【WORLD MODE HOLDINGS】 Tips for promoting sustainability in the fashion industry learned from Starbucks
WORLD MODE HOLDINGS Press release: November 8, 2024 Tips for promoting sustainability in the fashion industry learned from Starbucks JASPA holds sustainability study session and exchange session
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approximately 70 major domestic and international fashion, watch and jewelry, and cosmetics brands, as well as domestic department stores, that aims to improve the social status of salespeople. We are promoting activities that support the long-term career development of sales staff. We also hold lectures and seminars mainly for member companies to help them find hints for solving various issues surrounding the industry. https://jasp-association.jp/
https://prcdn.freetls.fastly.net/release_image/10360/252/10360-252-a67fd2feb63c3b3e4026eef9e09f18b1-3047×2285.jpg Hironobu Shimizu JASPA Executive Director Manufacturing companies are taking the lead in sustainability initiatives in the fashion industry, and many companies are thinking about how to proceed with such initiatives, such as in-store expressions and the input of knowledge useful for sales staff’s customer service. Therefore, on Thursday, October 24, 2024, we held a meeting at the headquarters hall of Onward Holdings Co., Ltd., a JASPA board member company, with the aim of gaining hints from companies that are making progress in
sustainability initiatives beyond industry boundaries. A
sustainability study session and networking session, “Learn from Starbucks and Connect through Sustainability,” was held by JASPA. While listening to Mr. Takafumi Mizuguchi, Representative Director and CEO of Starbucks Coffee Japan Co., Ltd., Mr. Tatsuhiko Seki, Editor-in-Chief of FRaU, Mr. Chizuru Mukai, Director of Sustainability at WWD JAPAN/WMH Sustainability Advisor, and Mr. Yamauchi,
Sustainability Advisor at WMH. A lively discussion developed with Hideki facilitating the session. A total of nearly 200 people from various companies, mainly in the luxury, fashion, beauty, and department stores, participated in the study sessions held offline and online. After the lectures, we held a networking session where participants and speakers deepened their connections through sharing information and exchanging opinions in order to work as one in the industry to promote sustainability. JASPA Sustainability Study Group “Learn from Starbucks and connect through sustainability” Speaker ■Starbucks Coffee Japan Co., Ltd. Representative Director and CEO Takafumi Mizuguchi ■Kodansha “FRaU” Editor-in-Chief and Producer Tatsuhiko Seki ■WWD JAPAN Sustainability Director / World Mode Holdings Co., Ltd. Sustainability Advisor Chizuru Mukai Facilitator ■Part-time lecturer at Waseda University / World Mode Holdings Co., Ltd. Sustainability Advisor Hideki Yamauchi Following the opening remarks from JASPA Executive Director Hironobu Shimizu and a video message from Representative Director Emmanuel Pratt, the study session began. In the first half of the study session, Mr. Mizuguchi introduced the initiatives at Starbucks Coffee Japan. In the second half, the speakers held discussions on various themes. Emmanuel Pratt JASPA Representative Director Message “Responsible and sustainable fashion” is a big concept that is reshaping the industry. We aim to minimize negative environmental, social and economic impacts. As consumers become more conscious, brands are now demanding
sustainability, ethical practices and transparency. As the leader of Starbucks Coffee Japan, it is very interesting to hear from Mr. Mizuguchi, who has taken many sustainable development initiatives and has a different perspective than that of the fashion industry. Image
URL: https://prcdn.freetls.fastly.net/release_image/10360/252/10360-252-34a4805d3a3b00c2952e116f73e3bd11-2406×1925.jpg [Guest lecture: What kind of growth does Starbucks aim for?] • Connection between Starbucks and its partners Starbucks strives to balance a social conscience with continued corporate growth. At the center of the story are the employees (stores and support center (headquarters)) who deliver the Starbucks experience, whom we call “partners.” Through classroom lectures and dialogue, we share what Starbucks values, such as our MISSION and VALUES, and find ways to connect with what our partners personally value and set goals. By doing so, the goals themselves become personal, which ultimately leads to contribution to the company and individual growth. By properly sharing “why we are doing it” and “what values we value” rather than what we are doing, each person can make their own decisions.
