Renowned Danish fashion brand GANNI continues its global expansion by setting its sights on China’s vibrant fashion landscape. In a strategic move, GANNI has opened its latest retail store in Chengdu, the bustling metropolis known for its sophisticated fashion scene and thriving consumer culture. The brand’s commitment to sustainability shines through this expansion, as it seeks to resonate with environmentally-conscious Chinese consumers.
With its playful candy-like colours and a strong emphasis on responsible fashion practices, the GANNI store in Chengdu is poised to create a lasting impact on the city’s fashion enthusiasts.
GANNI’s Ethos of Sustainability:
At the core of GANNI’s mission lies a genuine commitment to sustainability. The brand understands the paradox of the fashion industry’s reliance on newness and consumption, and it has embraced the challenge of becoming a more responsible version of itself. GANNI acknowledges that sustainability is not a one-time goal but an ongoing journey of continuous improvement. Through transparent reporting, the brand demonstrates its dedication to minimizing social and environmental impacts across its entire business.
The Shift to Carbon Insetting:
GANNI’s move towards carbon insetting exemplifies its progressive approach to addressing its carbon footprint. The brand has recognized the limitations of traditional carbon offsetting methods and is now directly investing in decarbonizing its supply chain. By partnering with suppliers and investing in clean energy solutions like solar panels, GANNI aims to reduce its greenhouse gas emissions while promoting a more sustainable supply chain. This commitment extends to a bold target of 50% absolute carbon reduction by 2027, signalling GANNI’s determination to lead by example in the global fashion industry.
Traceability and Transparency:
As GANNI expands its footprint to Chengdu, it continues to uphold its principles of transparency and traceability. With 100% traceability on Stages 1-4 of their supply chain, GANNI knows who makes their clothes and is taking responsibility for the conditions in which their products are manufactured. By publishing supplier information through the Open Supplier Hub, the brand invites consumers to join them on their sustainability journey and drives greater transparency within the industry.
Designing for Circularity:
The Chengdu store reflects GANNI’s dedication to circular fashion practices. The brand designs with circularity in mind, aiming to create products that can be recycled, upcycled, or have extended lifecycles. By embracing circular business models, GANNI reduces its contribution to the growing problem of fashion waste and promotes more conscious consumption.
GANNI’s Vision for China’s Fashion Future:
As GANNI establishes itself in China, the brand embraces the country’s dynamic fashion culture, blending Danish chic with the tastes of Chinese consumers. CEO Andrea Baldo believes that the rapidly expanding market presents ample opportunities for GANNI to flourish, captivating a diverse audience of style-conscious individuals seeking contemporary and premium fashion choices.
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All images in this article are courtesy of GANNI.
