{"id":26683,"date":"2017-11-15T22:47:42","date_gmt":"2017-11-16T03:47:42","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/victoria-dont-keep-a-sustainable-supply-chain-story-a-secret\/"},"modified":"2017-11-15T22:51:05","modified_gmt":"2017-11-16T03:51:05","slug":"victoria-dont-keep-a-sustainable-supply-chain-story-a-secret","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/victoria-dont-keep-a-sustainable-supply-chain-story-a-secret\/","title":{"rendered":"Victoria, Don\u2019t Keep a Sustainable Supply Chain Story a Secret"},"content":{"rendered":"

Why Victoria Cares <\/u><\/strong><\/p>\n

At the beginning of 2017 Victoria\u2019s Secret published a policy statement on its website in response to the Rainforest Action Network\u2019s (RAN) \u201cOut of Fashion\u201d campaign, that called for the reduction of man- made cellulostic fibers that are procured via methods that lead to significant deforestation [1,2]. Such forest- based fibers include rayon, viscose and modal, which are materials commonly used by many popular fashion retailers. RAN\u2019s campaign specifically called on several large fashion retailers to critically assess their supply chains and work to stop contracting with suppliers that exercise unsustainable forestry practices to produce cellulostic fibers [3]. RAN\u2019s call to action merited the attention of Victoria\u2019s Secret for several reasons:<\/p>\n

    \n
  1. Ethical Responsibility:<\/strong> Deforestation contributes to climate change and, when presented with the option, Victoria\u2019s Secret has an ethical responsibility to make choices that will reduce its carbon footprint [4].<\/li>\n
  2. Growing Awareness and Preference: <\/strong>Due to increased messaging from watchdog agencies, consumers are becoming more aware of companies participating in unsustainable business practices. Further, several studies examining the buying preferences of millennial customers have shown that they display a preference toward sustainable brands and are even willing to pay a premium for sustainably sourced products [5].<\/li>\n
  3. Future forest and land scarcity will lead to rising prices: <\/strong>With increasing government regulations and increasing demand for land, deforestation sourcing practices will become more costly to suppliers. As a result of the increasing scarcity of land, suppliers are likely to increase the price of raw materials that stem from deforestation.<\/li>\n<\/ol>\n

    A Swift Response <\/u><\/strong><\/p>\n

    Victoria\u2019s Secret, led by parent company L Brands, was swift to respond to RAN\u2019s call to action. RAN publicly acknowledged these efforts on their website and called on more companies to follow suit. In a statement Victoria\u2019s Secret issued, they committed to the responsible sourcing of man- made cellulosic fibers. They are working with suppliers to ensure they do not knowingly source fabrics that contribute to deforestation. They hope to achieve this goal by the end of 2017. Their L Brands Forest Products Procurement Policy states that the Company will show preference to suppliers that use a variety of more sustainable supply chain practices [6].<\/p>\n

    In the medium term the Policy states that with regard to incumbent suppliers, failure to provide information or engage in identified improvements will result in non-renewal of contracts and may result in contract termination. L Brands closes the Policy document by stating that they are committed to the continuous improvement to further long term environmental, social and economic practices [2,6].<\/p>\n

    RAN\u2019s \u201cOut of Fashion\u201d Campaign Could be in Vogue:<\/u><\/strong><\/p>\n

    Firstly, Victoria\u2019s Secret and L Brands should be applauded for their commitments to sustainability in response to RAN. As an early responder amongst retail giants, the company\u2019s actions set a positive example for others. Victoria\u2019s Secret has an opportunity to rise even more prominently, however, in response to RAN\u2019s challenge.<\/p>\n

    Victoria\u2019s Secret could use the RAN campaign as an impetus to tweak their product lines to meet changing consumer demands. After L Brands\u2019 most recent earnings report showed a decline in same store sales, analysts noted that a survey of customers with waning affection for the Victoria\u2019s Secret brand cited that the brand felt \u201cforced\u201d or \u201cfake\u201d [7].<\/p>\n

