

In addition to the luxury brands that have been making positive contributions to changing the society, the luxury industry has, in general, realized the fact that social responsibility is not just a short-lived trend, but will not disappear over time.

Those companies that follow the trend of the public are aware of public relations opportunities, but can not get a real strategic plan. They have been involved in the evolution of a concept and ideology that continues to change consumers.

They realize that "green" needs to be taken seriously, and contemporary consumers will no longer be tempted by "green" advertising messages that are untenable in belief and practice.

A few years later, it is likely that fewer and fewer voices will be accused of the lack of sustainable development of luxury brands, and the luxury industry is likely to adapt to the ideological trend of consumers demanding social change.

The major and emerging luxury brands are unreservedly accepted the concept of sustainable development, and adopt economies of scale to reduce the prices of products designed in accordance with the concept of sustainable development. Ultimately, customers and businesses will win together, and the earth will continue to move forward and the prospects will be better.

(Alex McIntosh) is the director of business and research at the center of sustainable fashion. He is also managing director of Christopher Raeburn. As a designer, he also uses recycled fabrics to make a sports style series.

Mcintosh said, "the values of young people have changed. They not only care about the environment, but also make some real contributions to the improvement of their living environment.

Rational consumption and investment in long-term value are replacing irrational consumption.

Our students already have this concept.

Environmental brand From Somewhere founder and London

Estethica Orsola de Castro, co founder of the sustainable development exhibition, advocated the commemoration of the Rana square event in Bangladesh as a "fashion Revolution Day" to emphasize the importance of factory workers' living environment. Orsola de Castro, Orsola

The Rana Square incident prompted customers, especially young fashion people, to reflect on the so-called cheap fashion and the public "luxury".

The commercial street only pays attention to output, while the high-end brand pays attention to social responsibility.

Stephanie Hogg, co-founder of fashion website Gather&See of sustainable development, said: "we explore and tell the brand, mostly the story behind the high-end British brands. This is the requirement of customers. They want to know the background of a brand." Stephanie Hogg said.

It is worth mentioning that the sustainable development of the fashion industry has many positive forces to push ahead, but challenges can not be underestimated.

The reduction of craftsmen is a big problem.

Nowadays young people are no longer willing to do manual work.

In addition, excessive consumption is a stumbling block for the sustainable development of the luxury goods industry. Even if it is difficult to make progress, sustainable development is always the trend of the times and will also become the mainstream of the benign development of the luxury goods industry.