Will Chinese luxury consumers follow Kering’s eco-friendly lead ?
The luxury parent company is fuelling a push to make luxury more sustainable
This article was written by Yiling Pan and originally published in Jing Daily
Kering is taking a gatekeeper’s role in forming and cultivating a culture of sustainable and eco-friendly consumption among Chinese luxury shoppers, as shown by the recent launch of its WeChat mini programme which introduces consumers to its renowned impact measurement tool, the Environmental Profit & Loss (EP&L) account.
Fresh push by Kering on China’s consumer-facing platform – WeChat
On October 14, the official WeChat account of Kering Group announced the launch of a mini programme named “My EP&L”, that teaches users how to use its signature environmental impact measurement tool to calculate the environmental impact of the luxury goods they have purchased.
By indicating the category, materials, sourcing of materials, and manufacturing region of a product (see image below), a user receives a score indicating the cost of environmental changes associated with the production of the goods, from raw material extraction to the sale.
Breaking down the calculation process into four simple steps also allows consumers to see the reality behind supply chains in the luxury and fashion industry so as to facilitate them to make lower impact decisions, according to the press statement released by the company.
Launching on WeChat, the country’s most powerful social media platform that currently sees more than 900 million monthly active users, the mini programme not only can reach designers, students, and apparel manufacturers as Kering originally planned, but has high potential to reach a broader audience. However, the question remains if Kering’s efforts to push sustainability as a modern consumer trend, as showcased by this informative and engaging mini programme, can truly resonate with Chinese consumers.