MERCADEO Versión en español
Sustainability is not about selling more
Manuela Walfenzao| 7 de abril de 2015
François-Henri Pinault, CEO de Kering, durante la charla ¿Por qué la moda sostenible es un negocio inteligente?
François-Henri Pinault, CEO at the luxury articles company Kering, delivered a talk in Parsons about the use of ecological trends as a marketing strategy. For the businessman, more than a limitation, sustainability is an opportunity for companies to create value for their shareholders. The talk was titled Why is Sustainable Fashion an Intelligent Business?Instead of conceiving ecological efforts as a marketing strategy, Kering considers them a responsibility. “I think people must be convinced to share this vision. We are a big corporation, but alone we cannot change anything, it is a matter of working in teams together with the public sphere, NPOs and other corporations”, said Pinault.Since 2005 the Kering group is working on transforming their operations. In this process, they have developed sustainable fabrics which come from cotton farms that comply with a specific ethics code; they included 15 advisors from ONGs to the company; created a laboratory of material innovation to develop new textiles; they dye Gucci leathers with a new process that reduces pollution and they allied with a technology business that develops innovative strategies to recycle fabrics.These efforts must be practical and economically sustainable for businesses. Kering has had the possibility of investing in these areas because it is a luxury company.For Pinault, the next generation of designers will have a tremendous impact on the industry because they are learning and debating on sustainability from the beginning.
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