"Win Over" Young Consumer Groups And Improve The "Green Index" Of International Fashion Apparel Brands

When a fashionable girl is drying out her valuable fur on social networks, she may not only get a little praise, but she will raise questions about "no environmental protection" and "no love for animals".

Nowadays, young people have risen to the main consumer of fashion circles, and fur is not popular as the raw material in mainstream social media. The awareness of the main consumer groups has begun to change.

Recently, the popular idol Wang Junkai was invited to attend the fourth UN Environment Conference. He made an English speech: "we can refuse fur to fight the killing of animals, and make full use of renewable resources to lead the fashion."

A time of praise from young fans.

In fact, brands have begun to realize that what is more important than designing good-looking and luxurious is to maintain the same values with consumers in social values. In order to win over the young consumer groups, they must make a compromise.

As young consumers increasingly value the brand's environmental action, the "green index" of international brands is also improving, and measures have been taken to enhance their image.

In recent years, many international brands have made "big moves" in the field of animal protection.

Brands such as Calvin Klein, Gucci, Armani, Selfridges, Stella McCartney and Ralph Lauren have announced their abandonment of fur and joined the "anti fur" camp. The first luxury brand Gucci of Kai Yun announced its abandonment of fur in 2017; in December 2018, French fashion brand Chanel announced that it would stop using "rare leather" in its design, and banned the list of crocodile skin, lizard skin, snake skin and so on.

In September 2018, Burberry announced two major decisions: no longer destroying stock products in the name of protecting brand value; while imitating other brands, no longer using animal fur such as rabbit hair, fox hair, mink and raccoon skin, to establish an environmentally responsible and responsible corporate image.

Recently, it has been announced that by 2025, all products of the brand will be recycled and degradable.

By the end of this year, Burberry plans to replace all the clothes hangers, shields and plastic bags with environmentally friendly alternative materials.

The brand will also launch a clothes rack recycling plan to recycle the waste hangers produced by retail business.

Ellen MacArthur Foundation, the UK based Alan Macarthur Foundation, is committed to reducing plastics in the global forefront of environmental pollution.

According to the latest report jointly issued by the foundation and the United Nations Environment Agency, the 2019 spring report of the new plastics economy, the 150 companies, including the British luxury group Burberry, Unilever, L'OREAL group, WAL-MART, Taghit and Carrefour, signed the undertaking, and said they will take active measures to stop using unnecessary plastic packaging.

The luxury group LVMH began in 2018, and the internal carbon emission fund raised the standard of LVMH raised from 15 euros to 30 euros.

The fund will be used to build more green buildings and develop environmental protection projects.

At the same time, it also said that the raw materials of its leather products will be purchased from the leather factory which is strictly monitored by the group. By 2020, this proportion will be raised to 70%.

At the beginning of its establishment, the second luxury group Kering has formulated sustainable development goals, including implementing the environmental profit and loss statement, evaluating fabric suppliers, eliminating hazardous chemicals, energy saving and emission reduction.

Kering has been a high-profile advocacy of environmental protection, as early as 2015, on the annual environmental protection business data publicity.

The industry believes that the reason why international brands pay more and more attention to environmental problems is that they will threaten the reputation of the company.

The significance of practicing environmental protection and sustainable concept is not only that the brand shows its sense of social responsibility to consumers, but the concept of sustainable development has become a new economic growth point of the industry.