More luxury brands have started to put themselves in philanthropic commitment. First to be considered is the company objectives responding to the current powerful trend of 'ECO-EVERYTHING'. Therefore, the objectives generates marketing strategies which can be measured vice versa.
When the brand apply Green Marketing as its strategy, the brand takes an opportunity to educate and engage its customers regarding the issue they concerned about (Ottman, 2011).
Gucci Group together with PPR contributed €10 million per year for sustainability initiative titled PPR Home. PPR is the collaboration of high growth global brands (For more information, please go to www.ppr.com). Following is what PPR Home is responsible for (PPR, 2011);
• Creative Sustainability Lab launched through partnership with Cradle-to-Cradle® to re-think and re-consider product and business development
• Offset of 2010 global CO2 emissions from PPR’s Luxury group, PUMA and PPR’s headquarters
• Initial steps by PUMA towards first-ever Environmental Profit and Loss (EP&L) account statement
• Annual €10 million budget indexed to dividend evolution
In other words, PPR website indicates that PPR Home focuses on setting a standard that reflects the new business practice which respond to innovative and sustainable economic model in Luxury, Sports&Lifetyles and Retail sectors.
Objectives alone impossibly complete the philanthropic commitment but marketing strategies are the directions.
"Chanel announced the launch of their Winted software, developed alongside Evea, for the use of packaging companies operating in the cosmetic market, to help implement eco-design practices and facilitate the development of more environmentally friendly solutions." (Doran, 2011)
Michel Dupuis, director of purchasing and packaging development strategy, said to Premium Beauty News that this innovation in packaging enhancement helps preserving the environment and creating a greater-good nature to the society.
The collaborative program between Giorgio Armani partnership with Geneva based Green Cross International is another strategy through the use of sponsorship. The collaboration intends to promote a clean drinking water. As I have mentioned before about the exclusivity and the use of rare ingredient from the sea of some luxury facial cream, it works just the same way as well for a clothing business that designers use sea leather or fine organic wovens.
"For every bottle of Acqua Di Giò and Acqua Di Gioia sold, Armani will provide 100 litres of clean drinking water per year to children and their communities, raising consumer awareness through the Acqua For Life campaign." (Doran, 2011)
With sustainable objectives and innovative marketing strategies which truly contribute to a better environment, I believe that Luxury brands will no longer be called selfish.
Bibliographies:
Doran, S. (2011). Luxury, Sustainability, PPR & Chanel. Available at: http://luxurysociety.com/articles/2011/03/luxury-sustainability-ppr-chanel (accessed 7 April 2011)
PPR An Adventure of Enterprise (2011). PPR Group's Sustainability Initiative PPR HOME to Set New Standard in Luxury, Sport & Lifestyle and Retail Sectors. Available at: http://www.ppr.com/en/press/press-releases/ppr-groups-sustainability-initiative-ppr-home-set-new-standard-luxury-sport-lif (Accessed 7 April 2011)
The Sustainable Luxury Forum (2011). PPR Group's Sustainability Initiative PPR HOME to Set New Standard in Luxury, Sport & Lifestyle and Retail Sectors. Available at: http://www.sustainableluxury.ch/?p=1888 (Accessed 7 April 2011)
Ottman, A. Jacquelyn (2011). The New Rules of Green Marketing.Sheffield: Greenleaf Publishing Limited.
Interesting!
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