Italy'S Luxury Brands Have Set Up A New "Eco Headquarters" To Demonstrate The Concept Of Sustainable Development.

Previously, sustainable development has always been the focus of environmentalist designers and some entrepreneurs with strong sense of social responsibility.

But as consumers attach importance to sustainable development, more and more luxury brands begin to reform and enhance their brand image so as to attract more consumers.

In addition to developing environmentally friendly materials and focusing on production and distribution channels, many top brands in Italy have built a new "eco headquarters".

Versace

Donatella Versace, vice president of Gianni Versace S.p.A., a luxury goods company in Italy, regards environmental protection as the focus of brand development, and gradually penetrates environmental protection consciousness into every aspect of the brand.

Prior to that, she announced that it would move its brand headquarters to the The Corner complex of Porta Nuova new business district in Milan next August.

In September this year, Versace won the sustainable development award of the Italy Fashion Association Camera Nazionale della Moda Italiana in the second green fashion competition Green Carpet Fashion Award.

The Versace studio will still be located at Via Ges Palazzo (Ba Gatti Valsecchi Museum), all of which will be housed in the new headquarters.

The new headquarters is designed by Daniele Colombo, the designer of Architect & PM SPI of Italy construction company. There are 11 storeys and two storeys basement, with a total area of 108 thousand square feet (10033 square meters). We can see the recent public park landscape in Milan.

The entire headquarters building is "L" shaped, with solar panels installed on the outside, and LEED gold certification for building and interior design (established by the American green building association and implemented in 2003).

Versace will use half the space of the building, and the insurance giant Generali will move to the other half in the future.

The lighting in the public area of the building is excellent, and a lounge for staff and private meetings is also provided.

In September of this year, Michael Kors Holdings Limited of the US luxury group (now renamed Capri Holdings Limited) announced the acquisition of Gianni Versace S.p.A. of the luxury goods company in Italy (see the ordeal report): the final agreement of the Michael group announced that the total purchase price was 1 billion 830 million euros, and the group renamed it. After the paction, the company began to reinvent its global boutique.

Last month, "gorgeous ambition" reported that Versace opened the first new concept boutique in Bal Harbour, Miami.

(see historical report: give consideration to luxury and environmental protection, Versace invites famous French designers to upgrade and upgrade brand stores) Versace invites French designer Gwena L Nicolas to redesign boutique layout and implements environmental protection from selection to management.

Many of the materials in the boutique are environmentally-friendly building materials: timber has been certified by the Forest Management Committee (FSC); mosaic is made of recycled glass.

Donatella Versace said that a bright future is the most valuable luxury. The sustainable development of the store is a commitment of Versace to sustainable development.

Next year, Versace will also open sustainable development boutiques in Beijing.

Versace's boutique in London opened a year ago. It's the first LEED store in Sloane Street.

Prada

In June of this year, Prada set up a new garden factory in Tuscany (Tuscany) Valvigna.

Prada bought land in 1998 and has been buying neighboring property.

Last year, the garden factory was officially completed, employing 785 workers.

There are 33 lavender fields, including 29 thousand trees, 8700 shrubs and 8700 climbing plants.

The park has four buildings with a total area of more than one million square feet (93 thousand square meters).

Patrizio Bertelli, group chief executive, said that the group spent only 2 million euros on the greening of the park.

He believes that Prada has long joined the ranks of sustainable development.

The location of Valvigna, Arezzo, has been polluted by chemical companies and metal processing plants. They took charge of pollution problems very seriously after taking over.

In November this year, "gorgeous ambition" reported that Prada held the second sustainable development conference in Milan "Shaping a Sustainable Digital Future (shaping sustainable development digital future)" news.

(see historical report: Prada group holds the second sustainable development conference to explore the impact of digital technology on the social environment)

Before the meeting, Carlo Mazzi, President of Prada, said that Hongkong stipulates that listed companies must pay attention to sustainable development.

Although this is a rule, how to implement it depends on the enterprise itself, but it is about corporate responsibility and business ethics.

Moreover, consumers are more sensitive to environmental issues than ever before.

Even if some enterprises do not care about environmental protection, they must respect the needs of consumers if they want to continue their business.

Brunello Cucinelli

Over the past thirty years, Italy luxury group Brunello Cucinelli has gradually restored the Solomeo area near its headquarters.

They achieved the revival of Solomeo area by opening The Cucinelli Theatre theatre, setting up Aurelian Neo-humanistic Academy school, establishing Ginnasio garden and other facilities.

In September this year, the group launched the latest action called Hamlet of the Spirit (Hamlett).

This is the ending of the Solomeo area reconstruction carried out by the Brunello and Federica Cucinelli Foundation foundation in December 2014.

In this activity, they rebuilt the suburbs of Solomeo, resumed 173 acres (700 thousand square meters) of land beside the factory, demolished 6 old factory buildings, and planted grapevines, olive trees, sunflowers and wheat on the soil.

Brunello Cucinelli says people are paying more and more attention to environmental protection. No one can pretend to be deaf anymore.

During the purchase process, young consumers will ask about the production process and origin of products, and whether they will have an impact on the environment.

After 30 years of focusing on business development, the group realized that they needed to strengthen the importance of sustainable development.

Davines

In September this year, the new headquarters of Davines, a manufacturer of shampoo and hair care products in Italy, near the Parma Exhibition Center, was also formally put into use.

In addition to the infrastructure building, Buono Gazerwitz studio has designed two green courtyards for the new headquarters.

One of them is a rest area for employees. The other plants and flowers extracted from another botanical garden will be used for the new product development of the company, and vegetables and fruits will be used for staff canteens.

In addition, there are tropical plant greenhouses in the park.

In order to reduce pollution, they will also grow 300 trees along the road on both sides of the Autostrada del Sole highway near headquarters.

Nicola Misani, Professor of sustainable development at Bocconi University, said that luxury brands are actively and conscientiously involved in sustainable development activities.

However, in the field of luxury goods, it is difficult to achieve sustainable development without strict control of the production channels.

If you do not cooperate with suppliers, it is also difficult for brands to control employees' rights, products used in chemicals and biological fiber materials.

All luxury companies do not want to participate in sustainable development in a big way because illegal production has been exposed by some non-governmental organizations.

Marco Bizzarri, President and chief executive officer of Gucci, said whether sustainable development reform had no impact on sales.

Nicola Misani believes that consumers buy brand goods rather than environmental protection policies pursued by companies.

To do this kind of behavior that costs a lot of money and energy, but has little help in business development, is very rare for luxury brands.

Stefania Saviolo, Professor of research and analysis at Bocconi University strategy and corporate management department, said that the more pparent the luxury industry is in sustainable development, the higher the recognition of false news.

With the development of sustainable development, many enterprises exaggerate their own projects, and the whole production process does not really touch terminal consumers.

Whether consumers are ready to buy these products, which are environmentally friendly, but with slightly higher prices is a matter of great importance.