https://prcdn.freetls.fastly.net/release_image/10360/252/10360-252-328267e80ffc28bfcc5df666aef914c2-2601×2081.jpg Starbucks Coffee Japan Co., Ltd. Representative Director and CEO Takafumi Mizuguchi Teamwork and communication are important in a cafe. We also praise self-motivated ownership. I think this applies to corporate organizations as well. We create connections by
understanding our customers, being close to them, and responding to them. There is no manual for customer service, and we respect people’s ability to express their individuality and connect in their own way. Sometimes things don’t go well, but unless you accept that, you won’t be able to express your individuality. • Initiatives for positive circulation born from empathy and ownership We are promoting sustainability by empathizing with the efforts of other stores and working together. When some stores tried to switch from disposable cups, 90% of stores recommended it, and the initiative spread to other stores, although it did increase the burden on partners such as washing up. At Gleaner Store Japan’s first store (Wadakura Fountain Park store in the Imperial Palace Gaien), which has a low
environmental impact, the store manager takes the lead in conducting store manager study abroad programs where store managers from other stores come to learn. Sharing best practices has become natural, and the idea of contributing to the success of those around you across roles and fields is important, which has led to the creation of an environment in which initiatives start spontaneously. • Promoting activities that connect with the local community We create stores that make local people feel proud of their hometown by making use of buildings and local materials, and we promote store-led activities that connect with the local community. At the Tateyama store, many people gathered for radio exercise, which was started at the idea of his 74-year-old partner, and a community was formed spontaneously. When each person thinks and acts, they can see the customer’s reaction and strengthen their actions. In addition, we are working on using bean waste, and at our Fujisawa store we are collaborating with local high school students and farmers to use this compost to grow vegetables and serve them in school lunches. The company forms a large loop, and the region forms a small loop. I think incorporating sustainability into business is the most sustainable way to continue. I am also working with many colleagues to expand the scope of my influence. Gaining sympathy from workers, customers, and local residents will ultimately lead to long-term business. We are working towards this “meaningful growth.”
[Talk session] How can we bridge the difference in temperature between headquarters and stores when it comes to sustainability initiatives? Mr. Mizuguchi: I am very conscious of clearly communicating “what we do” and how to make it easier for people who come in between to convey information to the store, regardless of their layer. There are many different ways of thinking within an organization, so there will be differences in opinion, but by highlighting and praising the people who are working hard, it can spread the word. I think it’s good to start with what you know. Milk cartons from stores are recycled, and seeing how they are recycled into napkins, business cards, etc. makes me understand and realize this. Mr. Seki: Everywhere is suffering from this temperature difference problem. The role of a person who skillfully adjusts the temperature of the entire company and corporate organization is important. Also, if you have no choice but to do something because you are told to do it, or if you do something completely different from your normal life, it won’t last long and you won’t be able to reach your customers. I think people who are satisfied with themselves and enjoy what they do are the ones who do it well.
https://prcdn.freetls.fastly.net/release_image/10360/252/10360-252-5b2ed8365aa26e159ca295870dcf5686-2533×2026.jpg Kodansha “FRaU” Editor-in-Chief and Producer Tatsuhiko Seki Mr. Mukai: Sustainability tends to become a conversation about “teaching,” “communicating,” and “changing consciousness,” but I don’t think that’s the case. It is important to have policies and guidelines in place, but rather than being forced from above and saying things have to be done, we should listen to the voices of the people at the stores who know consumers best, and develop company policies. If we start by looking for common denominators, we can move forward quickly. How should you interact with your customers if they are not very aware of sustainability? What should store staff prepare in advance? Mr. Mizuguchi: Having fun and delicious food is very important, and having a partner support you in doing so gives you a sense of reality and breadth. When we launched plant-based food, it didn’t sell well even though we emphasized the labeling, but it grew by making it taste better. Mr. Mukai: In the case of fashion, I think the role of stores will be to communicate the value of sustainability without using the word sustainability. Convey exciting points and value in words such as “It suits you” and “It’s a good deal.” For example, the sales staff express in words things that they truly empathize with, such as the “newness” made possible by new technologies such as recycled materials, or the psychological comfort of choosing organic cotton, which has less impact on the natural environment and the environment in which workers work. I think that if you convey this to people, it will be well understood as a new appeal of clothing, regardless of how high or low your awareness of sustainability is.
