HOW TO GO GREEN(ER): A STEP-BY-STEP GUIDE

BECOMING ‘SUSTAINABLE’ MEANS RETHINKING ALL ASPECTS OF YOUR BUSINESS, FROM PRODUCTS TO STORE MANAGEMENT, WITH AN ETHICAL ATTITUDE. WeAr 'S SUSTAINABILITY SPECIALIST OFFERS SOME TIPS

REPORT

The idea of making adjustments to accommodate sustainable values may seem like a daunting task, but it really isn’t: sustainability is largely based on common sense with a little bit of compromise. The good news is that, contrary to what you might believe, going green often leads to a reduction in costs, too.

PRODUCTS:

Your favorite brands probably already have green programs: a new line, sustainable fabrics, traceable suppliers, environmental and/or social engagement. Ask them to provide you with information.

For 100% eco products, there’s a wide choice of brands with an eco-friendly DNA. But where possible it’s best to offer local brands with locally made products – plus they often propose timeless basics that will sell regardless of the season. Check the certifications: make a list of the most common ones and find out what they mean exactly – it will save you a lot of misunderstanding in the future.

COMMUNICATION:

Get as much information as possible about their sustainability commitments and technical details about the products.

Find better ways of working together towards reducing the environmental footprint, through reducing packaging, enlisting greener transportation, optimizing stocks/ reorder management, etc.

Share customers’ feedback on eco products with your suppliers.

Encourage your sales force to read up on sustainable fashion in order to understand its principles (and be able to answer customers’ queries). Useful websites include www.commonobjective.co and fashionforgood.com.

Provide sales associates with fact sheets containing maximum information and technical details on every product. Present the green selection with its key characteristics.

A glossary explaining the main terms used and common certifications is very useful (many are available online).

Involve the team in your other environmental-related actions in the shop.

You can mark the eco products with a special logo on the tags. This can include 100% eco-products, or those with only one sustainable feature. But the sustainable argument must be clearly and honestly justified!

Organize events: product presentations, screenings of films on sustainability, book signings, an eco-café for discussions. Invite a local NGO or a passionate advocate; dream up a partnership with a florist or an organic food shop from the neighborhood…

Leftovers are a resource – why not organize a sewing studio for a day or two with a dressmaker, where people can customize, repair or upcycle clothes?

See our ‘Green Marketing’ report in the current issue for more tips on how to communicate on sustainability.

THE BRICK-AND-MORTAR SPACE:

Think “5 Rs”: reduce; reuse; renewable; recycle; repurpose.

Consider modular furniture that allows you to change your interior design easily without shopping for new items.

Look for certifications when you buy furniture and fixtures, such as sustainably managed forests for the wood, non-toxic or ecolabels for paints, etc.

LED lights consume very little energy. Don't hesitate to invest in a modular one that you can adapt and use for a long time, and recycle it at the furnisher when you have finished with it, since it is very toxic.

On the shop floor / the e-store:

With the team:

With your brands:

Waste: Reduce as much as possible (especially through rethinking packaging – see our ‘Quite a Package’ report for more on this), and recycle whatever you can (cardboard, plastic and so on).

Water: Choose low-flow taps and water-saving sanitary facilities.