Browse > Article
http://dx.doi.org/10.12940/jfb.2022.26.1.16

An Analysis of Sustainable Macro Trends of Luxury Fashion Brands  

Lee, Hojae (Dept. of Clothing and Textiles, Yonsei University)
Ko, Eunju (Dept. of Clothing and Textiles, Yonsei University)
Publication Information
Journal of Fashion Business / v.26, no.1, 2022 , pp. 16-29 More about this Journal
Abstract
Environmental problems increasingly serious, and sustainability in the fashion industry has become an essential factor. Nowadays, numerous brands are engaging in sustainable fashion activities, such as recycling, vegan, fair trade, etc., which have not been done before. However, there are limited studies about sustainable fashion activities focusing on luxury brands. The purpose of this study is to establish the current status of luxury brands' sustainable fashion activities based on the macro trend of Todeschini et al(2017)'s thesis. This study selected six global luxury fashion brands Louis Vuitton, Hermes, Gucci, Prada, Burberry, and Stella McCartney. Data were collected from the brand's websites and reports, fashion magazines, and Google. As a result of the study, the following adjustments are being implemented; first, efforts are being made to reduce the consumption of natural resources. Second, transparency on working conditions is provided in various ways. Third, luxury brands' awareness of the sharing economy was not opened. Fourth, efforts are being made to develop eco-friendly materials and technologies to minimize wastage. Based on these research results, if applied as basic data for the development of Korean fashion brands and start-up companies, it will help establish directions of sustainable fashion strategies.
Keywords
sustainable fashion; luxury brand, macro trend; circular economy; sharing economy;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
연도 인용수 순위
1 Chun, E., Joung, H., Lim, Y., & Ko, E. (2021). Business transparency and willingness to act environmentally conscious behavior: Applying the sustainable fashion evaluation system "Higg Index". Journal of Global Scholars of Marketing Science, 33(3), 437-452. doi: 10.1080/21639159.2021.1904784   DOI
2 Diderich, J. (2021, July 22). Louis Vuitton spotlights eco -design thrust with unisex sneaker. WWD. Retrieved August 16, 2021, from http://www.wwd.com
3 Farra, E. (2021a, March 18). Stella McCartney introduces her first garments made of Mylo, the "Leather" alternative grown from mushrooms. Vogue. Retrieved August 3, 2021, from http://www.vogue.co.uk
4 Fur-free-fur. (n.d.). Stella McCartney. Retrieved August 20, 2021, https://www.stellamccartney.com/gb/en/sustainability/fur-free-fur.html
5 Han, H., & Cho, B. (2020). A case study on design recycling waste plastics in fashion. Bulletin of Korean Society of Basic Design & Art, 21(2), 387-398. doi:10.47294/KSBDA.21.2.27   DOI
6 Kim, H. [Hayoun]., & Kim, J. (2018). The effect of perc eived value and risk on purchasing intention of up-cy cling fashion product: Moderating role of ethical consumption attitude. The Research Journal of the Costume Culture, 26(6), 899-918. doi:10.29049/rjcc.2018.26.6.899   DOI
