Veja Sneakers with a Conscience Essay

Corporate – level Strategy: Company doesn’t have a strong product line. Sale depends almost on fitness apparel and facilities for Yoga. However, thanks to high quality of product, company can has a big advantage comparing to other companies which produces similar kind of

Primark meets the corporate social responsibility to environment at large. Firstly, Primark establishes a partnership with CottonConnect aiming to improve the farming technique that growing cotton with fewer resources. In this way, the farmers can earn more money for themselves. Secondly, in order to promote a green production

Admittedly, more and more brands and retailers are taking action to respond to the ethical and sustainable issues. From the consumer side, there is an apparent growth of ethical purchase. Kate Spade, as an American luxury fashion brand, undergoes ethical enhancements of its manufacturing process in Africa. However, instead of transforming this approach into a charitable purpose, Kate Spade chooses to retain its high-quality standard and beautiful products to attract customers . This report will first focus on the elements Kate Spade practically supports in Africa, then review the performances of their program, using a comparable retailer’s moral action as a comparison. We will eventually conclude by examining the positive and negative impacts of such a policy for Kate Spade.

Robert Swan once said “the greatest threat to our planet is the belief that someone else will save it.” Two companies that understand this concept are Patagonia and Nike. How they address these issues regarding sustainable business practice vary, however. Both have made it their mission to deliver excellence and make the best quality products within their industries, Patagonia focussing more on outdoor active wear, while Nike is more sports oriented. Part of this process has been developing products from sustainable sources. Patagonia, for example, actively took a stand against chemical intensive cotton in 1994, and has since switched to less harmful means of organic cotton within all their cotton-based products. They are even going the extra

J.Crew as an iconic brand targeting young working professional by focusing on preppy and classy look failed in identifying brand focus. Also, their business model is performing poorly in the fast-fashion industry compare to traditional competitors, with its high prices, diverging quality, and undesirable brand image. Hence, the brand perception by customers has changed and many of them prefer to purchase the discounted products rather than full-priced items.

Bob Jeffcott’s article, “Sweat, Fire and Ethics” examines the problems surrounding the clothing industry and examines the world of sweatshops and the exploitation of women and girls around the world. Jeffcott writes regarding the harsh working conditions workers inhabit and what consumers can achieve to try and make a difference. His central focus is to educate consumers on the rampant problem of unsafe working conditions that goes on behind the scenes of major brands in today’s society. While Jeffcott successfully gets his point across by using historical examples to educate readers, emotionally drawing readers in, and presenting sensible solutions that consumers can do in order to support.

TenTree has created a product with the positioning to give customers clothing options that are environmentally and socially responsible. They promise to plant ten trees for every item purchased and only use factories that are approved by WRAP. (TenTree, n.d.) They also have a large selection of t-shirts, hoodies, sweaters, tanks, hats, and toques, in a variety of different colours and sizes. (TenTree, n.d.) Satisfying the customer wants for a wide variety of socially and environmentally responsible clothing has created functional-instrumental value for their customers.

The process is just as important as the materials used in the production. Alongside production technology innovations, brands such as Adidas and Nike have begun to use recycled materials in their shoes. The way to ‘do more with less’ will involve innovations in the types of materials used in products. Adidas has prototyped Primeknit shoes made from recovered ocean fishing nets while Nike is using recycled polyester, diverting plastic bottles from landfills. Furthermore Nike has begun to implement sustainability metrics into their material choice and product design. This helps to ensure that there is greater transparency to the trade-off’s that designers are making between functional performance and environmental impact. To ensure continuous superior product performance a business must drive product innovation as well as

Lululemon is the third leading speciality sports apparel store, behind Nike and Adidas (appendix 1), retailing for women and a small range of men. They have capitalised on the growing trend of fashionable gym and street clothes (Ibisworld, 2016). Their vision is “Elevating the world from mediocrity to greatness”, through their 350 stores and online store shipping to 80 countries (Lululemon, 2016). A SWOT analysis in appendix 2 reveals the sustainable niche of Lululemon’s market, while below demographics, social trends and environment macro-environmental factors are discussed due to their relevance to Lululemon as a modern brand, the others are outlined in appendix 3.

Nordstrom has continued to improve their dedication to the environment, steps such as: reducing carbon dioxide released into the air, using organic cottons and investing time and money into the discovery of more sustainable fabric clarification. Although many of these steps may seem like obvious choices so many large companies are still struggling to make the leap nordstrom has shown in these areas. The hunt for more sustainable fabrics is in hopes to lower the unlawfully logged forests and continue to encourage other brands, which they outsource from to be aware of how and where their fabric materials are made. The ethical decision to improve their own environmental practices and inspire other brands to do the same shows they care about the recent changes in society and are willing to form to these

There will always be that one or two patrons that are looking to save the environment and if the company can look to incorporate environmentally friendly designer clothing and accessories into the business, the business will be leading the future in clothing retail sales. For example, designer blue jeans become a designer purse; a designer silk shirt becomes a new designer pajama top. Reusing material is not a new idea however, creating new items from high-end designer clothing to create environmentally friendlier clothing or recycled designer clothing from the designer is, and if it is made exclusively for Christina’s Unique Clothing Store the company’s future is secured.

Patagonia’s value proposition is based on embedding environmental sustainability in every business decision it makes. Its core strategy is differentiation by focusing on durability and quality of products whilst minimising its carbon footprint and use of synthetic ingredients (what). The business model revolves around developing innovative technologies and influencing competitors and suppliers alike to adopt environmentally-friendly processes (how). Commitment to these causes while maintaining quality has allowed it to develop a loyal customer base amongst high income groups and athletes (who) and significantly increase customer’s willingness to pay.

The company motto is “Live the Dream” and they aim to fulfil their customers need and desire for comfortable clothes and equipment for travel and adventure sport. Kathmandu has described quality and performance as the key to their new design initiatives and they invest substantial resources that focuses on design, quality, technical development, merchandising and supplier management functions. They develop products that are

There are a large amount of social and environmental problems within the global apparel industry.

Although the company is very secretive about its process and value chain, we identify some large common denominators with the lingerie industry. La Perla, along with all major fashion houses relies on designers for the election of their fabrics and they play a major role on the election of suppliers. This is the first step into their value chain, assessing quality and selecting the best supplier for each line and product. Once the raw materials are in its warehouse the most important step occurs, the confection and cut of the fabric, this is done by experts and where La Perla focus is added value. Once the product is