Report: adidas Leads Best "Green" Apparel Brands

6/19/2013
Interbrand released its 2013 Best Global Green Brands report, which examines the gap between a corporation's environmental practices and consumers' perceptions of those practices.

When identifying the top 50 Best Global Green Brands each year, Interbrand starts with the 100 brands that make up its annual Best Global Brands report. Interbrand then conducts extensive consumer research to capture public perception of the brand's sustainable or green practices and compares that to environmental sustainability performance data provided by Deloitte — data that is based upon publicly available information.

"What makes the annual Best Global Green Brands report unique and valuable is that it examines performance and perception in action," said Jez Frampton, global CEO of Interbrand. "The report provides leading brands with the insights they need to develop robust strategies — strategies that will not only drive their businesses forward, but also have a positive impact on the environment and communities in which those businesses operate."

Sustainable fast fashion: adidas, Nike, H&M, and ZARA are this year's top apparel/retail brands
With the magnifying glass of social media hovering over apparel and retail brands, supply chain has graduated from a means of creating efficiency and lowering cost to a real indication of what these brands stands for. adidas (#15), Nike (#31), H&M (#42), and ZARA (#48) are the top ranking retail/apparel brands in this year's report. Now, more than ever before, such brands are being held responsible for the quality and safety of their factories around the world.

adidas is closely scrutinizing its supply chain, Nike has become more water- and-energy efficient, H&M has signed onto the Accord on Fire and Building Safety, and ZARA built an eco-friendly store in New York that features motion detectors to reduce energy consumption.

David Pearson, Deloitte's global sustainability leader, notes, "Sustainability continues to assert itself on the business agenda. Customers and stakeholders are holding businesses more and more accountable for sustainability performance, and businesses are working hard to ensure that their external perception reflects their internal efforts. Leading global brands are thus showing increased focus and innovation in the sustainability realm — leading to improved programs and reporting."
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