Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Case Study of the Sustainable Practice in Luxury Brands

럭셔리 브랜드의 지속가능 실천 사례에 관한 연구

  • Soo Min Yoo (Dept. of Fashion Industry, Ewha Womans University) ;
  • Jung Soo Lee (Dept. of Fashion Industry, Ewha Womans University)
  • 유수민 (이화여자대학교 의류산업학과) ;
  • 이정수 (이화여자대학교 의류산업학과)
  • Received : 2023.03.19
  • Accepted : 2023.05.13
  • Published : 2023.05.30
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Abstract

This study aimed to understand the current status of practice for sustainability in luxury fashion brands. A total of five luxury brands (Louis Vuitton, Hermès, Gucci, Burberry, and Prada) were selected. Each company's official website, sustainability reports, and articles on sustainability practices were compiled. In addition, analysis was performed based on criteria of sustainability such as environmental, social, economical, and cultural dimensions. As a result, the biggest commonality of the five brands was that they promoted the most active change in the environment. These brands tried to reduce energy consumption in materials and production processes. Among them, Burberry, Gucci, and Louis Vuitton had their own departments for sustainability. However, there were differences in strategies of activities between brands for social, economical, and cultural sustainability. Among the five companies, Burberry and Gucci pursued sustainability strategies the most aggressively. They separated their sustainability strategies in terms of environmental, social, economical, and cultural aspects and shared them with consumers. A set of outcomes for the plan were provided as objective data. The sustainable management strategy has become a key strategy for long-term growth of the luxury brand market. To survive in the market, luxury brands should elaborate sustainable management strategies and actively share them with consumers.

Keywords

References

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