How Many Brands Put Green Before Profits?
Can an eco-friendly product also be in vogue? This has been the question that designers are still intensively focusing on. And most-known labels are already woking on the issue via the green business management. (pic1) But how many of them do spend how much eco-effort on the issue? Do they put green totally before profits? If it is unfortunately kind of an utopic idea at least for now; at which rate do they contribute? Let’s examine the brands one by one and also analyze their resulted correctness rate scored by the Rank a Brand survey which distributes brands into the groups with correctness percentages of 75-100 (A), 55-75 (B), 35-55 (C), 15-35 (D) and 0-15 (E). First sustainable brand in history is one of the worst of today (pic2) ##Giorgio Armani## has been the first known sustainable brand by starting to use hemp in its Emporio Armani collection in 1995. Using organic raw material was an easy and smart beginning. Last year, working alongside the governmental organization Green Cross, Armani provides 43,3 million litres of safe drinking water to populations all over the world. However being sustainability requires more than this; having sustainability within each stage. Armani is one of the luxury brand having the lowest sustainability score according to the survey by no concentrating on carbon emissions and labor conditions in low-wages countries. Its correctness rate falls between the percentage of 0-15 and gets a place in the worst group E. Many luxury brands like ##DKNY##, ##Louis Vuitton##, ##Fendi## and ##Givency## are also in the same lowest sustainability group with Armani. However they seem better than Armani by their concentrate on carbon emissions and labor rights. ##Calvin Klein##, ##Burberry##, ##Gucci##, ##Yves Saint Laurent## took their places in a better group, D. Different from group E members mentioned above, these are more curious about labor conditions, civil society organizations like labor unions, periodic reporting of those conditions ... etc. And among these, Yves Saint Laurent is on the bottom. Even if YSL supports the appropriate working conditions for workers, still does not have enough support on civil organizations and that’s why it takes place on the tiny line between belonging to group of D or E. The best sustainable luxury brand is Hermes
(pic3) Taking the most known luxury labels, ##Hermes## is in the forefront. Hermes generally meets the needs about carbon emission policy, labour conditions and fair trade. There is unfortunately no application covering leather production or animal farms. Moreover, there has not been any reduce of 10% of carbon emissions yet, considering the last 5 years. It also does not use preferred raw materials. Even if it takes the first place among the luxury brands, there is still many aspects to be improved.
Retailers seem more eco-friendly
(pic4) On the other hand, the retailer companies seem more eco-friendly. According to a 2012 report by British Retail Consortium (BRC), amount of waste being sent to landfill was reduced by 23 percentage in 2011. It is also estimated to be reduced more by 15 percentage by 2013. Moreover, retailers promised to work towards a 25 percentage of reduction in energy-related emissions from building by the end of this year. Report shows that such emissions had been cut by the percentage of 20 in 2011. Among the retailers like H&M, Zara, Esprit, Gap, Asos; ##Mango## is the one having lowest group D. For Mango, there is company policies but which are not applied appropriately. ##Zara##, ##Esprit##, ##Gap## and ##Asos## are in the group C, however. They have better conditions than Mango like having less chemical material usage, no forced or slave labor, supported labor unions, legal working hours for workers, effective health and safety policy and application ... etc. On the contrary, ##H&M## belonging to group B, is the best in retailer brands. H&M is also better than the...
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