Can Luxury Fashion Provide a Roadmap for Sustainability?

Abstract

Fashion industry is one of the prominent industries in the world with critical negative impacts on the social and ecological environments. It constitutes a very complex and fragmented industry. The currently dominant model of "fast fashion," fulfills the desires of consumers who aspire to wear luxury fashion brands but cannot afford them, by offering them similar styles at affordable prices. However, the main principles of fast fashion, which are speed, affordability, change, disposable trends and aesthetic fads, contradict with sustainability goals and principles. Luxury fashion, on the other hand, emphasizes longevity, durability, authenticity, craftsmanship and quality, and can therefore be better associated with sustainability. Hence, it is important to discuss if luxury fashion brands and retailers are more likely to foster the values of sustainability and thereby initiate change towards a more sustainable fashion system. In this regard, this conceptual paper examines the relationship between fashion and sustainability and assesses how the values of luxury fashion align and or contradict with sustainability. Luxury fashion brands can overcome some of the problems that fast fashion creates. On the other hand, there are some challenges and skepticism about luxury fashion and sustainability relationship. The paper reflects on these conflicts and evaluates the role of luxury fashion in development for a better and a more sustainable fashion system.

Institutional Constituents of Change for a Sustainable Fashion System

“…Consumers demanding more information about sourcing and manufacturing and consumers who demand unique pieces with higher quality are more likely to pay a premium for luxury products. Therefore, luxury fashion brands can play a role in the transition of the fashion system by counteracting some of the problems that fast fashion creates and by achieving the ideals of both fashion and sustainability (Joy et al 2012; Ozdamar Ertekin 2019). Table 5 provides examples of luxury fashion brands that support sustainability goals and principles and their roles as change agents.…”

“…On the other hand, as previous scholarly research also addressed, there are some challenges and skepticism about luxury fashion and sustainability relationship (Ozdamar Ertekin 2019). Even though the examples of luxury fashion brands and practices are increasing, they are still less than majority (Godart 2015) and not all luxury brands are concerned about their environmental and social impacts.…”

“…Even though the examples of luxury fashion brands and practices are increasing, they are still less than majority (Godart 2015) and not all luxury brands are concerned about their environmental and social impacts. For instance, some luxury brands are likely to destroy or burn the unsold stock in order to protect their exclusivity and preserve their brand equity, as in the case of Burberry incinerating £28.6 million ($38 million) worth of stock in 2017 (Ozdamar Ertekin 2019). Furthermore, if sustainable fashion is only associated with luxury brands, it will not be affordable for the masses and will remain limited to a small group of wealthy consumers (Ozdamar Ertekin and Atik (2015).…”

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

“…Purchase intention is measured through 3 based on the recommendation by Calvo Porral and Lang [123] and Hung et al [73]. Respondents are asked to indicate on seven-point Likert-type scales ranging from strongly disagree (1), to strongly agree (7).…”

“…As a result, the landmark of sustainable luxury refers to the commitment of luxury companies, responsible for their production to both society and the environment. Thus, due to the growing consumer concern, all the greatest luxury firms are not able to leave sustainability out of consideration anymore [7]. Indeed, many luxury brands as Gucci, Saint Laurent, Prada and Chanel engaged responsible behaviours, by promoting the use of energy efficient light sources, or adopting recycling practices in the product supply chain, or are committed to going fur-free.…”