14 DAY TRIAL // Victoria's Secret has adopted an eco-friendly attitude, after ForestEthics criticized its activity in 2004, stating that the major brand is responsible for wiping significant surfaces of woodland off the face of the Earth.
The company which triggered the admiration of millions of women from all parts of the Globe. Due to ForestEthics' intervention, catwalk fame turned into a walk of shame for the company's representatives.
Limited Brands is the “parent company” of Victoria's Secret. Its staff struggled to clean up the name of the enterprise after the green organization implied that their collections' success was at the environment's expense.
Therefore, Limited Brands made the decision to pay more attention on the amount of paper it uses to manufacture its catalogs. A program supervised by the Forest Stewardship Council worked in their favor and managed to indicate a progress, revealing that the brand has increased its eco-friendly strategies by 88%, compared to the 23% modest growth reflected in 2007.
According to the official from ForestEthics, Victoria's Secrets' representatives are witnessing an "exceptionally large rise", which refers only to the enterprise's ability of preserving paper.
"When ForestEthics strikes an agreement with a company, whether or not it's at the end of a confrontational campaign, we always hope that we'll still be doing great work together five years later."
"It doesn't always happen, but then again, not every company is as sincerely committed to reducing its impact on forests as Limited Brands," declared executive director Todd Paglia.
The company still has a lot of earth-friendly improvements to implement, since their collections didn't manage to bring a green inspirational touch, so far.
Even though fashion industry hides sometimes disturbing actions such as animal cruelty, in other cases major brand focus on proving that fashion can and has to be correlated with an eco-conscious attitude.
H&M, Marks&Spencer and Levi's have all joined efforts to prove that sustainability is the next major trend in the fashion industry. In order to remain competitive, Victoria's Secret will have to learn, improve and follow this path.