VMSD - November 2012 - (Page 8)
TG
THE GOODS
Edited by Anne DiNardo
GREEN BEINGS
AUTHENTICALLY GREEN
“To be green” is such an easy phrase to say, yet a hard line for a brand to truly walk. Many retail and restaurant brands promote sustainability in some format, but what does that really mean? I recently worked with a Brazilian cosmetics retailer, whose mantra is to manage, promote, produce and live as a sustainable business. At every touchpoint, they made holistic, eco-conscious decisions: each store would be completely sustainable, each product derived from local, natural Brazilian resources, every recyclable package made from recycled content, etc. For them, every moment needed to be meticulously, innately and unarguably responsible. But where does green start and stop? Is there a way to be earth friendly that’s honest and holistic and not just a marketing gesture? Many retailers and restaurants have an appetite for green, but not necessarily a sustainable platform. As consumers have greater awareness about the activities of a company, it’s important for retailers to evaluate their entire business model and determine their level of engagement. Sustainability requires a genuine effort focused on the abilities and values of your brand, the roots of which lie in being authentic.
ROBYN NOVAK, creative managing director
LEARNING TO WALK THE TALK
At the forefront of green retail is learning not to base decisions solely on calculated ROI, but with a more intuitive approach that recognizes that green retail environments provide a brand value. So much of retail design is about creating and reinforcing a brand’s mission and story and helping to craft a public perception. Being socially responsible and authentic in the eyes of the consumer continues to grow in importance. And green design touches more than just the store; it also involves packaging, manufacturing practices and products, as well as the touchpoints of the store. Patagonia’s “don’t buy this jacket” campaign is a great example of authenticity: The ad discloses the environmental impact that goes into the design of the product, and then explains that the company made sure that the jacket was long lasting and durable as an outcome. By encouraging consumers to buy only what they need, Patagonia shows that aligning its values with the values of its customers has a greater long-term impact on its brand – and on the environment.
AARON BIRNEY, design director/senior associate
FRCH Design Worldwide
Gensler
8 NOVEMBER 2012 | vmsd.com
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - November 2012
VMSD - November 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Teaching Moments
Thinking Inside the Box
Just Do Green
The Art of Design
Preview
Showroom
Ad Index
Checking Out
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