Sustainable Development Of Luxury Brands

Luxury brands are determined to lead sustainable development.

In 2013, more than one thousand garment workers died in the collapse of the Rana Plaza garment factory building in Bangladesh.

The The Copenhagen Fashion Summit was held on the 1st anniversary day of the Rana Plaza accident in Copenhagen.

How to improve the development environment of garment manufacturing workers has become the first concern of this conference.

Equally important is the participation and level of action of luxury brands in sustainable development.

The luxury industry has always been criticized for its ineffectiveness in sustainable development.

But with the increasing concern of this issue, some

The cards have also been put into the agenda that has been dominated by popular product producers.

"Today's high-end design brands are fiercely competitive, and good ideas are not enough to become leaders. You must pay attention to ethical norms and values," says Dilys Williams. In 2008, he founded the Centre for Sustainable Fashion (Centre Fashion), which belongs to the London Fashion Institute (London College of Fashion).

"Five years ago, sustainable development was seen as a supply chain problem, and now it is a design opportunity."

The sustainable development officer of Gucci, Stella McCartney and Bottega Veneta, the 22 luxury brand group companies.

(Marie-Claire Daveu) was a consultant in Environmental Science and public affairs of the French government department.

Her appointment shows the determination of Kai Yun group for sustainable development.

Dave said that the 2012 action plan of Kai Yun group, which aims to reduce carbon emissions and introduce more sustainable development practices before 2016, is supported by different brands, though the degree of support varies.

For example, Stella McCartney has always been adhering to ethics and not using animal skins or fur. Although Gucci has always been the spokesman of leather, we have introduced metal free tanning agents, which are small in pollution and can reduce 30% of water pollution and 20% of energy consumption.

(this new leather technology has been put into use, for example, the new tassel slub bag, 1530 pounds.

This innovation needs scientists to complete. Last year, Kai Yun group opened a new material innovation laboratory in Novara, northern Italy, to develop new technologies.

Like Dilys William, Dave believes that "sustainable development can bring competitive advantage."

"Luxury brands are built on the concept of quality, tradition and handwork, which coincides with the concept of sustainable development.

Luxury brands have always been a respondent, but now they need to switch roles and become leaders of innovation to solve a series of problems such as sustainable supply chain, which is a field that luxury brands can not afford, and it often makes mistakes.

Dave said.

The big brands compete for their products from environmental protection to technological attention.

Brunero Kuchinelli, the fashion tycoon "Brunello Cucinelli", looks for Mongolia yarns that meet the standards of sustainable development and uses them in overcoats (3620 pounds) and light cashmere sweaters (1990 pounds).

He invested in the construction of theaters and sports facilities for villages near Italy's Umbrian factory for workers and local villagers, and commented that his behavior would create a world of "harmonious coexistence of offspring and the earth".

The company took seven years to pform a mansion in Montebello, Italy (Montebello) into a design and sample production headquarters. The headquarters has a top class ecological standard, has obtained the highest level certification of LEED green building, and 75% of the building materials are recycled, and the rainwater recovery and solar energy system has been installed in the building of LEED.

The parks of the headquarters have also been pformed to ensure the living environment of wild animals and plants.

The ingenious design headquarters reflects the Bottega Veneta's rigorous brand temperament and implies its respect for artisans.

Bottega Veneta chairman Marco Bisali (Marco Bizzarri) said, "on the importance of technology, craftsmen are no less than creative directors.

Craftsmen make innovations and produce with their hands. They will produce better works (such as new multicolored Plaid Dress, 5265 pounds) in the working environment that can make them proud and satisfied.

The pursuit of perfection is not only an individual strategy, but also a philosophical view that permeates the brand side.

We value the value of artisans very much. They are our competitive advantages. "

With this in mind, Bottega Veneta earned more than 1 billion euros in 2013, an increase of nearly 14% over 2012.

According to the latest data, the revenue in the second quarter of this year increased by more than 20% compared with the same period.

Livia Faith, an eco warrior of Copenhagen fashion summit, is Livia Firth, the creative director of Eco-Age, a brand consultancy company. She launched the Green Carpet Challenge (referred to as GCC).

The plan is to turn design works that meet sustainable standards into frequent guests on red carpet.

Her first product collaboration was Gucci's plant dyed handbag (1550 pounds), which has no deforestation on the source of materials.

Last year, she worked with Stella McCartney to create a GCC series of garments by a designer. The main role was the lightweight luxurious evening dress (4285 pounds). The production of evening dress was mixed with all kinds of renewable silk screen, especially the ecological lace and the sustainable use of Patagonia (Patagonia) wool.

In April last year, the Bottletop foundation won the GCC brand logo.

Bottletop handbags (595 pounds) dye the Yi La Gellar ring and caps in various colors, and use the leather materials that conform to the ecological standards to weave the drawing rings into complex patterns. These works are completed by residents of Brazil Salvatore (Salvador), especially slum dwellers.

The official sustainability organization has sniffed the new trend of luxury brands and started building links with interested designers.

Because Vivienne Westwood, a well known designer who resists global warming, is an active collaborator.

Her Ethical Fashion Initiative (EFI) series handbag (Abstract Orb Weekender backpack, 230 pounds, bead handbag, 160 pounds) is loved by collectors.

EFI is a project launched by the United Nations and the world trade organization. It links the world's developing countries, even the marginalized artisans and the top talents in the fashion industry, to create jobs for the former.

In EFI's collaboration with Vivian, slum dwellers in Nairobi and Marseilles community women made recycled hand printed canvas, leather scrap and scrap metal to make decorations, and completed a series of fashion handbags.

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Public reflection promotes sustainable development of fashion industry

Alex McIntosh (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, his style is a series of sports style made of recyclable fabrics (such as soft metal skin leather jacket, 475 pounds, sportswear series, 395 pounds), and Mcintosh believes that "young people's values have changed. They not only care about the environment, but also want to 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.

Orsola de Castro (Orsola de Castro), the founder of environmental protection brand From Somewhere and the founder of the London Fashion Week Estethica sustainable development exhibition, has advocated the commemoration of Rana square event as a "fashion Revolution Day" to emphasize the importance of factory workers' living environment.

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

Commercial street only focuses on output, while high-end brands focus on social responsibility.

She believes that the most straightforward expression of sustainable fashion development is the revival of craftsmen. This handwritten and rough word is now synonymous with luxury.

De Castro called a small brand of handmade standards a sustainable model, which is "smaller and more personal than the big brand."

Albama Chanin has been making production after receiving orders to save inventory costs (embroidered series, starting from 700 pounds); Rome designer Flavia La Roca (Flavia La Rocca) uses recycled fabrics to make "one coat and more clothes" (for example, a stiff white skirt that can be broken down into short skirts, 245 pounds, a dress that can be split into a jacket and skirt), and 345 pounds.

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

At Bottega Veneta, pizza agreed with this view. "We emphasize the values of the company to everyone, because now customers are very interested in the story behind the brand: where does a piece of clothing come from? How can it be produced?"

Challenges from systems and concepts

The sustainable development of the fashion industry has many positive forces to push forward, but the challenge can not be underestimated.

"A challenge is the reduction of craftsmen." "this generation of craftsmen is getting older," he said.