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Sustainability Strategies in Luxury Fashion Brands as a Relevant Factor in the Development of Brand Love

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Advances in Fashion and Design Research (CIMODE 2022)

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Abstract

The purpose of this investigation is to understand how sustainability can emerge as a strategic branding factor in luxury fashion brands to stimulate brand love. Will it be a sustainable luxury fashion brand most desired by consumers? Is there a more empathetic connection on the part of the consumer when luxury fashion brands respect ethical and sustainable standards? What strategies should luxury fashion brands follow to be loved by the consumer? These are some of the questions that we intend to study with a focus on the concept of brand love. In addition to an approach to theoretical concepts related to brand love, luxury fashion and sustainability, the Stella McCartney brand was selected for a case study, which is an example of corporate transparency and plays a notable role in the sustainable fashion. It was concluded that sustainability can be a key factor in stimulating consumers’ love for brands, which translates into a positive word-of-mouth and high loyalty and commitment.

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Acknowledgments

This research is also supported by national funds financed this work through FCT – Foundation for Science and Technology, I.P., within the scope project UIDB/00711/2020 from UNIDCOM/IADE - research unit in Design and Communication. The authors are very grateful for the support given by the research unit UNIDCOM-IADE and research unit Fiber Materials and Environmental Technologies (FibEnTech-UBI), on the extent of the project reference UIDB/00195/2020.

Author information

Authors and Affiliations

  1. UBI/IADE-UE, Covilhã, Lisbon, Portugal

    Inês Carvalho

  2. UNIDCOM/IADE, Research Unit in Design and Comunication, Lisbon, Portugal

    António Mendes & Madalena Pereira

  3. FibEnTech, Research Unit, Covilhã, Portugal

    Madalena Pereira

Authors
  1. Inês Carvalho
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  2. António Mendes
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  3. Madalena Pereira
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Corresponding author

Correspondence to Inês Carvalho .

Editor information

Editors and Affiliations

  1. School of Engineering, 2C2T-Centre for Textile Science and Technology, University of Minho, Guimarães, Portugal

    Ana Cristina Broega

  2. School of Engineering, 2C2T-Centre for Textile Science and Technology, University of Minho, Guimarães, Portugal

    Joana Cunha

  3. School of Engineering, 2C2T-Centre for Textile Science and Technology, University of Minho, Guimarães, Portugal

    Hélder Carvalho

  4. School of Architecture, Art and Design, Lab2PT-Landscape, Heritage and Territory Laboratory, University of Minho, Guimarães, Portugal

    Bernardo Providência

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Carvalho, I., Mendes, A., Pereira, M. (2023). Sustainability Strategies in Luxury Fashion Brands as a Relevant Factor in the Development of Brand Love. In: Broega, A.C., Cunha, J., Carvalho, H., Providência, B. (eds) Advances in Fashion and Design Research. CIMODE 2022. Springer, Cham. https://doi.org/10.1007/978-3-031-16773-7_60

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  • DOI: https://doi.org/10.1007/978-3-031-16773-7_60

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-16772-0

  • Online ISBN: 978-3-031-16773-7

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