Landlord Shaftesbury links with Good On You for West End sustainability drive
Central London commercial property landlord Shaftesbury is to partner with Good On You, fashion’s source for brand sustainability ratings.
The aim of the partnership is two-fold: to help guide Shaftesbury to take a more knowledgeable approach to selecting more sustainable brands; and help its existing retail tenants to progress their sustainable practices.
The ‘Good On You x Shaftsbury’ partnership makes it the first landlord to partner with the sustainability ratings company. It will focus on providing information and tools to support retail businesses across Carnaby, Soho and Seven Dials “to improve their sustainability ratings, as well as provide a platform to profile their sustainability practices to consumers”.
Shaftesbury cites recent data from Kantar that reveals sustainability as the most important topic shoppers want fashion brands to show commitment towards, while separate research found that 63% of fashion shoppers want the brands they buy from to actively promote sustainability. This is being driven by Millennial and Gen-Z consumers, 90% of whom want fashion businesses to break down their environmental and ethical values for all to see, according to data from WGSN.
Samantha Bain-Mollison, Shaftesbury’s Retail Director, said the partnership “is the next step in our mission to build more sustainable communities. It will enable us to not just consciously collaborate with ethically conscious brands but actively support and promote their positive steps towards sustainability.”
Sandra Capponi, co-founder of Good On You, added: “Shaftesbury is in an exciting position to help drive change on some of the most critical issues we face. And as the first landlord to partner with Good On You, Shaftesbury is taking important steps to engage shoppers on the issues they care about and empower its portfolio brands with Good Measures, a cutting edge platform that will help them improve their performance across the board.”
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