iii. secondary research on the fashion company (p

secondary research on the fashion company

a.

‘Our philosophy is to go beyond monetary return and consider ourselves responsible for your wellbeing, your family, your health, your time and the community.’ (Stellamccartney.com, 2021). Stella Mc Cartney’s various reports (Social Sustainability, Eco Impact, Circularity and Financial), adapted to the evolving Environmental, Social and Governance disclosure landscape, respond to the needs of stakeholders through cross-functional collaboration. With data reported in alignment with the United Nations guiding principles and the Sustainable Development Goals, the need for ongoing transparency is significantly valued. Through internal and external communications, the company states its willingness to improve employees wellbeing. (Emerald Insight, 2019)

Laurie J. Mullins proclaims in her book, Management and Organization, certain principles which are imperative to develop and implement an effective CSR strategy (Mullins, 2016). Some of these propositions align with Stella Mc Cartney’s business scheme.

Firstly, the company is aware of the environment it operates in. The activist brand pushes boundaries and challenges the status quo by reducing its ecological impact and aiming to have a positive one. For instance, the company refuses to use cotton sourced from Uzbekistan, Syria, or Turkmenistan, where there is a high risk for child forced labor.

Breakdown of 2019 EP&L results by Tier and Environmental impact Group, in euros ‘000s (ECO IMPACT REPORT, 2020)

The flow of key raw material and key manufacturing locations (ECO IMPACT REPORT, 2020.)

Moreover, no per-fluorinated compound, azo dyes or viscose from endangered forests are used in the manufacturing process of a product. (Stellamccartney. com, 2021) At the same time, the company understands the HR strategies that are crucial for employees: By offering ‘town hall’ meetings, so called communication sessions, the company improves communication across all departments and business units. Therapy sessions as well as mental health support are available in every office. (Service.gov.uk, 2021) With a diverse workforce where everyone is equally recognized, Stella Mc Cartney (STM) ensures fair wage. Groups who are more vulnerable to discrimination or exploitation such as migrant workers, receive additional support and protection from the company (ECO IMPACT REPORT, 2020). Through a collaborative approach, endemic supply chain issues are dealt with by involving local partner experts for a long-lasting change. Lastly, the company measures and evaluates the effectiveness of CSR through several meticulously curated tools. Environment Profit and Loss (EP&L) is a groundbreaking tool, developed by Kering which is used to account and monetize the impact of STM LTD on nature. In 2017, Stella Mc Cartney’s EP&L intensity was 16% lower than in 2015 despite total sales being 20% higher (Stellamccartney.com, 2021). Key performance indicators for activities relevant to the workplace and diversity are reported in the annual reports and financial statements of Stella Mc Cartney; such measures being: ethnic minorities, women ratio, strategic partners…

b.

events with universities (interview with UAL in Bond Street flagship store) ‘#ThereSheGrows’ social cam paign, raising awareness of the endangered ecosystem in Indo nesia. (Stella McCartney Cares, 2013) Donations to comic relief, battersa dogs & care home, Bioplanet… (Stellamccartney.com, 2021)

(Stellamccartney.com, 2021) No animal testing Certified paper and carboard packaging only Innovation: mushroom leather, ‘the RealReal circularity project’: repurposed garments through old stock fabrics or ocean plastics

(Service.gov.uk, 2021) reports annually to the Ethical Trading Initiative Release a modern slavery statement each year

(Service.gov.uk, 2021) 28,402,561 pounds in turnover in 2020

events with universities (interview with UAL in Bond Street flagship

‘#ThereSheGrows’ social campaign, raising awareness of the endangered ecosystem in Indonesia. (Stella McCartney Cares,

Donations to comic relief, battersa dogs & care home, Bioplanet… (Stellamccartney.com, 2021) 30 Stella Mc Cartney has the foundational requirement to turn a profit to be durable. Their ability to sustain themselves without the help of any external stakeholder is crucial. The brand can stay ahead of competition by reinvesting in the company and turning profit into value. The company must abide by the law, risking sanctions if not operating by the minimal ground rules. The LTD company is obliged to follow the fundamental notions of fair business practices. The ethical compliance to moral standards is not mandatory by law but strongly enhances the brand’s image and reputation throughout its stakeholders According to Archie Caroll, businesses are expected to ‘pays their fair share’. Through the idea of interconnectedness, Stella Mc Cartney gives back to society by participating in social activities that are not mandated or required by law.

Wind energy powered locations in the UK

Led lighting which uses 75% less energy in stores and offices PVC free

Organic cotton Fur free, leather free

Annual reports in the UK Legal law for worker’s rights

42 187 922 pounds in fixed assets 55 348 008 pounds in net liabilities

c.

However, certain limitations hinder the possibility of CSR practices amongst the Stella Mc Cartney company.

Biophysical limitations: scarcity of raw materials, climate change, pressure for environmental sustainability. Diverse Cultural Ethics: China enforces animal testing on perfumes and cosmetics. Unable to implement and sell its perfumes, due to contrasting ethics, the company faces an important potential loss of profit, hindering the firm’s financial performance. Competitive Advantage: the increase of production cost by accommodating to CSR practices, leading to a cascading effect that stakeholders of customers have to bear/ endure.

Labor Rights: fair wages, unionizing rights Global Pandemic: limits the company’s ability to interconnect with society through activities such as charity events, catwalks, competitions, giveaways…

d.

Employee reviews demonstrate a contrasting satisfaction in terms of bureaucratic management. With an overall sense of belonging, trust in colleagues and satisfaction at work, some mention an insufficiency in manager support and recognition. However inspiring and creative, the environment is suggested to have limited opportunities for progression. (Myworkdayjobs.com, 2016) Nevertheless, the idea of diversity and acceptance is cherished. ‘I love working in this store, I truly feel like I have my place here’ (Thomas, 2021), states a Stella Mc Cartney sales assistant, who previously had unfortunate work experiences in the industry for being an African American homosexual person.