The Ganni Playbook
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The GANNI Playbook
'GANNI offers a blueprint for how to embed sustainability from within' RACHEL CERNANSKY, SUSTAINABILITY EDITOR, VOGUE BUSINESS This book is about what happened when a business leader decided not to bury his head in the sand about climate change; when he found the conversation with his kids about floods from melting ice caps too painful, since his success was wound up in their cause. This book asks what it means to force yourself to take a different business path, where the destination is a responsible and profit-making business. GANNI, the ruthlessly honest Scandinavian fashion brand, is driven by a mission to demonstrate the principles of responsible business, where greater purpose co-exists with financial ambitions. In The GANNI Playbook, co-founder Nicolaj Reffstrup unveils the strategies that propelled GANNI to international stardom (although he'd never say that about their journey), while candidly unravelling the cultural, operational and creative components required to construct a business that embraces an uncertain future. In an engaging conversation with esteemed industry writer Brooke Roberts-Islam, Reffstrup delves into the reality of fashion's carbon emissions and the accompanying sense of guilt associated with growth, openly discussing both triumphs and failures, while honestly acknowledging the trade-offs that come with the journey. The GANNI Playbook is the ultimate hands-on guide to managing a decisive, direct and unapologetic brand.
De impactmissie
Actueel en broodnodig handboek voor iedereen die zich binnen een commerciële organisatie met duurzaamheid bezighoudt. Werken aan sustainability in een commerciële organisatie is niet altijd makkelijk. Bedrijven zijn van oudsher gericht op financiële winst, wat vaak botst met de systemische verandering die nodig is voor duurzame bedrijfsvoering. Je zwemt tegen de stroom in en voelt de druk om duurzaamheid hoog op de agenda te krijgen. In De impactmissielaat Marlot Kiveron zien hoe je duurzaamheid in je organisatie verankert, weerstand overwint en tastbare verandering realiseert. Met haar zevenstappenmethode, gebaseerd op eigen ervaring en die van andere pioniers, Van het opstellen van een sterke businesscase tot het effectief samenwerken met partners: dit boek helpt je om het verschil te maken – binnen je organisatie én daarbuiten.
Marketing Fashion Third Edition
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity. The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse. The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth. There are also more examples of global fashion weeks and brand collaborations. The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters: Marketing Theory The Fashion Market Research & Planning Understanding the Customer Branding Promotion