Leading luxury fashion brand Gucci goes green

07 Jun '10

6 min read

As part of the overall objective to limit its environmental impact Gucci is also taking this opportunity to rationalise its packaging offering in order to limit excess. Items will be shipped from the factory to stores in a more conscientious way. Shoes will be packed in one flannel instead of two. Gift boxes will only be given out when requested. Gucci is going to replace all of its mannequins with a new eco-friendly version, designed by Frida Giannini, made with shockproof polystyrene - a long-lasting and 100% recyclable raw material - fully made in Italy and finished with water-based paints.

Patrizio di Marco, President and CEO of Gucci, said: “The world's leading brands are rightly judged today not just on the quality of their products and services, but also on the way they act in the community and towards the environment. In 2004, Gucci took a leadership position in the industry by voluntarily initiating the certification process for Corporate Social Responsibility (SA 8000) across its supply chains. In the same year Gucci established a partnership with UNICEF, which in the last six years has generated more than US$ 8 million for its projects supporting disadvantaged children and women in sub-Saharan Africa Now. These are initiatives which are part of our values system just as we believe a concern for the environment needs to be."

Other sustainability actions being taken by the company include:
- the progressive substitution of printed collateral materials with E-Cards and E-Catalogues, with customers be offered a "go green" option when registering;
- the implementation of a transportation load optimization policy aimed to reduce truck transportation by 30% with a progressive shift from Euro 4 to Euro 5 transportation;
- the introduction of an energy saving program for the retail store network involving reduced lighting after hours, installed light detectors, switching to 35 W halogen bulbs;
- the testing of LED lights, the reviewing of composite stone versus marble;
- the use of composite veneer for the furniture production, instead of solid wood.

Through these various initiatives Gucci aims to achieve the following targets by the end of 2010:
- a reduction of 35 tons of plastic waste;
- a reduction of 1,400 tons of paper consumption (coming from the implementation of the new packaging,
the replacement of a cardboard box with a recyclable bag and the optimisation of paper consumption from catalogues and promotional materials);
- a reduction of about 10,000 tons of Co2 emissions;
- a reduction of about 4 millions litres of gas oil consumption.

Lafcadio Cortesi, Forest Campaign Director of the Rainforest Action Network (RAN), commented, "We are impressed with Gucci's actions to improve its environmental footprint. The company's decision to reduce its paper and wood consumption and only buy FSC Certified products will help protect Indonesian and other endangered forests around the world and sets an example for other companies in the luxury sector. “

In 2004, Gucci initiated a voluntary certification process for Corporate Social Responsibility (SA 8000), which has now been received for its leather goods, shoes, ready to wear, silk and jewelry supply chains. The certification validates the values of business ethics, respect for human rights, environment, workers' health, safety and rights and equal opportunities.

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