GANNI's New Skin: Towards Responsible Fashion - Teaching note

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: SMT-150-E
Format: PDF
Number of pages: 15
Publication Date: Jun 27, 2024
Language: English

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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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"GANNI's New Skin: Towards Responsible Fashion - Teaching note"