7 Ko, E., & Fashion marketing lab. (2015). Sustainable fashion brand marketing. Paju: Gyomoonsa.
8 Ko, E., & Fashion marketing lab. (2021). Sustainable fashion. Paju: Gyomoonsa.
9 Kim, H. [Hyunju]., & Na, H. (2015). A case study on the sustainable fashion design. Journal of The Korean Society of Fashion Design, 15(3), 53-68. doi:10.18652/2015.15.3.4   DOI
10 Hong, J., & Chun, J. (2021). Analysis of designer brands aiming for the value of slow fashion - Focused on John Alexander Skelton and Geoffrey B. Journal of the Korean Society of Clothing and Textiles, 45(1), 136-154. doi:10.5850/JKSCT.2021.45.1.136   DOI
11 Organic Cotton. (n.d.). Stella McCartney. Retrieved August 20, 2021, from https://www.stellamccartney.com/gb/en/sustainability/organic-cotton.html
12 Paper and packaging. (n.d.). Stella McCartney. Retrieved August 20, 2021, from http://www.stellamccartney.com/gb/en/sustainability/paper-and-packaging.html
13 Li, J. (2021, January 18). Louis Vuitton reveals SS21 LV trainer upcycling collection. Hypebeast. Retrieved August, 16, 2021, from http://www.hypebeast.com
14 Ko, E., Costello, J., & Taylor, C. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413. doi:10.1016/j.jbusres.2017.08.023   DOI
15 Kong, H., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651. doi:10.1016/j.jbusres.2020.08.021   DOI
16 Kunz, J., May, S., & Schmidt, H. (2020). Sustainable luxury: current status and perspectives for future research. Business Research, 13(2), 541-601. doi:10.1007/s40685-020-00111-3   DOI
17 Lundblad, L., & Davies, I. (2016). The values and motivations behind sustainable fashion consumption. Journal of Consumer Behaviour, 15(2), 149-162. doi:10.1002/cb.1559   DOI
18 Machado, M, De Almeida, S., Bollick, L., & Bragagnolo, G. (2019). Second-hand fashion market: Consumer role in circular economy. Journal of Fashion Marketing and Management, 23(3), 382-395. doi:10.1108/JFMM-07-2018-0099   DOI
19 Mower, S. (2020, October 8) "It's time to wake up and question how we've been doing things": Stella McCartney's A-to-Z manifesto is pushing for a brighter world. Vogue. Retrieved August 3, 2021, from https://www.vogue.com
20 Response trends for sustainable development in the fashion industry. (2020). Korea Federation of Textile Industries. Retrieved August 20, 2021, from file:///C:/Users/user/Desktop/[KOFOTI%20Report]%20%EC%84%AC%EC%9C%A0%ED%8C%A8%EC%85%98%EC%82%B0%EC%97%85%EC%9D%98%20%EC%A7%80%EC%86%8D%EA%B0%80%EB%8A%A5%ED%95%9C%20%EB%B0%9C%EC%A0%84%EC%9D%84%20%EC%9C%84%ED%95%9C%20%EB%8C%80%EC%9D%91%20%EB%8F%99%ED%96%A5.pdf
21 The realreal x Gucci Promotes Circularity Fashion (2020). Gucci. Retrieved August 16, 2021, from https://equilibrium.gucci.com/the-real-real/
22 Todeschini, B., Cortimiglia, M., Callegaro-de-Menezes, D., & Ghezzi, A. (2017). Innovative and sustainable business models in the fashion industry: Entrepreneurial drivers, opportunities, and challenges. Business Horizons, 60(6), 759-770. doi:10.1016/j.bushor.2017.07.003   DOI
23 Chun, E., Jiang, W., Yu, J., & Ko, E. (2018). Perceived consumption value, pro-environmental belief, attitude, eWom, and purchase intention toward upcycling fashion products. Journal of the Korean Society of Clothing and Textiles, 20(2), 177-190. doi: 10.5805/SFTI.2018.20.2.177   DOI
24 Kapferer, J., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. Loudon, England: Kogan page.
25 Burberry foundation partners with Elvis & Kresse to tackle waste created by the leather goods industry. (2017). Burberryplc. Retrieved August 16, 2021, from http://www.burberryplc.com/en/news/sustainability/2017/burberry-foundation-partners-with-elvis---kresse-to-tackle-waste.html
26 Cohn, A. (2021, May 14). The future of fashion is fungi. Harper's bazaar. Retrieved August 03, 2021, from http://www.harpersbazaar.com
27 Choi, H., Han, J., Kim, D., Lee, E., Kim, K., & Ko, E. (2020). How to "Nudge" your consumers toward sustainable fashion consumption: An fMRI investigation. Journal of Business Research, 117, 642-651. doi:10.1016/j.jbusres.2019.09.050   DOI
28 Farra, E. (2021c, May 10). 16 sustainable denim collections you should know about now. Vogue. Retrieved August 3, 2021, from http://www.vogue.com
29 Environmental, social and governance. (2021). Burberryplc. Retrieved August 20, 2021, from https://www.burberryplc.com/content/dam/burberry/corporate/oar/2021/pdf/BBurberr_2020-21_ESG.pdf
