The Mulberry Lily Zero Collection Shares 12 Earth-Friendly Styles
Laura McQuarrie — May 16, 2022 — Eco
References: mulberry & fashionunited.uk
Mulberry is working towards its goal of becoming net-zero by 2035 and it is now introducing its very first carbon-neutral collection with Lily Zero. This sustainably minded collection shares 12 styles that are carbon-neutral and made in Mulberry’s carbon-neutral Somerset factories with carbon-neutral leather sourced from a tannery in Germany that measures, reduces and offsets its carbon emissions.
Additionally, the luxury British label uses a Life Cycle Assessment to ensure that the styles are truly carbon-neutral from field to shop floor. This process considers all components of the luxury bags, as well as their packaging, transportation and more.
The collection introduces products like The Lily, a day-to-evening bag, as well as an augmented reality filter on Instagram that lets people immerse themselves in an ethereal world where they can virtually try on the bag.
Additionally, the luxury British label uses a Life Cycle Assessment to ensure that the styles are truly carbon-neutral from field to shop floor. This process considers all components of the luxury bags, as well as their packaging, transportation and more.
The collection introduces products like The Lily, a day-to-evening bag, as well as an augmented reality filter on Instagram that lets people immerse themselves in an ethereal world where they can virtually try on the bag.
Trend Themes
1. Carbon-neutral Luxury Products - The Mulberry Lily Zero collection showcases a trend towards carbon-neutral luxury products, offering an opportunity for luxury brands to differentiate themselves and appeal to eco-conscious consumers.
2. Sustainable Supply Chain Management - Mulberry's use of a Life Cycle Assessment to ensure carbon-neutrality from field to shop floor highlights a trend towards sustainable supply chain management, presenting an opportunity for businesses to assess their own supply chains and implement eco-friendly practices.
3. Augmented Reality Retail Experiences - Mulberry's introduction of an augmented reality filter on Instagram to virtually try on bags hints at a trend towards personalized augmented reality retail experiences, creating an opportunity for retailers to provide immersive and interactive experiences for their customers.
Industry Implications
1. Luxury Fashion - The carbon-neutral Mulberry Lily Zero collection showcases opportunities for the luxury fashion industry to innovate and differentiate themselves by offering eco-friendly products and utilizing sustainable practices in their supply chains.
2. Leather Goods Production - Mulberry's use of carbon-neutral leather sourced from a tannery in Germany that measures, reduces, and offsets its carbon emissions highlights a trend towards environmentally conscious leather production and presents opportunities for leather goods producers to implement similar practices.
3. Retail Technology - Mulberry's use of an augmented reality filter on Instagram to virtually try on bags presents opportunities for technology companies to develop more personalized and interactive retail experiences using augmented reality technology.
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