Develop a unique sustainability vision and produce the group’s first report
#content and stories
In the aftermath of the merger between Yoox and Net-a-Porter the ambition was to develop a distinctive sustainability vision capturing the essential elements of the new group’s identity and strategic positioning. This together with the production of the group’s first report.
The challenge was twofold: on the one hand bring together the two sides of the company (Yoox and Net-a-Porter) and on the other side to set the agenda in a sector (luxury e-commerce) where there is no track record in sustainability.
ENGAGEMENT: we collected internal and external inputs to identify YNAP’s social, environmental and economic impacts and priorities, and understand how sustainability can support the business.
Internal inputs: interviews and thematic workshops with 40 executives and managers from across the business, covering London, Milan, Bologna and New York, discovering what people think about sustainability priorities. We asked a wide range of internal teams to evaluate ESG topics and prioritise them based on impact on future business success and ability to underpin the five-year plan (opportunities, risks, etc.)
External inputs: Combination of qualitative interviews with key stakeholders and a dedicated online survey to understand the views of YNAP’s most engaged customers. The aim was to discover what issues are most important in forming stakeholder opinions on YNAP and in supporting their decisions. We carried out a survey of 24,000 top-spending customers to discover values, attitudes to social and environmental issues, and expectations of YNAP.
STRATEGY & SUSTAINABILITY GOVERNANCE: We identified a sustainability vision and strategic framework organised around three pillars (Education, Empowering women and Responsibility). To do so we drew on benchmarking of relevant sectors, engagement outputs and materiality analysis, and YNAP’s business plan. We also supported the company in setting up its sustainability governance process.
REPORT: We suggested an innovative approach in two parts: a narrative and “emotional” first section explaining commitments and initiatives; and a more technical second section containing GRI disclosures and performance. We managed the entire editorial project spanning content organisation and production (English texts) to translations and graphicsby our partner agency yvat & klerb.
YNAP published its first sustainability report at its AGM in April 2017. The vision and report provided the basis for communications campaigns, including widespread media coverage of its announcement of a fur-free policy, and will evolve into a detailed sustainability strategy.