https://prcdn.freetls.fastly.net/release_image/10360/252/10360-252-6ed57090a3d3e0e14b98d8cb2c6bdf10-974×779.jpg WWDJAPAN Sustainability Director WMH Sustainability Advisor Chizuru Mukai Mr. Seki: The fashion industry places a burden on the
environment, so there are things we need to be aware of. Salespeople play a very important role in changing Japan’s mindset in the future. I think it’s time to explore what standards we should use to communicate this to our customers. In purpose-based management, how can we achieve meaningful growth not only for the business growth of companies and brands, but also by gaining empathy from our employees, partners, and customers? Mr. Mizuguchi: Purpose is not something that everyone will do if you state it. A lot of attention is being paid to whether decisions are made in accordance with the MISSION and actions are made in accordance with the VALUES. Sometimes we make mistakes in our daily decisions and actions, but it is important to face them properly, and that is the job of a manager. In the end, the key is how much we believe in our mission. I also think it is very important to experience how our actions can bring about changes in our daily lives. What is the role of stores in the sustainability efforts of companies and brands? Mr. Mukai: The most important role of brick-and-mortar stores is to absorb local values and convey them to the head office. I would like them to understand and communicate the issues they are facing and how fashion x fashionability can be implemented in this region. I’m sure there will be something connected to sustainability in this. Even though we use sustainable materials, our clothes still look the same. We want stores to act as media and receive and send information. Mr. Seki: There are very few opportunities for consumers to hear about policies directly from brands, or for brands to talk directly with consumers. Stores and sales staff play an important role as a bridge between the two companies. Mr. Mizuguchi: The key is for everyone to do what the company is trying to do together. Why is sustainability necessary and why is it being debated so much? It’s important to talk and share what you can do right in front of you. At Starbucks, it’s important to get feedback from stores about what they’re trying to do. You won’t get a big wave of action unless you solve them one by one. Create a cycle of sincerely receiving feedback and improving little by little. If we do this, everyone will definitely participate and we will become one team, so we will repeat this cycle. Why are you doing this? Is it really okay to leave it this way? Of course it’s just a statement from a company, but it also conveys what I really feel. I think that is actually very important. Speaker profile: Starbucks Coffee Japan Co., Ltd. Representative Director and CEO Takafumi Mizuguchi 1989 Graduated from Sophia University Faculty of Law and completed MBA in Bocconi University, Italy. After working at Price Waterhouse Consulting, joined LVJ Group Louis Vuitton Japan Company in 2001. 2010: President & CEO of Loewe Japan Company. Joined Starbucks Coffee Japan in 2014 and became Chief Operating Officer (COO). Current position since 2016. Tatsuhiko Seki / Kodansha “FRaU” Editor-in-Chief and Producer Joined Kodansha Co., Ltd. in 1987. After working as an editor for “ViVi” and “FRaU,” she became a founding member of Japan’s first beauty magazine “VOCE” in 1997. Editor-in-chief of the magazine for 6 years since 2004. In 2009, we started the TV version of VOCE, “BeauTV ~ VOCE” (TV Asahi). He has been the editor-in-chief of “FRaU” for four years since 2010, and is currently the editor-in-chief and producer of “FRaU.” Released in December 2018 “FRaU SDGs How to start changing the world.” ‘ became a hot topic by becoming the world’s first women’s magazine to feature an entire issue on the SDGs. Since then, more than 20 FRaU SDGs special issues have been published. Consumer Affairs Agency/Sustainable Fashion Supporter, Japan Aroma Environment Association/Environmental Committee member, Sustainable Cosmetics Award judge. Chizuru Mukai / WWDJAPAN Sustainability Director, WMH Sustainability Advisor Graduated from Tokyo Women’s University. Joined INFAS Publications in 2000 after working as a sales representative for denim apparel company Edwin and as a reporter for Nippon Textile Newspaper. As a reporter, I am mainly in charge of reporting on domestic and international designer brands. In 2015, he became the editor-in-chief of “WWD Japan” and in April 2020, he became the executive officer and chief editor and
sustainability director of “WWD JAPAN.” In addition to his work as a reporter, he is working towards a sustainability shift in the fashion industry by giving lectures at fashion schools and serving as an expert committee member at government agencies. In August 2024, he became independent and established CRANE & LOTUS. While continuing to serve as Sustainability Director for WWDJAPAN, he is expanding the scope of his activities. Hideki Yamauchi / Part-time lecturer at Waseda University, Sustainability Advisor at World Mode Holdings Co., Ltd. Worked at a trading company for about 30 years and helped many famous overseas brands enter Japan. Become familiar with
sustainability, supply chain, and branding in the apparel industry. Currently, he is a part-time lecturer at Waseda University, where he lectures on global supply chain management. As a sustainability advisor for World Mode Holdings, he is centrally leading the group’s activities.
About World Mode Holdings Co., Ltd. (WMH) https://worldmode.com/jp/ A group that specializes in the fashion and beauty industry and provides various solutions such as human resources, digital marketing, and store agency. Seven domestic operating companies: iDA, BRUSH, AIAD, AIAD LAB, Four Ambition, VISUAL MERCHANDISING STUDIO, and Futaba Tsushinsha, as well as highly specialized companies with overseas bases in five countries: Singapore, Australia, Taiwan, Vietnam, and Malaysia. Through this synergy, we provide highly effective solutions tailored to our customers’ challenges. *About World Mode Holdings’ sustainability activities https://worldmode.com/jp/sustainability/