Thursday, 10 June 2010

Gucci Cuts The Fat And Goes Green - 10/6/10

With another green initiative, Gucci just announced that its packaging has been redesigned with FSC Certified paper and is 100% recyclable. This evolution has been motivated by The "Don’t Bag Indonesian Rainforests" campaign supported by 20 leading fashion brands including Valentino, Versace and Prada to protest against deforestation of Indonesian Rainforests. Gucci shoes will now be packaged in one piece of flannel instead of two and gift boxes will only be provided when requested. Gucci reported that it will also replace all of its mannequins with more eco-friendly options.

The Gucci group, along with YSL, Alexander McQueen, Stella McCartney and Balenciaga, have vowed by December 2010 to reduce the quantity of paper used for luxury packaging, eradicate their use of fiber from rainforests, and limit their purchasing to only recycled products, or those certified by the Forest Stewardship Council. According to Gucci’s Creative Director Frida Giannini, “this project proves that you sacrifice nothing creatively when working with environmentally friendly materials”.

Making another strategic move, Gucci have also decided to relocate their offices from London to Switzerland ‘to be closer to key markets in Paris, Milan and Florence, which is a loss for London in the high hitting luxury stacks.

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,