GUCCI handbags goes green
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09 jul 2009 - GUCCI handbags goes green
The luxury brand is getting more eco-friendly, but that could open its brands up to some unwanted scrutiny.
The Gucci handbags is going green big time next month, to coincide with the launch of a new movie about the plight of the planet Earth that is being sponsored by Gucci designer handbag, France’s PPR Group.
The movie, called “Home,” is by French aerial-photography specialist Yann Arthus-Bertrand, and will be released worldwide on June 5 in movie theaters and on TV in more than 80 countries - and especially online.
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Google has agreed to stream the high-definition movie on specially-dedicated YouTube pages for 10 days. In the U.S. it’s being distributed by Fox and will be shown on the National Geographic channel.
At a time when sales of gucci handbag wholesale are reeling from the economic slump, giving brands a green tinge amounts to a different - but potentially risky - way of keeping them in the public eye.
François-Henri Pinault, the CEO of PPR, whose $13 million sponsorship covered most of the movie’s costs, insists that he’s not supporting the project for its potential effects on business, but as part of a bigger commitment to reduce the company’s environmental impact.
“We’re not doing this for our revenues,” Pinault told Fortune. He acknowledges that there’s a risk for a consumer-goods company putting so much emphasis on ecology since it opens the various brands up to criticism of any production methods or products that don’t meet a high environmental standard.
“No brand is perfect,” Pinault says. “It’ll be the responsibility of the brands not to disappoint.” He gives one example: “I hope Frida (Giannini) will now say no to using fur.”
Whatever the motive, it’s an opportunity that the Gucci brand handbags aren’t letting pass by - and are eager to tell the world about their philanthropy. Profits from most of the products will be donated to a charity that Arthus-Bertrand founded.
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