Cork is one of the most sustainable natural materials extant. Portugal supplies about two thirds of the world's cork, but the increased use of plastic bottle stoppers for wine, instead of cork, poses a threat to the country's industry. This post presents some data around cork and describes the bigger picture. The follow up post will look at how innovative uses of cork find application in fashion.
Already early last year the Swedish Fast Fashion retailer H&M announced the placement of test orders for garments from Ethiopian and Kenyan suppliers. And they're not even the first ones: Retailers such as Tesco and Walmart seem to have gone down that lane already some time ago.
The design stage is usually the longest, most expensive and riskiest part of the chain. Additionally, research has shown that at least an estimated 80% of a product's environmental (and to a lesser degree also social) impact is locked at the design stage into a product. By integrating the product design with the supply chain, companies can compress non-value adding time and costs in their supply chains, increase responsiveness and mitigate supply chain risks – while simultaneously managing (improving) their sustainability performance without added costs or efforts.
Mid last year, an interesting campaign piece was delivered to my mailbox: London based Offset Warehouse launched a capsule collection of T-shirts retailing at £4.99 (app. Euro 6, plus P&P). Now, the point is, that even if these T-shirt were sold through a major retailer, they would hardly have retailed at more than £10 - and this at a vastly superior quality then is often case.
Can marketing be ethical? Far too many times I am asked this question or come across people who strongly believe that marketing simply cannot. Actually, still today, for many, marketing is evil. I think that this conviction is the result of two main factors.
On September 12 to 14, I attended the European Business Ethics Network (EBEN) yearly conference in Lille, France. The theme of this year’s edition was ‘License to Operate’. I and my colleague Ilaria Pasquinelli, both presented a research paper, focused on sustainability and value generation in the fashion industry, and the status quo of knowledge on sustainable consumption habits respectively.