Sustainability is increasingly a part of conversations with investors, business customers and consumers. A significant opportunity exists for luxury businesses of all sizes to build brand loyalty by engaging consumers with their sustainability stories. In particular, with consumer trust in smaller brands on the increase, there is a real impetus for small brands to articulate the social and environmental benefits of their products. However, moving beyond business and investor communications to share simple, inspiring stories of business endeavours on sustainability can be an uphill struggle.
Finding the sweet spot: Mulberry on bringing Sustainability to life for consumers
Mulberry took a creative, mindful approach to communicating its sustainability story with its ‘Made to Last’ event at London’s 2020 Fashion Week, inviting fashion industry sector insiders and customers to step inside its commitment to crafting responsible luxury and experience its brand ethos first hand. In particular, the company brought its craftsmanship to life by transporting Mulberry artisans from its Somerset factories to its Bond Street store to see the brand’s first 100% sustainable leather bag – the Portobello Tote – being made live.
Re-creating a production line in store was just one element of a visually engaging, interactive event that took visitors to the heart of Mulberry’s sustainability journey. Customers were able to try their hand at craft leather workshops, and hear a host of fashion sector talks covering topics such as the circular economy, responsible sourcing and carbon neutral manufacturing.
Beyond the Portobello Tote, visitors could also browse lovingly restored Mulberry bags donated by celebrity fans of the brand, and explore a new range of bags and outerwear inspired by circular design – the M Collection – crafted from a blend of ECONYL® regenerated nylon and sustainable cotton.
To provide a truly immersive experience, Mulberry’s holistic sustainability approach and brand commitments were reflected throughout the installation design, with the company opting for reusable displays, and a pop-up café from artisanal bakery Pophams.
“The event gave our customers a clear insight into the action we’ve already taken, as well as a clear vision of how we plan to develop our sustainability strategy and future legacy. Our interactive approach helped to cut through the complexity surrounding many of sustainability-related topics, and we hope demonstrated that even if we don’t yet have all the answers, we want to engage in the bigger conversations,” explains Charlotte O’Sullivan, Global Marketing & Digital Director, Mulberry.
Find out more: Mulberry Made to Last.
The Walpole British Luxury Sustainability Report is produced in association with Investec.