    In the short term, Victoria\u2019s Secret should launch a consumer facing campaign and announce firm targets around their efforts to convert to forest- friendly materials. The Victoria\u2019s Secret Angels serve as powerful influencers amongst millennials and the company should leverage this platform and visibility to educate consumers about the positive environmental impact that they are striving toward by switching to sustainably sourced materials. To supplement the campaign, the Company could introduce a line made entirely of forest- friendly materials in tandem with untouched photos responding consumer desires for a more natural look. In addition to revising the look of the apparel to be more aligned with consumer preferences, the campaign would provide an opportunity for millennials to shop in a more eco- conscious manner\u2014something surveys have revealed they are willing to pay for [5].<\/p>\n

    In the medium term, Victoria\u2019s Secret should continuously gather consumer insights regarding forest friendly materials and develop additional product lines using sustainable materials. Not only should Victoria\u2019s Secret show preference toward more sustainable cellulostic fiber suppliers but they should actively work to move toward more sustainable raw materials and recycled materials. As a longstanding giant in the industry, they have the ability to leverage their scale to lead the industry toward a more sustainable supply chain.<\/p>\n

    If a Tree Doesn\u2019t Fall in a Forest and No One Sees it\u2026<\/u><\/strong><\/p>\n

    Given that Victoria\u2019s Secret is known for its intimate apparel, which is not visible to the public eye, does the sustainability value proposition still hold for millennials who might be looking to display their eco-conscious values more publicly?<\/p>\n

    Word Count: 800<\/p>\n

     <\/p>\n

    Sources: <\/strong><\/p>\n

      \n
    1. Ellen Wulfhorst, \u201cExclusive: Lingerie maker Victoria\u2019s Secret looks to uncover supply chain issues\u201d Reuters, January 19, 2017. http:\/\/www.reuters.com\/article\/us-fashion-landrights-victoriassecret-ex\/exclusive-lingerie-maker-victorias-secret-looks-to-uncover-supply-chain-issues-idUSKBN153372<\/a> Accessed November 12th<\/sup>, 2017<\/li>\n
    2. L Brands, \u201cForest Products\u201d https:\/\/www.lb.com\/responsibility\/environment\/paper-and-forest-products<\/a>) Accessed November 11th, <\/sup>2017<\/li>\n
    3. Christy Tennery-Spalding, \u201cIntroducing: Out of Fasion\u201d, The Understory, September 4th<\/sup>, 2014. https:\/\/www.ran.org\/introducing_out_of_fashion_a_campaign_for_forest_friendly_fabrics<\/a><\/li>\n
    4. Lauren Bennett, \u201cDeforestation and Climate Change\u201d, Climate Institute, April 18 2017. http:\/\/climate.org\/deforestation-and-climate-change\/<\/a> Accessed November 12th<\/sup> 2017<\/li>\n
    5. Neilson Global Research, \u201cGreen Generation: Millennials Say Sustainability is a Shopping Priority\u201d November 5, 2015. (http:\/\/www.nielsen.com\/us\/en\/insights\/news\/2015\/green-generation-millennials-say-sustainability-is-a-shopping-priority.html<\/a>) Accessed November 14th<\/sup> 2017<\/li>\n
    6. L Brands, \u201cForest Products Policy\u201d https:\/\/www.lb.com\/binaries\/content\/assets\/pdfs\/responsibility\/environment\/lb-forest-products-policy-dec2015_gc_trm_rancmts_v4_no-header_web.pdf<\/a> Accessed November 11th<\/sup> 2017<\/li>\n
    7. Tonya Garcia, \u201cVictoria\u2019s Secret losing customers on price and bralettes won\u2019t bring them back\u201d Market Watch. September 14th<\/sup>, 2017. https:\/\/www.marketwatch.com\/story\/victorias-secret-losing-customers-on-price-and-bralettes-wont-bring-them-back-study-says-2017-09-13<\/a> Accessed November 14th<\/sup> 2017<\/li>\n<\/ol>\n

       <\/p>\n","protected":false},"excerpt":{"rendered":"

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