Concept and Vision
~ Encouraging Sustainable Consumption ~
Summary
          !       Facts and opportunity
          !       P.M. values and mission
          !       Unsustainable ...
Facts
   !    The way that people buy and consume products and services has profound implications
        for the future g...
Pelle Magna values and mission

  !   Values:

     ~ strong supporters of sustainable development and the UNEP:
       Li...
Unsustainable consumption




   !   “sustainable development” :
          ~ preservation of natural resources and protect...
Dissatisfaction and origins of consumerism
 “the appetite of our present materialism
  depends upon stirring up our wants ...
Shifting values and emerging best practices
 !   Aligning brand values with relevant
     consumer values:
      ~ increas...
New luxury consumer
 !   Luxury companies influence consumer behaviour by:

      ~ product design that can reduce the dir...
Sustainable Luxury
 !   Professionals in the luxury industry have an extraordinary opportunity to lead the
     way

 !   ...
EU Eco-label
!   effective instrument for sustainable marketing by best practice
    companies striving towards a sustaina...
Encouraging sustainability in wildlife trade
 !   25 EU member states represent world largest market for wildlife products...
“Life Cycle Thinking”
!   LCM aims to minimize environmental
    and socio economic burdens associated
    with product th...
Stakeholders = Partners




                          © Pelle Magna   13
10 Point Plan for sustainable brands
       !       Understand your brand
       !       Understand your consumers
       ...
Roadmap
Objective: development and production of luxury leather articles from sustainable
    resources
!   “SLDG” Partner...
“Sustainable Leather Development Group” partnership
 !   Businesses should make greater investments in design management, ...
References

     !        “Let them eat cake” report, WWF-UK, A. Kleanthous & J. Peck
     !        “Deeper Luxury” report...
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Pelle Magna Concept And Vision

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Pelle Magna first leading company of luxury leather goods made from responsible sources and traced to its origins. Responsible manufacturing practices, quality assurance ISO, Corporate Social Responsability, environmental and waste management are key requirements of our philosophy

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Pelle Magna Concept And Vision

