Stella Mccartney Talks About The Turning Point Of Entrepreneurship

In 2007, Dr. Rajendra Kumar Pachauri, chairman of the United Nations Intergovernmental Panel on climate change (IPCC), discovered that the total amount of greenhouse gas emissions produced by the livestock industry accounted for 18% of the total emissions of the world, higher than that of the global pportation industry.

In the same year, IPCC, led by Dr. Pachauri and former US Vice President Al Gore, shared the Nobel Peace Prize for their contribution to solving climate change problems in their respective fields. The risks brought by climate change also entered a broader public view.

This link between slaughtering animals and climate change crises has pushed Stella McCartney teams to think more broadly about their business objectives.

Chief marketing officer Stephane Jaspar has worked in the company for more than 12 years. She recalled: "the links between animal rights and sustainable development have indeed been greatly encouraged by us.

At that time, every magazine launched a green theme.

This is indeed a turning point. "

"It would be interesting to think about these things with food."

Stella said, "our consumption of animals, whether dressed in animal fur or in animals, has caused unparalleled damage to the earth.

Every year people kill about 1000000 animals for food, but half of them are not eaten at all, and more than 500 thousand animals are slaughtered to make fashion.

"If you pay attention to your way of life, it is easy to find this connection.

You can't escape this layer of contact. "

"That's the link between food, disease and the environment," she said earnestly.

I like to think about it. This is the way I live. This is also the way I do business. "

Sustainable development has been adopted by this company as a guide and integrated into the corporate culture. It has also been reflected from the expert team created by Stella.

The expert team has adjusted the company's sustainable development policy and the basic management framework to ensure that the information of the brand is consistent with the purpose of the enterprise.

"Mankind is consuming five earth's resources to satisfy, but there is only one earth."

Claire Bergkamp, director of sustainable development at Stella McCartney, said she studied sustainable fashion and upgrading (London fashion and and) at the London Fashion Institute (London College of Fashion), and joined the company after graduation in 2012.

"What we need to do is not to consume the resources outside the" one earth ". If you want your company to last for a long time, this is what you need to do.

This has become the cornerstone of our company, and you can see it in every department and everything we do. "

Claire helped improve the company's sustainability declaration and put the Declaration on the company's website, making a clear commitment to do better in business activities.

Such a commitment naturally requires more extra effort, but Frederick Lukoff, the CEO of the company, says the company will make up for the rest in other ways.

"You and I both know that the fashion industry is never short of money, and you can spend whatever you can think of."

Frederick, who left Lanvin and joined Stella McCartney 6 years ago, said, "you can run a luxury.

Show, you can also buy countless pieces of embroidery in China.

But this is reflected in the cost.

For our own products, we choose to do some things instead of doing other things, and eventually we will get a balance.

This is a basic component of our model, so at the end of the day, we are not bound by it.

This is only part of reality. "

"The first time she met, she left a very deep impression on me."

Recalling, "aside from her talent, she has such tremendous power and ambition that she wants to really accomplish great things."

This is my intuition as a businessman.

It's because of her, her inner motivation and ambition. "

It is so clear that business objectives have been made so that Stella McCartney has great attraction and attracts the designers of identification with company's efforts in sustainability and climate change.

And experts in various fields.

"The first time she met, she left a very deep impression on me."

Frederick recalls, "aside from her talent, she has such tremendous power and ambition that she wants to really accomplish great things."

This is my intuition as a businessman.

It's because of her, her inner motivation and ambition. "

"For many companies, what they lack is this extra glittering point, or fear of trouble and risk avoidance."

Claire explains.

"And our company's sustainable development has truly integrated into the company's philosophy and has become our DNA.

Our CEO cares about this. The founder and the creative director care about this. The chief marketing officer also cares about this. It's really unusual.