Follow Sustainability Fashion

The luxury industry increasingly likes to talk about sustainability. For example, it points to measures to improve workers’ conditions, to monitor more closely the origin of its fabrics and other materials and advertises initiatives designed to encourage recycling of clothing. But ultimately there is often a tension because sustainability relies on transparency and luxury values mystery.

However, it does not have to be that way. According to Gachoucha Kretz, a marketing professor at the HEC Paris business school, the two have more in common than might at first appear. She argues that by drawing on this connection the luxury industry can not only survive the growing demands for greater sustainability, but prosper. This will, of course, require becoming more transparent than has previously been the case in this industry. But she believes that discerning customers will value knowing the provenance of the items they are buying to such an extent that the luxury brands will actually be able to charge more for their pieces.


With climate change also blurring seasonal boundaries to the extent that brands can no longer rely on selling winter coats, for instance, in the late summer, it should be obvious to all leaders of companies in this sector that just producing more goods and selling to more people is not the answer. Not so long ago, companies thought it was enough to have corporate social responsibility departments and to claim that their packaging was environmentally-friendly. Now, discerning customers are demanding something much more holistic, starting with knowing where and how something was made. As a result, successful luxury and fashion companies are going to make sustainability a key part of their strategic thinking.Read more at:https://www.formaldressuk.com/collections/white-prom-dresses | https://www.formaldressuk.com/collections/gold-prom-dresses