The fashion industry is undergoing a transformative shift towards sustainability, driven by consumer awareness and regulatory pressures. This case study focuses on Decathlon, a global sporting goods retailer, and its integration of sustainable practices into its business model. Founded in 1976 in France, Decathlon has become a leader in sporting goods retail, with over 1,700 stores worldwide. The company aims to make sports accessible while minimizing environmental impact, targeting net-zero greenhouse gas emissions by 2050.
Decathlon’s sustainability efforts begin with eco-design, using recycled materials and innovative production techniques to reduce waste and energy consumption. The company also emphasizes sustainable packaging, replacing traditional materials with degradable options to combat pollution. Post-purchase services, including repair, second-hand, and rental options, extend product lifecycles and promote resource efficiency.
Community engagement is central to Decathlon’s strategy, with initiatives like ecojogging and water cleaning campaigns fostering environmental responsibility. The company’s supply chain management focuses on transparency and efficiency, utilizing RFID technology for real-time tracking and quality control.
Compared to similar enterprises like Anta Group, Decathlon’s global supply chain and advanced technology use set it apart, though challenges remain in logistics costs and RFID sustainability. Recommendations include strengthening local supplier partnerships, enhancing RFID monitoring, and investing in sustainable technologies. Decathlon’s commitment to sustainability serves as a model for the fashion industry, balancing environmental responsibility with business success.