  1. 1. Concept and Vision ~ Encouraging Sustainable Consumption ~
  2. 2. Summary !   Facts and opportunity !   P.M. values and mission !   Unsustainable consumption? !   Dissatisfaction and origins of consumerism !   Shifting values and emerging best practices !   New luxury consumer !   Sustainable Luxury !   EU Eco-label !   Encouraging sustainability in wildlife trade !   “Life Cycle Thinking” !   Stakeholders = Partners !   10 Point Plan for sustainable brands !   Roadmap !   “Sustainable Leather Development Group” partnership !   References © Pelle Magna 2
  3. 3. Facts !  The way that people buy and consume products and services has profound implications for the future generations !  We are consuming as if we had 3 planets but failing improve our wellbeing !  Poverty of the majority of world population and excessive consumption by the minority are the 2 major causes of environmental degradation !  Values are shifting at deep level, majority of consumers prefer social & environmental responsible brands !  There is a new growing consumer trend: the Sustainable Consumer !  In South East Asia, does exist sustainable sources (farms) of exotic skins (reptiles and fish) Opportunity !  Four out of five EU consumers would like to buy more environmentally friendly products, provided they are properly certified. !   Luxury brands have more visibility and can generate awareness to the society !   The world Luxury & Leather industries need to align towards sustainability © Pelle Magna 3
  4. 4. Pelle Magna values and mission !   Values: ~ strong supporters of sustainable development and the UNEP: Life Cycle Initiative ~ committed to play a role in helping drive the leather supply chain transformation through partnerships and best practices in developing countries !   Mission: ~ creators of fashionable and durable eco friendly luxury leather products ~ committed to deliver sustainable and affordable luxury goods to consumers © Pelle Magna 4
  5. 5. Unsustainable consumption !   “sustainable development” : ~ preservation of natural resources and protection of species ~ generation of greater human wellbeing without compromising the needs of future generations © Pelle Magna 5
  6. 6. Dissatisfaction and origins of consumerism “the appetite of our present materialism depends upon stirring up our wants but not satisfying them” !   Current trends: ~ shift from GDP to wellbeing ~ companies make ‘business case’ for sustainability ~ as individuals we strive to improve quality of life, both through our careers and the products or services on which we spend our money or our time © Pelle Magna 6
  7. 7. Shifting values and emerging best practices !   Aligning brand values with relevant consumer values: ~ increase brand relevance to consumer ~ differentiates from competitors ~ providing focus for communications campaigns ~ reduce the risk of reputational damage !   Consumer values are shifting at a deep level and preferring socially and environmentally responsible brands !   Mainstream brands are using sustainability to create value for consumers, shareholders and staff © Pelle Magna 7
  8. 8. New luxury consumer !   Luxury companies influence consumer behaviour by: ~ product design that can reduce the direct impacts of production and improve performance efficiency ~ example-setting that influences consumer behaviour by such means as advertising, the sponsorship of role models and the provision of user instructions !   The “clever money” is on companies which sign up their consumers to support them on their journey to sustainability !   70 % of French consumers agree totally with the statement: “ each one of us, is totally responsible for his actions regarding sustainable development” !   57 % of UK consumers have recommended a company on the basis of its responsible reputation © Pelle Magna 8
  9. 9. Sustainable Luxury !   Professionals in the luxury industry have an extraordinary opportunity to lead the way !   With booming sales and high margins, and an emphasis on consumer emotions, they have the resources and mandate to develop a more authentic and sustainable luxury !   Commercial advantages: ~ operational efficiency gains ~ enhanced employee relations, easier recruitment, motivated and loyal staff, better customer service ~ enhanced learning and innovation with higher productivity ~ more welcoming and accommodating local communities ~ enhanced brand reputation and trust ~ connections with associations and networks that generate new market intelligence and enable access to new markets ~ more secure and sustained supply of raw materials, by more motivated suppliers ~ improved relations with the financial sector (responsible investors and lenders) © Pelle Magna 9
  10. 10. EU Eco-label !   effective instrument for sustainable marketing by best practice companies striving towards a sustainable economy !   effective Eco-label marketing can drive a company’s success !   general sales message: is that your product fulfills a set of compelling criteria related to impact on environment, health and quality of use !   key arguments for your Flower labelled products: ~ lower environmental impact ~ better for health ~ strict criteria ~ verified by independent consultants ~ official certificate EU Commission !   provides a competitive advantage over competitors !   Eco marketing strategy depend specific distribution system and type of consumers group to address © Pelle Magna 10
  11. 11. Encouraging sustainability in wildlife trade !   25 EU member states represent world largest market for wildlife products accounting for 1/3 of legal global imports !   EU imports of wildlife products had an estimated declared value 80 billion Euro (2005) !   Illegal trade throughout the world of hundreds of millions animals & plants, threatens the species survival and environments, as well affecting their living communities !   International wildlife trade is regulated by the Convention on International Trade in Endangered Species of wild fauna and flora (CITES) !   Partners for sustainable wildlife trade: ~ European Union Enforcement Group ~ World Wildlife Fund – WWF International ~ CITES - Convention Inter. Trade Endangered Species ~ TRAFFIC - wildlife trade monitoring network ~ Greenpeace - global environmental organization © Pelle Magna 11
  12. 12. “Life Cycle Thinking” !   LCM aims to minimize environmental and socio economic burdens associated with product throughout its entire life cycle and value chain !   LCM is a management system collecting, structuring and disseminating product related information incorporating environmental, economic and social aspects of the product !   LCM can be adapted and gradually introduced in any organization. It needs commitment from top management and employees participation !   Is a dynamic and voluntary process which is best implemented by a step by step process and its in line with systems such as ISO 9001, ISO 14001 © Pelle Magna 12
  13. 13. Stakeholders = Partners © Pelle Magna 13
  14. 14. 10 Point Plan for sustainable brands !   Understand your brand !   Understand your consumers !   Get your house in order !   Corporate and Social Responsibility !   Innovate !   Motivate !   Collaborate !   Communicate !   Sign up your consumers to the sustainability journey !   Measure, monitor and report continuously © Pelle Magna 14
  15. 15. Roadmap Objective: development and production of luxury leather articles from sustainable resources !   “SLDG” Partners requirements: •  be wildlife farms, tanneries, designers, leather-goods manufacturers, EU Organizations, Wildlife and Fisheries Bureaus, WWF. •  supporter of the Sustainable Development •  provider of resources (financial, technical or material) !  Project requirements: •  become partner of the “Sustainable Leather Development Group” (SLDG) •  raw material project definition (skin type to develop or upgrade) •  clear technical development specifications •  complete assessment of partners facilities and resources •  “Life Cycle Management” implementation plan (UNEP) •  leather supply chain fully in line with EU standards (Eco label award) © Pelle Magna 15
  16. 16. “Sustainable Leather Development Group” partnership !   Businesses should make greater investments in design management, as well champion sustainable lifestyles to their consumers !   This must begin with a process of internal change, fostering sustainable business practices in all parts of the organization and its supply chain !   Subsequently, even greater environmental, social and economic gains will come as a result of better products and external communications !   With a combination of more sustainable products and effective communications, luxury brands can do well by doing good !   We have now an opportunity to decide start working towards this ambitious project in partnership between all different stakeholders to produce sustainable leather products from renewable resources. !   Pelle Magna will assist you, as consulting partner implementing these practices and helping you become a key supplier for this luxury brand. © Pelle Magna 16
  17. 17. References !   “Let them eat cake” report, WWF-UK, A. Kleanthous & J. Peck !   “Deeper Luxury” report, WWF-UK, A. Kleanthous & Jem Bendel !   Life Cycle Initiative guides, UNEP !   EU Eco label, European Commission’s Eco-label Scheme !   ISO 26000 Certification Web links •  www.panda.org •  www.traffic.org •  www.cites.org •  www.greenpeace.org Luis Ampuero - Leather Expert - www.linkedin.com/in/luisampuero © Pelle Magna 17

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