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TOPSHOP--AN ENVIRONMENTALLY-FRIENDLY & ENERGY-SAVING BRAND

Environmentalists attacked Topshop for its CO2 emissions, wasteful manufacturing

and shipping process. Whats truly inconceivable is that it actually puts much more
effort than consumers and environmentalists thinks. But Topshop just dont know how
to tell the world they did it! Global brands must inform the world about their social
responsibilities. It is unacceptable for them not to.

In July 2010, a series of negative newspaper articles and exposes on the retail industry
including much negative attention focused on the operations of Topshop marked
the start of an onslaught of crisis for the multinational retailing industry and the
Topshop brand in particular.

After the crisis, Topshop restated that A key part of being a responsible retailer is to
minimize our environmental impacts. In the process of bringing our goods to market
we need to be mindful of the potential impacts our business can have.

Energy efficiency and CO2 emissions

The company was criticized for using staggering amounts of energy, water and fossil
fuels to take a naturally occurring product. But by this year, the total energy usage
(gas and electricity) has decreased by four percent. The brand has undergone a
renewable energy project for the past several years and this year they finally have
ensured 100 percent renewable resources.

Topshop launched The Cut the Kilowatts campaign in April 2015, to further engage
retail colleagues to make a contribution to reducing energy consumption. In its first
four months, the scheme achieved a 457,000 kWh saving.

Meanwhile, Topshop also has put forth effort on exploring potential energy savings in
its distribution centers. It has already started a full lighting upgrade project, which can
save 276,000 kWh in the future.

Recycling & Waste

For the stores, Topshops recycling rate remains strong at 96 percent. After the crisis,
Topshop embraced as many paperless systems as possible. For instance, it is currently
examining an order-in-store option for customers, which would enable customers to
order via in-store tablet, eliminating paper in the process.

This year Topshop has made an effort to encourage the re-use of hangers. Compared
to the previous year, in 2015 Topshop reduced by 50 percent the number of hangers
that are brought into the business. Paperless receipts are another upcoming innovation
that would allow customers to have their receipts emailed. Moreover, they are using
paperless payroll systems to track every employees time and attendance.

For the head offices, Topshop focuses on reducing paper consumption. Topshop

introduced a new energy-efficient multi-function devices (MFDs) to help manage

employees print needs, which allows requests to be revised or cancelled and
encourages employees to consider the impact of useless printouts. Topshop
announced it will increase further investments in technology field to fully embrace a
paperless payroll system where employees use a new communications system for
stores.

Transport & Logistics

Lastly, environmentalists attacked Topshop for its shipping processes, deemed overlydamaging to the environment. It was estimated that in a single year Topshop shipped
approximately at least 7,240 miles per trip from Guangzhou, China to London,
United Kingdom. (the closest Topshop destination point in the U.K.) The shipping
process requiring 56 million gallons of fossil fuel and releasing 316 million pounds
of greenhouse gases.

Topshop took action right after the crisis, seeking to minimize the impacts of
transporting products. All the vehicles are now conforming to the Euro 5 emissions
standards, further helping drive down CO2 emissions. Furthermore, a new design of
lorry body known as the teardrop has been put into use, which helps to enhance fuel
efficiencies.

Environmentally speaking, Topshop has focused specifically on energy, waste and

transport. Topshops long-term commitment is to lower energy consumption (and

reduce CO2 emissions); identify waste streams and work to reduce these; reduce
consumption of other valuable resources such as water; and transport products while
reducing impact on the environment.

So why does public relations matter? Think about this case where the brand actually
did everything -- lower energy consumption, reduce consumption of valuable
resources, and minimize the impacts of transporting products -- the antithesis of what
an unpredictable crisis is or what each of PR practitioners strives to be.