In luxury and fashion industry, has always being a challenge to incorporate ethical practices into their processes but some cases show us that they are doing it right. As part of our Master in Luxury Marketing we took a lesson in Bocconi about the best practices in Corporate Social Responsibility in Fashion and Luxury.
Consumers are key to driving sustainable production
Consumers have played an important role on this topic. After the Rana Plaza tragedy killed 1,100 workers in Bangladesh, consumers became more conscious and responsible about the origin of their clothes. By considering consumers’ needs and the actual issues in the world, an increasing number of companies are moving towards a more sustainable production. Studies revealed that by 2020 about 40% of the world will have water scarcity and it is alarming to discover that to produce a pair of jeans, 10.000 litres of water are needed. Companies like People Tree uses 100% organic certified cotton to reduce water use. Nowadays, consumers want to know more and with the aim of becoming more transparent, brands like Everlane and Patagonia show the suppliers they work with.
Luxury Brands and Sustainability
Gucci is also embracing the responsible luxury concept and the brand released the eco leather handbag, made from a cow that was raised on Brazilian ranches that do not affect the fast-disappearing Amazon rainforest.
Source : http://eco-age.com/the-gcc-brand-mark-launch/
Livia Firth, Founder of the Green Carpet Challenge wearing Gucci’s eco leather handbag.
Brunello Cucinelli is another luxury brand that always was clear on the importance of making a profit without damaging mankind and has always invested in social projects. We have a big responsibility regarding the future of our industry and we could make a change if we understand that ethics and aesthetics can be integrated into the value chain while satisfying stakeholders’ needs.