Environmental sustainability is a hot topic among many consumers, so it is also becoming a trend for businesses of all types and sizes. Because the average consumer is more interested in saving the environment now than ever before, it’s important for companies to become sustainable to continue appealing to their target market. Failing to meet consumer needs is a good way to alienate your customers. Dolce & Gabbana is one of many companies that is making drastic changes to become more sustainable. Here are three reasons becoming more environmentally friendly is beneficial for Dolce & Gabbana.
1. Becoming Sustainable Meets Customer Needs
For many years, Dolce & Gabbana has been viewed as one of the most luxurious fashion houses in the world. The company has a huge following and offers some of the most upscale clothing available, but it has received a significant amount of backlash in recent years due to its use of real fur in many of its fashion pieces.
Dolce & Gabbana is pivoting to meet consumer needs by stopping the production of clothes using real furs. The brand understands that there is a large market for fur clothes, but many of its consumers are concerned with sustainability. Dolce & Gabbana is remedying this problem by committing to work with furriers in the future to produce faux fur clothes.
2. Becoming Sustainable Provides New Opportunities for Growth
Changing the way you do business doesn’t necessarily limit growth. In many cases, including that of Dolce & Gabbana, becoming sustainable actually provides new growth opportunities. For example, stopping the use of furs to make clothes did nothing to affect the company’s bottom line. Dolce & Gabbana continues to release clothing made of faux fur, so consumers get the same look and feel they crave from real fur.
However, this change made a huge impact on how the company is viewed by consumers. The decision to drop the use of real fur appeals to animal activist groups such as PETA. The change made the fashion brand more appealing to a wider audience, which then provided the brand with a new way to grow and draw in new consumers.
3. Sustainability Raises Brand Value
Anything that makes a business more appealing to its consumers increases the company’s brand value. As one of the hottest topics in the business world right now, sustainability is one of the top factors that affect a company’s brand. Consumers want to know that they are supporting a company that cares for the environment when they buy its products or services. Becoming sustainable draws in new customers, and therefore, it makes the company more profitable and enhances the brand.
Some companies choose to change to sustainable packaging options to help the environment. Others commit to using sustainable materials to create their products. Dolce & Gabbana is simply stopping the use of real fur when creating pieces of clothing. By altering its approach to fashion creation, the clothing giant is making a huge step in sustainability to make its brand more appealing to a wider audience of consumers.
Becoming sustainable is important for many companies. Consumers care about sustainability and are more likely to support businesses that share their values. Changing to a more sustainable model of business is challenging for many companies, but it also provides numerous rewards. By becoming more sustainable, Dolce & Gabbana receives the following advantages that preserve its history as a giant in the fashion industry and solidify its brand for the future. The change in material use may seem small, but it has a major impact on the feature of the company. Other businesses can use the same model to set themselves up for a more sustainable future.