Chapter 6:
Luxury Brands and Sustainability
Consumers are becoming increasingly aware of the environmental impact of their decision to purchase luxury products. Luxury brands and sustainability need to co-exist. They need to meet customer expectations by incorporating sustainable methods while staying true to their concept.
For example, luxury packaging often contains plastic, metal, and fabrics. However, brands such as Gucci have been using sustainable packaging made from 100% recycled materials, plastic free, and using water-based inks. Further, they have also implemented a corporate social responsibility strategy aimed at reducing the use of harmful chemicals and other materials in the production process. Gucci has also committed to a carbon neutral footprint and to be completely transparent with all stakeholders about their environmental impact.
Going forward, luxury brands must incorporate sustainability practices to successfully cater to their target market. However, luxury retailers need to go beyond just making their products and operations green. An effective strategy is to communicate the commitment and passion of the company to their art. Every customer should be made aware of the detailed and lengthy manufacturing process that’s involved in each and every product.
