The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Luxury, sustainability and the future - The case study of Burberry -

  • Bae, Su Yun (Apparel Merchandising and Product Development, Bowling Green State University)
  • Received : 2019.01.28
  • Accepted : 2019.02.21
  • Published : 2019.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

Climate change and global warming are the biggest challenges of the current generation. Every industry has contributed to the climate change and global warming. Even the apparel industry cannot avoid the criticism regarding fast fashion and its contribution to the pollution. The transition to the decarbonized economy is in progress. All aspects of business functions are influenced by climate change. Sustainable development and climate change are closely linked, and business plays the key role in addressing and finding solutions to the challenges of climate change. Luxury brands are the trendsetters and tastemakers. They are the leaders in the fashion industry and therefore responsible for improving on sustainability as well. Even luxury business cannot avoid environmental issues. The relation between luxury and sustainability is explored with the Burberry case based on the Triple Bottom Line (TBL) framework. There are various ways for luxury brands to excel in sustainability and affect other companies' practices. The companies can incorporate the concept of sustainability in their brand stories as part of the branding process. They can also improve demand planning accuracy and produce upcycled goods. Centering on Burberry's case, this paper aims to explore the current sustainable practices of luxury business along with its future direction toward sustainable development. Its contribution and directions for both researchers and business practitioners are discussed.

Keywords

References

  1. AlterNet. (2015, August 17). Fast fashion is the second dirtiest industry in the world, next to big oil. EcoWatch, Retrieved February 15, 2019, from https://www.ecowatch.com/fast-fashion-is-the-second-dirtiest-industry-in-the-world-next-to-big--1882083445.html
  2. Amatulli, C., Costabile, M., De Angelis, M., & Guido, G. (2017). Luxury, sustainability, and "made in." In C. Amatulli, M. De Angelis, M. Costabile, & G. Guido (Eds.), Sustainable luxury brands: Evidence from research and implications for managers (pp. 35-96). London: Palgrave Macmillan.
  3. Burberry. (2018, June 06). Burberry: Annual report 2017/18. Retrieved February 12, 2019, from https://www.burberryplc.com/content/dam/burberry/corporate/Investors/Results_Reports/2018/Burberry_AnnualReport_FY17-18.pdf
  4. Burberry. (n.d.a). Archive scarf print silk shirt. Mywedding, Retrieved February 12, 2019, from http://www.mywedding.com/shop/burberry-burberry-archive-scarf-print-silk-shirt-blue-pb8e977986e2e5d63b723497cfb0d0533.html
  5. Burberry. (n.d.b). Company: Business. Retrieved February 12, 2019 from https://www.burberryplc.com/en/company/business.html#tabbedcontentitem_1
  6. Burberry. (n.d.c). Girnley patchwork sweatshirt. Bloomingdale's, Retrieved February 12, 2019 from https://www.bloomingdales.com/shop/product/burberry-girnley-patchwork-sweatshirt?ID=2965670
  7. Burberry. (n.d.d). Patchwork fair isle zip-front cardigan. Bergdorf Goodman, Retrieved February 12, 2019, from https://www.bergdorfgoodman.com/p/burberry-patchwork-fair-isle-zip-front-cardiganprod138341500
  8. Burberry. (n.d.e). Responsibility: Our approach. Retrieved February 12, 2019, from https://www.burberryplc.com/en/responsibility/approach.html
  9. Carrier, J. G., & Luetchford, P. (2012). Ethical consumption: Social value and economic practice. New York: Berghahn Books.
  10. Chua, R. Y. J., & Zou, X. (2009). The devil wears Prada? Effects of exposure to luxury goods on cognition and decision making (Working Paper 10-034). Retrieved from Harvard Business School Working Knowledge website: https://hbswk.hbs.edu/item/the-devil-wears-prada-effects-of-exposureto-luxury-goods-on-cognition-and-decision-making
  11. Elkington, J. (1998). Partnerships from cannibals with forks: The triple bottom line of 21st-century business. Environmental Quality Management, 8(1), 37-51. doi:10.1002/tqem.3310080106
  12. Global Climate Action Summit. (2018, September 12). From field to fashion: Apparel's impact on climate change. Retrieved February 17, 2019, from https://www.globalclimateactionsummit.org/events/from-field-to-fashion-apparels-impact-on-climate-change
  13. Hubbard, G. (2009). Measuring organizational performance: Beyond the triple bottom line. Business Strategy and the Environment, 18(3), 177-191. doi:10.1002/bse.564
  14. Kollewe, J. (2018, September 6). Burberry to stop burning unsold items after green criticism. The Guardian, Retrieved February 17, 2019, from https://www.theguardian.com/business/2018/sep/06/burberry-to-stop-burning-unsold-items-fur-aftergreen-criticism
  15. Kunz, G. I., Karpova, E., & Garner, M. B. (2016). Going global: The textile and apparel industry (3rd ed.). London: Bloomsbury Publishing.
  16. Lake, C. (2018, February 28). How luxury brands are practicing sustainability in creative ways. Luxury Society, Retrieved February 17, 2019, from https://www.luxurysociety.com/en/articles/2018/02/howluxury-brands-are-practicing-sustainability-creative-ways
  17. Paton, E. (2018, September 6). Burberry to stop burning clothing and other goods it can't sell. The New York Times, Retrieved February 15, 2019, from https://www.nytimes.com/2018/09/06/business/burberry-burning-unsold-stock.html
  18. Slaper, T. F., & Hall, T. J. (2011). The triple bottom line: What is it and how does it work?. Indiana Business Review, 86(1), 4-8.
  19. Winston, A. (2016, February 8). Luxury brands can no longer ignore sustainability. Harvard Business Review, Retrieved February 18, 2019, from https://hbr.org/2016/02/luxury-brands-can-no-longer-ignore-sustainability#comment-section
  20. Yotka, S. (2018, September 6). Burberry's future is fur-free‒And much more sustainable. Vogue, Retrieved February 18, 2019, from https://www.vogue.com/article/ burberry-fur-free