30 Farra, E. (2020, June 30). "A symbol for the new era"- Gucci off the grid is Alessandro Michele's first step toward circularity. Vogue. Retrieved August 3, 2021, from http://www.vogue.com
31 I Was a Sari. (2021). Gucci. Retrieved August 16, 2021, from https://www.equilibrium.gucci.com/i-was-sari/
32 Gucci for circular economy. (2021). Gucci. Retrieved August 16, 2021, from https://equilibrium.gucci.com/gucci-for-circular-economy/
33 Gucci scrap-less. (2021). Gucci. Retrieved August 20, 2021, from https://equilibrium.gucci.com/gucci-scrap-less/
34 Gupta, L., & Saini, H. (2020). Achieving sustainability through zero waste fashion- A review. Current World Environment, 15(2), 154. doi:10.12944/CWE.15.2.02   DOI
35 Jestratijevic, I., Rudd, N., & Uanhoro, J. (2020). Transparency of sustainability disclosures among luxury and mass-market fashion brands. Journal of Global Fashion Marketing, 11(2), 99-116. doi:10.1080/20932685.2019.1708774   DOI
36 Jiang, W., Ko, E., & Chae, H. (2019). The effect of sustainable fashion brand's advertising color and expression on consumers' emotions and perceptions: Focus on Instagram Fashion & Textile Research Journal, 21(4), 432-451. doi:10.5805/SFTI.2019.21.4.432   DOI
37 Jo, S. (2018, January 3). Keep the magic. Vogue. Retrieved August 16, 2021, from http://www.vogue.co.kr
38 Jung, J., Yu, J., Seo, Y., & Ko, E. (2021). Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows. Journal of Business Research, 130, 517-524. doi:10.1016/j.jbusres.2019.10.038   DOI
39 Karaosman, H., Perry, P., Brun, A., & Morales-Alonso, G. (2020). Behind the runway: Extending sustainability in luxury fashion supply chains. Journal of Business Research, 117, 652-663. doi:10.1016/j.jbusres.2018.09.017   DOI
40 Park, Y. (2020). Perception related to recycling clothing and analysis of the actual conditions for the unused clothing. Journal of Fashion Business, 24(5), 1-20. doi:10.12940/jfb.2020.24.5.1   DOI
41 Park, Y., & Kim, J. (2020). Sustainable fashion design prototype development in terms of clothing composition - Focused on pattern classes. Journal of Fashion business, 24(5), 125-139. doi:10.12940/jfb.2020.24.5.125   DOI
42 Phau, I., Teah, M., & Chuah, J. (2015). Consumer attitudes towards luxury fashion apparel made in sweatshops. Journal of Fashion Marketing and Management, 19(2), 169-187. doi:10.1108/JFMM01-2014-0008   DOI
43 Plastics. (2021). Gucci. Retrieved August 16, 2021, from https://www.equilibrium.gucci.com/plastics/
44 Product process that realizes social responsibility. (2020). Louis Vuitton. Retrieved August 16, 2021, from http://kr.louisvuitton.com/kor-kr/magazine/articles/sourcing-responsibly-2020#
45 Realize circular creativity. (2020). Louis Vuitton. Retrieved August 16, 2021, from http://kr.louisvuitton.com/korkr/magazine/articles/committing-to-circular-creativity2020#
46 Recycled nylon and polyester. (n,d.). Stella McCartney. Retrieved August 20, 2021, from https://www.stellamccartney.com/gb/en/sustainability/recycled-nylon-polyester.html
47 Responsible supply chain. (2021). Retrieved August 20, 2021, from https://www.equilibrium.gucci.com/responsible-supply-chain/
48 Nam, H. (2019, October 15). Make it better. Vogue. Retrieved May, 1, 2020, from https://www.vogue.co.kr
49 Lee, H., & Oh, H. (2020). A study on the property of fashion rental service and consumer experience. Bulletin of Korean Society of Basic Design & Art, 21(1), 471-482. doi:10.47294/KSBDA.21.1.35   DOI
50 Recycled cashmere. (n.d.). Stella McCartney. Retrieved August 20, 2021, from https://www.stellamccartney.com/gb/en/sustainability/recycled-cashmere.html
51 Social sustainability. (n.d.). Stella McCartney. Retrieved August 20, 2021, from from https://www.stellamccartney.com/gb/en/sustainability/social-sustainability.html
52 Jeong, D. & Ko, E. (2021). The influence of consumers' self-concept and perceived value on sustainable fashion. Journal of Global Scholars of Marketing Science, 31(4), 511-525. doi:10.1080/21639159.2021.1885303   DOI
53 Farra, E. (2021b, April 1). What should be upcycled? And what should we leave alone? The creative force behind the RealReal's recollection project explains. Vogue. Retrieved August 3, 2021, from http://www.vogue.com
