Innovation Case Study by Stefan Seidel, Team Head PUMA.Safe
Ecology, PUMA
PUMAS PRODUCT LEVEL ENVIRONMENTAL
PROFIT & LOSS ACCOUNT (EP&L) AND
INCYCLE COLLECTION
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Mission
This is what drives us
We want to be the most desirable and sustainable
Sportlifestyle Company.
We are committed to working in ways that contribute to a better world
by supporting creativity, sustainability and peace and by staying
true to the values of being fair, honest, positive and creative in
decisions made and actions taken.
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Sustainability scorecard
Our goals for 2015
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• What would it cost, if nature
sent us a bill?
• As the first company
worldwide, PUMA has
completed and published an
economic valuation of the
environmental impacts along
its entire value chain.
• First step to reduce your
environmental impact is to
know your impact.
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E P&L
Which impacts along the value chain are covered?
Operations: Offices, shops, business travel,
warehouses, logistics
Operations
Manufacturing: Apparel, shoes and accessories
Tier 1
Outsourcing: Embroiderers, printers, outsole producers
Tier 2
Processing: Tanneries, chemical companies, oil refiners
Tier 3
Raw materials: Cotton farming, cattle ranching, oil drilling
Tier 4
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PUMA EP&L Results 2011
Impact vs. influence
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Group-wide E P&L roll-out by 2016
Across all Kering brands
GUCCI · BOTTEGA VENETA · SAINT LAURENT · ALEXANDER McQUEEN
BALENCIAGA · BRIONI · STELLA McCARTNEY · SERGIO ROSSI · BOUCHERON
GIRARD-PERREGAUX · JEANRICHARD · QEELIN · CHRISTOPHER KANE
PUMA · VOLCOM · COBRA · ELECTRIC · TRETORN
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Incycle products
Fully recyclable or biodegradable product series launched
in 2013
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Incycle products
Cradle to Cradle philosophy
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Incycle products
Cradle to Cradle philosophy
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Incycle products
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Incycle products
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ARE INCYCLEPRODUCTS REALLY
MORE
SUSTAINABLE?
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Comparative product E P&L analysis
Full impact quantified & broken down on individual products
The Product level E P&L extends our unique E P&L analysis to the product
level further highlighting the extent of PUMAs impact on ecosystem services
and its associated drivers.
Comparative analysis of four footwear and apparel products including
InCycle collection
Analysis highlights PUMAs “more sustainable” products
create up to 30% less environmental impact than
conventional products
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Product view including „end of life“ impact
Data across full lifecycle
DISPOSAL
TIER 4
CONSUMER
AVAILABLE
GERMAN
LCA DATA
OPERATIONS
PRIMARY
DATA
TRUCOST
MODEL
TIER 3
PRIMARY +
SECONDARY
DATA
TIER 2
TIER 1
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INCYCLE SHOE: 35% GHG SAVINGS
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Conventional product vs. InCycle product
InCycle: 31% impact reduction
-31%
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Moving sustainability to the next level
Compliance audits
Sustainable compliance
Products without hazardous
substances
More sustainable products
E-KPI monitoring
Sustainability management
and full transparency in the
supply chain
Additional cost
Visible added value for the
consumer and our
stakeholders
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“The business of business is business?”
But
“Business as usual”
is no longer an option!
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THANK YOU!
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