9
SUSTAINABILITY Sustainability was a taboo subject when Stella launched in 2001, however the risky decision to be the first luxury sustainable brand to market has delivered high reward, especially since it is now a
Area of Sustainability The
Stella McCartney’s Current Activities Tool used to calculate the impact of their business on the environment (McCartney,
Environmental
2020). Enabling that innovation of new alternative materials, phasing out higher
Profit & Loss tool
impact materials or processes e.g., replacing the use of viscose from endangered
[EP&L]
forests for viscose from certified forests in (McCartney, 2020). Value created through constant improved efficiency of operations
‘megatrend’ (Hale, 2018). Since the Covid pandemic, the industry has seen
CleverCare
catastrophic disruption to its operations and has
programme 2017
Campaign educating people on the impact of washing, drying and taking care of garments on the environment
faced a reset to create a more transparent industry, accelerating sustainably focused business goals (Kent, 2020). Consumers’ concern for
2.5 INTERNAL ANALYSIS
sustainability has increased to the point that 56% of consumer say that sustainability is important when buying fashion items (Mintel, 2020)
The value of
After becoming an independent company in 2019 they launched new policies and
people: believe in
guidelines to their suppliers outlining requirements relating to social sustainability.
treating people
These include ‘our Code of Conduct, Responsible Sourcing Guide, Modern Slavery
fairly, with respect
Policy and Subcontracting Policy’ (McCartney, 2020). They became member of the
and dignity
of gender equality and rights for migrant workers (McCartney, 2020) (section 5.6).
therefore putting Stella in a good position to capitalize on and exploit this demand. Figure 2 : Stella McCartney’s Sustainable à acjvijes, (Eco Impact Report, 2020)
Ethical Trading Initiative [ETI] promoting workers rights and emphasis the importance
RealReal Programme Animal Welfare
Encourages resale and second life of clothing to prevent clothing contributing to landfill. Striving for long-term vision of a circular fashion industry (McCarteny, 2020) Strictly against animal testing and vegetarian. 2020 launched a faux fur containing 37% plant-based content therefore reducing use of petroleum-based materials, which contribute to GHG (McCartney, 2020)
