CV

Graduated in chemistry in 1976, Dr Gerhard NICKOLAUS started his career as Head of analytical testing laboratories. Public expert for leather, chemicals and other materials since 1986, he evaluated many research project applications for the German Ministry of Commerce. He has been for several years Chairman of German, European and International standardization commissions and adjunct professor at the Technical University Kaiserslautern for analytical testing of consumer articles. He is currently Head of the International Shoe Competence Center in Pirmasens in Germany and is Chief Executive Officer of Pirmasens subsidiaries in Asia (Hong Kong, PFI China, PFI Fareast).

ABSTRACT

A big German Newspaper (FAZ) made in 2012 an interview with thousands of consumers and asked them “What is Sustainability and a sustainable product and would you pay more if a consumer articles (textiles, shoes, toys, electronics, etc.) are sustainable”. Nearly none of the consumers had a clear idea about the meaning of sustainability. Some never heard about it, some had absolutely wrong interpretation but most of the interviewed consumers where the opinion that sustainability has something to do with “environmental stuff and forests” but without being able to describe this assumed connection between environment and sustainability more detailed. And 90% of the consumers expressed their willingness to pay more for “sustainable articles”. In general this public opinion poll showed that the consumer is not informed about sustainability. Own experience showed that on the other side also manufacturers, traders and retailers are also not well informed about the meaning of it. This presentation gives an idea about what sustainability means for shoes, whether high fashion shoes can ever be sustainable and the presentation proposes criteria and marking which may be suitable for a promotionally effective marking of the sustainable shoes.

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