Puma continues to lead as eco-innovator for the sportswear industry having recently launched its first close-loop collection of footwear, apparel, and accessories, InCycle.
All products from the InCycle collection are either entirely biodegradable and/or recyclable. The collection ranges from biodegradable tees and sneakers, as well as recyclable track jackets and backpacks.
In addition to the new eco-friendly collection, Puma continues to raise the eco-conscious bar in the apparel industry with its new marketing campaign, Bring Me Back, launched in conjunction with the new InCycle apparel line. Bring Me Back encourages Puma consumers to recycle their used clothing, accessories, and shoes from any brand by bringing the product back to one of Puma's recycled bins installed in Puma stores.
Taking the lead in sustainability is nothing new for Puma, you may recall when in 2010 Puma made its first bold sustainability statement with the introduction of the Clever Little Bag. The Clever Little Bag is a bag Puma designed in collaboration with Fuseproject. The bag contains 65% less cardboard by using a bag made of recycled plastic as the outer layer instead of the usual cardboard that is placed on top of most shoe boxes. Puma also eliminated all plastic and tissue that typically comes in the shoe box.
You can log into the Puma website and read the company's Life Cycle Analysis which highlights all the positive differences this packaging has made in terms of carbon dioxide emissions, energy use, paper waste, etc. For those of you still not aware of this innovative, packaging concept from Puma and how the packaging was developed, here's a quick video:
Puma continues to do what many other retailers only dapple their feet or give lip service to doing...which is showing how much they truly care about their customers and future generations of customers by not only creating top-performing, quality driven product in their apparel category, but investing money to create innovation at all levels of the product life-cycle (production, packaging, marketing, and retail).
This is where the real magic of corporate sustainability happens...creating sustained perceived value of your product and brands in the eyes of your consumers, pushing your organization far ahead of your competition with innovative products, merchandising, and marketing ideas, and establish an environment of "care" in the way your communicate to your customers. When customers believe your company and/or brand really cares about the quality of their lives, those customers become and remain loyal consumers.
Puma also understands that innovation does not stop with product launch, but includes analysis and follow up which can translate back into more products that address their consumers needs and interests as well as build leaner and more cost-driven processes in the long run for Puma. This is what I call a win-win scenario. Puma continues to create a standard of how innovation and corporate responsibility build strong competitive advantages, enhances market share and increases profits.
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