2.5 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 ‘megatrend’ (Hale, 2018). Since the Covid pandemic, the industry has seen catastrophic disruption to its operations and has faced a reset to create a more transparent industry, accelerating sustainably focused business goals (Kent, 2020). Consumers’ concern for sustainability has increased to the point that 56% of consumer say that sustainability is important when buying fashion items (Mintel, 2020) 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)

Area of Sustainability

The Environmental Profit & Loss tool [EP&L]

CleverCare programme 2017 Stella McCartney’s Current Activities

Tool used to calculate the impact of their business on the environment (McCartney, 2020). Enabling that innovation of new alternative materials, phasing out higher impact materials or processes e.g., replacing the use of viscose from endangered forests for viscose from certified forests in (McCartney, 2020). Value created through constant improved efficiency of operations

Campaign educating people on the impact of washing, drying and taking care of garments on the environment

The value of people: believe in treating people fairly, with respect and dignity

RealReal Programme After becoming an independent company in 2019 they launched new policies and guidelines to their suppliers outlining requirements relating to social sustainability. These include ‘our Code of Conduct, Responsible Sourcing Guide, Modern Slavery Policy and Subcontracting Policy’ (McCartney, 2020). They became member of the Ethical Trading Initiative [ETI] promoting workers rights and emphasis the importance of gender equality and rights for migrant workers (McCartney, 2020) (section 5.6).

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)

Animal Welfare 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)