GANNI's new skin: Towards responsible fashion (A)

The case examines the sustainability journey of the Danish ready-to-wear fashion brand GANNI, focusing on a pivotal decision. In April 2019, Lauren Bartley, the head of sustainability and CSR, proposed to the executive team to phase out the use of virgin leather across GANNI's entire range of clothing, accessories, and footwear. The aim was to replace it with environmentally friendly alternatives such as recycled leather and bio-based materials. By phasing out leather, Lauren expected to reduce GANNI's carbon footprint by 10-20%, a necessary condition to meet the company's emissions targets, part of GANNI's new comprehensive sustainability strategy called "The Gameplan". The case describes GANNI's strategy, positioning, and operations, and students can explore how this decision would affect them, and how to implement it. How can Lauren gain support across the company, especially from the design and production teams? Can she find suitable replacement materials and source them at scale? How will she address issues such as increased costs, supplier buy-in, and alignment with other key stakeholders such as wholesalers and customers? And how to balance the game plan with the company's ambitious growth targets?

Collection: IESE (España)
Ref: SM-1752-E
Number of pages: 22
Publication Date: Jan 26, 2024
Language: English

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Description

The case examines the sustainability journey of the Danish ready-to-wear fashion brand GANNI, focusing on a pivotal decision. In April 2019, Lauren Bartley, the head of sustainability and CSR, proposed to the executive team to phase out the use of virgin leather across GANNI's entire range of clothing, accessories, and footwear. The aim was to replace it with environmentally friendly alternatives such as recycled leather and bio-based materials. By phasing out leather, Lauren expected to reduce GANNI's carbon footprint by 10-20%, a necessary condition to meet the company's emissions targets, part of GANNI's new comprehensive sustainability strategy called "The Gameplan". The case describes GANNI's strategy, positioning, and operations, and students can explore how this decision would affect them, and how to implement it. How can Lauren gain support across the company, especially from the design and production teams? Can she find suitable replacement materials and source them at scale? How will she address issues such as increased costs, supplier buy-in, and alignment with other key stakeholders such as wholesalers and customers? And how to balance the game plan with the company's ambitious growth targets?
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Year: 2019-2024
Geographic Setting: Denmark, Global
Industry Setting: Cosmetic, Fashion and Jewelry

Learning Objective

This case is intended for executives, managers, and graduate-level students in a strategy or management course that focuses on issues of sustainability in business at both the strategic and operational level, as well as courses on strategy dealing in implementation and organizational changeand execution of strategy. The core aim of the case study is to present the challenges facing a company that, within the framework of a comprehensive sustainability strategy, wants to carry out a major sustainability project with a significant impact on the business. Concretely, the case's goals are: - Understand the challenges of sustainable transition for fashion companies in the fashion industry. - Identify the key drivers of decarbonization in the industry.

GANNI's new skin: Towards responsible fashion (A)

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"GANNI's new skin: Towards responsible fashion (A)"