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Adidas talks brand realignment at APLF 2015
2015/4/13 10:28:37 Source: leathermag Author: 点击率:

Day two of APLF is about to wrap up and we just heard a talk from Mark Mangheli, senior director of materials sourcing, footwear, Adidas Group, about how the iconic brand is focusing more on lifestyle rather than performance products, and cementing itself as a 'fast fashion' brand.

But despite the shift, the underlying drive comes out of the group's definition of sustainability, detailed in four components: product (types of materials used and waste analysis), planet (environmental impact and lifecycle approach based on the Higg Index), people (strategies to engage, retain and attract talent) and partnerships (aligning with organisations like Leather Naturally and the Leather Working Group).

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