MY CONCEPT

(AD139: VISUAL PROMOTION)

 

After having researched heavily into the way Gucci operate their Corporate Sustainability and Responsibility as a large luxury brand, I found out that they put in a lot of work into making sure they are in accordance with the law and further. 

CORPORATE SUSTAINABILITY & RESPONSIBILITY

Commitment

Gucci is working to strengthen its current commitment to be a progressive leader. This pathway involves the enhancement of key issues such as respect for human rights and employees, the environment and biodiversity, respect for stakeholders and the involvement of suppliers.

Policies & Principles

Gucci is committed to implementing a Social and Environmental Responsibility Management System that goes ‘beyond compliance’ with the law. This involves the adoption of the most important international standards, policies and procedures which define the guidelines of the company for the effective implementation, monitoring and continual improvement of its performances in terms of CSR and sustainability, both internally and along its supply chain.

People

The protection of all workers and human rights as well as the enhancement of the supply chain represent a fundamental pillar of our commitment in terms of social responsibility.

Environment

We have implemented a worldwide, eco-friendly program designed to progressively reduce the company’s impact on the environment.

Culture and philanthropy

Gucci’s longstanding commitment to the preservation and promotion of the arts and the solidarity initiatives.

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After looking into this I also found that Kering, the overarching group that Gucci is a part of, has an Ethical Strategy plan for 2025. This gave me the idea to create a sub-brand that is sustainable, encourages workers rights and an equal and higher pay and also the support of charities.

This subbrand would be a test run of this Ethical Strategy and would also be reusing the fabrics from previous Gucci collections. This would be to reduce waste. Furthermore I would like to have an element of exclusivity for my brand, such as limited production of garments, to allow for an increase in price. This would be to correspond with the way Gucci Kind would receive their money. I would like for the workers to be given a higher than minimum wage and equally amongst different genders and age. And then the rest of the income made from the collection would go straight to the charity that the collection would be supporting. 

All of these elements to my brand would be to reduce waste, both physical and emissions waste, to increase workers conditions and pay and to support charities. I would also like the sub-brand to support new and upcoming artists and creatives through promotion on campaigns and on Gucci Kind’s social media. 

 

References

1 “Corporate Sustainability and Responsibility” Gucci.com https://www.gucci.com/uk/en_gb/st/sustainability-landing

 

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