59% of participating brands were awarded this criterion.
Criteria used for the award of the "Durability' logo:
Durability is the idea that a product lasts longer, can be used for several seasons in a row, can be repaired and that it will have less of an impact than a similar product that becomes obsolete after one season.
The idea we wanted to highlight is that a long life cycle for a product decreases its average impact. The fact that a product lasts longer does not necessarily reduce its overall environmental impact, but this impact will be spread out over several years and less of the product will be consumed over the same period of time. This is the principle of sustainable development itself applied to the life cycle of products.
We seek to support the manufacturing of sturdier products, which meet needs and offer a longer life cycle (e.g.: more than 24 months for a pair of skis or a lifetime guarantee for technical clothing such as breathable jacket), or setting up repair services outside of the guarantee‘s clauses, which allow a customer to extend the life of a product.
Even though it seems to be at odds with the immediate reaction we can have, this approach is not incompatible with the business success of a company, as some brands already offer lifetime guarantees for their products.
Functionality economy is a shift from viewing products as endpoints in themselves to seeing them as providing functions to end users. The aim is to move from selling a product to selling the service associated to the product.
This provides strong incentives for manufacturers to design products for an extended life and maximum recoverable value after use. While providing for better product life cycle and recycling this could translate to wholesale reductions in national resource use and diminished waste streams.