54 Kam, S. J. (2019). A study on sustainable fashion product using Korean image and 3D printing. A Journal of Brand Design Association of Korea, 17(2), 53-68. doi:10.18852/bdak.2019.17.2.53   DOI
55 Khandual, A., & Pradhan, S. (2019). Fashion brands and consumers approach towards sustainable fashion. Fast Fashion, Fashion Brands and Sustainable Consumption (pp. 37-54). Singapore: Springer. doi:10.1007/ 978-981-13-1268-7_3   DOI
56 Kim, G. (2018). A case study on fashion-sharing platform by introduction of sharing-economy: Focused on product-service systems. Journal of The Korean Society of Fashion Design, 18(4), 93-115. doi:10.18652/2018.18.4.6   DOI
57 Samaha, B. (2020, April 21). Burberry further commits to sustainability with a cool, new collection. Harper's bazaar. Retrieved August 03, 2021 from http://www.harpersbazaar.com
58 Socha, M. (2021, June 18). Virgil Abloh has a feeling for eco felt at Louis Vuitton. WWD. Retrieved August 3, 2021, from https://www.wwd.com
59 Song, Y., & Shin. S. (2017). The effect of consumption propensity and fashion product consumption attitude on fair trade fashion product purchase intension. The Research Journal of the Costume Culture, 25(5), 656-669. doi:10.29049/rjcc.2017.25.5.656   DOI
60 Succession and development of craftsmanship. (2020). Louis Vuitton. Retrieved August 20, 2021, from https://kr.louisvuitton.com/kor-kr/magazine/articles/developing-savoir-faire-2020#
61 Sustainable development. (n.d.). Hermes. Retrieved August 20, 2021, from https://www.hermes.com/us/en/story/134986-sustainable-development/
62 Viscose. (2021). Gucci. Retrieved August 16, 2021, Retrieved from https://equilibrium.gucci.com/viscose/
63 Botsman, R., & Rogers, R. (2010). What's mine is yours: How collaborative consumption is changing the way we live. New York, NY: Collins.
64 Burberry and the realreal join forces to make fashion circular. (2019). Burberryplc. Retrieved August 16, 2021, from http://www.burberryplc.com/en/news/sustainability/2019/burberry-and-the-realreal-join-forces-to-make-fashion-circular.html
65 Sustainable fashion shows (n.d.). Gucci. Retrieved August 20, 2021, from https://equilibrium.gucci.com/sustainable-fashion-shows/
66 The realreal x Stella Mccartney (n.d.). The RealReal. Retrieved August 20, 2021, form https://promotion.therealreal.com/stellamccartney/
67 Thorisdottir, T., & Johannsdottir, L. (2020). Corporate social responsibility influencing sustainability within the fashion industry. A Systematic Review. Sustainability, 12(21), 9167. doi:10.3390/su12219167   DOI
68 Wadera, D., & Kaur, J. (2019). Comparing sustainability practices in luxury brands: A conceptual model. Journal of Asia Entrepreneurship and Sustainability, 15(3), 151-194. Retrieved from https://www.proquest.com/docview/2395284310?pq-origsite=gscholar&fromopenview=true
69 Wang, H., Ko, E., Woodside, A., & Yu, J. (2021). SNS marketing activities as a sustainable competitive advantage and traditional market equity. Journal of Business Research, 130, 378-383. doi:10.1016/j.jbusres.2020.06.005   DOI
70 Gucci introduces Demetra: A luxury material with an eco-friendly ethos. (2021). Gucci. Retrieved August 20, 2021, from https://equilibrium.gucci.com/gucci-introduces-demetra-a-luxury-material-with-an-eco-friendlyethos/
71 Ormerod, K. (2021, January 26). The pandemic forced designers to embrace upcycled fashion. Harper's bazaar. Retrieved August 3, 2021, from http://www.harpersbazaar.com
72 Bernardi, A., Cantu, C., & Cedrola, E. (2022). Key success factors to be sustainable and innovative in the textile and fashion industry: Evidence from two Italian luxury brands. Journal of Global Fashion Marketing, 1-18. doi:10.1080/20932685.2021.2011766   DOI
73 Watson, M., & Yan, R. (2013). An exploratory study of the decision processes of fast versus slow fashion consumers. Journal of Fashion Marketing and Management, 17(2), 141-159, doi:10.1108/JFMM-02-2011-0045.   DOI
74 Yoon, S., Jin, K., & Kang H. (2013). A study on characteristics and consumption revitalization strategies of sustainable fashion industry - focused reused and recycled fashion industry -. Journal Korea Society of Visual Design Forum, 40. doi:10.21326/ksdt.2013..40.028   DOI
75 Yu, J., & Ko, E. (2021). UGC attributes and effects: Implication for luxury brand advertising. International Journal of Advertising, 40(6), 945-967. doi:10.1080/02650487.2021.1898773   DOI