Kering, which owns brands such as Gucci, Balenciaga and lately Stella McCartney (the designer recently brought back her 50% stake in the company), is doubtlessly one of fashion’s conglomerates taking the biggest strides towards a sustainable future. With China being one of its biggest markets, getting customers in the country educated and on the same page with the group’s sustainability agenda is important. But this is not without its challenges.
Christina Dean, founder of Redress and co-founder of The R Collective and our Style Insider, compares it to the sustainable food industry: “There is a slightly different drive,” she said. “When you eat something you selfishly want to protect your health, but when you put something on your body, you are actually protecting other people’s health by not supporting bad toxic chemicals.”
For brands with sustainability initiatives, how could they get Chinese consumers to follow their progress? Does eco-friendly initiatives, sustainability or climate change matter to consumers in China?
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