Kering’s mini-program, “My EP&L”, allows users to calculate the environmental “profit and loss” of their purchases. They can make more informed decisions based on a score that is broken down by materials, sourcing of materials, and the manufacturing region of a product. It offers tremendous transparency about the supply chain of a given luxury item.
Bonhomme says, “Kering’s informative and engaging mini program leads the new trend of CRS communication in the market. The campaign enabled the company to have a distinguished eco-friendly image among Chinese customers.”