How has Chloé become a leader in fighting greenwashing within the fashion industry?
Differentiating yourself in a saturated industry is not an easy job to do. To do so, companies sometimes have to take risks, anticipate future trends, and set commitments and goals that will help them to achieve their goals and become market leaders, even if this may involve a higher cost in the short term and directly affect traditional production methods.
Chloé’s decision came from the belief that companies need to reinvent themselves and take full responsibility and accountability for the impact they have on the planet and on all stakeholders. One of the main axes on which they based this new strategy was “women forward for a fairer future”. As we can see in the graph on the right, Chloé’s labor force is composed of 83% of women. Yet, these percentages alone do not tell us anything on the living and wage conditions of the brand’s employees. However, Chloé has also set a gender equality plan, ensuring that all of their employees benefit from fair wages and appropriate working conditions. On top of this, we find 69% of leadership positions are held by women. Furthermore, they established a Sustainability Board to track the progress of their plan with transparency.
Chloé’s 2021 sustainability report
The following chart summarizes Chloé’s sustainability vision. As we can see, the objectives are divided into 4 main blocks: people, sourcing, communities and planet.
Results show that the brand is performing at the desired levels on most of these objectives. However, as the brand's quality and CSR director Christoper Bocquet said at a conference on transparency at la Caserne that Lienzo had the opportunity to attend, “being transparent means communicating successes as well as areas where there is still work to be done.”
In conclusion, we can affirm that Chloé is an example to follow in terms of sustainability. Even being one of the companies that publishes the most information and sets the strictest goals, Chloé makes it clear that the road to sustainability is not a matter of days, that change does not happen overnight and that there are still many areas for improvement. Furthermore, they promise to set tougher goals annually to challenge themselves and harness creativity, making very clear their dedication and determination for change and a better world.