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Fashion brands slammed by WWF report |
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Thursday, 29 November 2007 |
WWF launches ‘Deeper Luxury’ today. The new report examines the environmental and social record of some of the world’s top brands and ranks them on their ethical performance.
It looks at the top ten holding companies for luxury brands, including L’Oréal, Hermès, Tods, Tiffany & Co and Swatch. The companies have been ranked according to WWF’s own sustainability reporting, as well as the way they have been judged in the media and by NGOs.
This is the first time that anyone has conducted such an analysis, and none of these holding companies scored well. The data has been translated into numerical scores, to create a total maximum possible score of 100, and then graded between A+ and F.
The best performer, L’Oréal, scored a C+, many of its competitors failed even to achieve a pass grade.
WWF would like to see a sustainable luxury industry develop. Anthony Kleanthous, Senior Policy Adviser for WWF, said: ‘Luxury companies must do more to justify their value in an increasingly resource-constrained and unequal world. Despite strong commercial drivers for greater sustainability, luxury brands have been slow to recognise their responsibilities and opportunities.’
Based on its finding WWF asks celebrities not to promote or endorse environmentally damaging products.
Kleanthous explains: ‘The world of celebrity leads by example and generates an aspirational desire for branded products. These stars have the responsibility to make sure that the brands they are endorsing are not damaging the planet. Let’s face it, who wants to pay extra for a dirty brand?’
WWF is launching a new ‘Star Charter’ for celebrities to adopt, committing them to show what they, and the products they endorse, are made of.
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Last Updated ( Thursday, 29 November 2007 )
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