Printemps launches its new responsible strategy

From September 2, the slogan “United towards the beautiful responsible” will appear in all Printemps windows throughout France. The department store network will take this opportunity to highlight a series of products and brands responding to ethical approaches on social and environmental levels.

The new label will cover all the market segments offered at Printemps – Le Printemps

To promote the approach, until the end of October, the Printemps showcases will benefit from sculptures by Atelier Laps, a duo of artists who work with raw materials such as wood, paper and fabric. In Paris, the Atrium space of the Printemps Haussmann store will be dedicated during this period to the Chloé brand. A strong choice, the label being also committed, with its new artistic director Gabriella Hearst in a transformation of its activity which should lead it towards circularity. To signify this change, the place within Printemps will be “an open space whose facades will be dressed in soft clay. Carefully selected by the house, vintage furniture and tailor-made pieces made by local artisans. The Automne collection -Winter 2021 was thus guided by bold new concepts, more respectful of society and the planet “.

All the stores will also organize conferences on the themes of responsibility or circularity, as well as thematic workshops, such as product repair. Printemps also approached Emmaüs for the collection of clothing and accessories and decided to set up a micro-donation operation at the cash desk for the benefit of The GoodPlanet foundation of Yann Arthus Bertrand.

But “United towards the handsome manager” is much more than an operation for Le Printemps, a field on which its rival Galeries Lafayette has already expressed itself for several seasons. It is above all a new label that will be present in all sectors and all product categories of its stores and its website. And to identify these products, the Printemps teams have set up, with the specialized agency Imagin / able, a benchmark assessing the social and environmental approaches of fashion, interior, beauty and food companies. .

Evaluated on 22 points in 9 key themes (ethical and inclusive trade, social commitment, local commitment and promotion of know-how and innovation, organic and natural products, health and environment, biodiversity and animal welfare, circular economy, inclusive economy and finally responsible production and logistics), brands must achieve 30 points out of 100 to obtain the label.

For the time being, nearly 400 brands presented in the various departments of Printemps department stores will benefit from this label, which will be long-term and intends to gradually attract the majority of brands present in the department store. Symbol of this change, on September 22, at the top of its Haussmann store dedicated to women, the group will unveil its new floor entirely dedicated to the circular offer.

With these strong biases, Printemps, which claims to have been an avant-garde group in social issues in the past, intends to make its voice and its singularity heard on social and environmental issues.

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