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Sustainability Across Industries

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Sustainable Luxury Brands

Part of the book series: Palgrave Advances in Luxury ((PAAL))

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Abstract

In Chap. 3 we argued that luxury and sustainability are complementary concepts, and demonstrated some of the ways that early movers in the luxury market are leveraging their natural strengths to become more sustainable. In Chap. 4 we focused, instead, on the key pillars of sustainable consumption. Taken together, the previous two chapters suggest that luxury companies have a large, often underexplored, potential to leverage their being sustainable, thus fulfilling the growing global luxury consumers’ concern for development. In response to such an increased luxury consumers’ sensitivity toward sustainability, companies are pushed to adopt ever-stricter sustainability standards. With the shift from “conspicuous consumption” to “conscientious consumption,” responsible consumers have become more informed about brands and products of all kinds—luxury and non-luxury alike.

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Notes

  1. 1.

    Green washing is a communication strategy of some companies, organizations or political institutions aimed to build a self-image deceptively positive in terms of the environmental impact, in order to divert public attention from the adverse effects on the environment caused by its activities or its products.

  2. 2.

    Source: Interview with Marie-Claire Daveu, Chief Sustainability Officer and Head of International Institutional Affairs of Kering, 2016.

  3. 3.

    http://www.forbes.com/sites/aliciaadamczyk/2014/11/17/green-is-the-new-black-fashion-industry-aims-to-increase-sustainable-practices/#2d0362161b58

  4. 4.

    http://www.kering.com/en/press-releases/kering_recognised_as_one_of_the_greenest_companies_worldwide_by_newsweek

  5. 5.

    http://www.stellamccartney.com/experience/it/sustainability/responsability/

  6. 6.

    http://www.businessoffashion.com/articles/bof-500/placing-sustainability-heart-kering

  7. 7.

    Stella McCartney, Il nostro impegno. Retrieved November 6, 2015, from http://www.stellamccartney.com/experience/it/sustainability/our-commitment/

  8. 8.

    SA8000 is the certification issued by the Council of Economic Priorities Accreditation Agency, which assesses companies based on practices around human rights, including respect for workers’ rights, protection against exploitation of minors, and standards for safety and health at work.

  9. 9.

    http://www.cameramoda.it/en/associazione/news/1291/

  10. 10.

    “Rank a Brand” is the Europe’s largest brand-comparison website with 600 brands in 25 sub-sectors, including fashion, electronics, food and beverages, and travel.

  11. 11.

    http://rankabrand.org/Retailers/H%26M

  12. 12.

    http://about.hm.com/en/About/sustainability/hm-conscious/conscious.html

  13. 13.

    http://about.hm.com/en/About/sustainability/commitments/conscious-fashion.html

  14. 14.

    http://www.environmentalleader.com/2012/12/03/zara-bows-to-greenpeace-commits-to-zero-chemical-discharge/#ixzz3rIjEMgFV

  15. 15.

    2 % of the amount Lush spends on raw materials and packaging is donated to the SLush Fund.

  16. 16.

    Greenbiz.it (2013). Obiettivo Sostenibilità: Beiersdorf traccia la roadmap fino al 2020. Retrieved December 18, 2015, from http://greenbiz.it/comunicati-stampa/dalle-aziende/6860-beiersdorf-csr

  17. 17.

    Dior (2015). Fragrances. Retrieved November 12, 2015, from http://www.dior.com/beauty/en_us/fragrance-and-beauty/fragrance/axe-fragrance-fragrance.html

  18. 18.

    Molson COrs is a North American brewing company; it is the world’s seventh largest brewer by volume.

  19. 19.

    The Ceres Roadmap for Sustainability. Retrieved May 29, 2016, from http://www.ceres.org/roadmap-assessment/sector-analyses/food-beverage

  20. 20.

    http://www.worldwatch.org/achieving-sustainable-food-system-organic-farming

  21. 21.

    http://downtoearth.danone.com/2014/12/17/danone-brazils-plant-works-on-biomass/

  22. 22.

    http://www.theguardian.com/sustainable-business/best-practice-exchange/danone-carbon-reduction-is-key

  23. 23.

    The award “Product of the Year” is awarded by leading market research on innovation in Italy on the basis of more than 12,000 consumers; the competition “Food - Chosen by experts,” established by the magazine FOOD, is assigned according to three precise parameters: performance on the distribution market, the judgment of the retail and the judgment of experts in communications, marketing, consulting associations and market research. “Nature Award” is the competition promoted by Green City. The product candidates were pre-selected by a committee of environmental experts, journalists, scientific personalities. Next, a sample of 10,000 Italians expressed their preferences and, based on these results, the Committee declared the winner.

  24. 24.

    http://www.circuitiverdi.it/blog/lapp-green-san-benedetto/

  25. 25.

    The “EcoPhyto Plan” was launched by French government, experts, civil society, industry professionals and official agencies in 2008 in order to reduce the use of pesticides while maintaining high yield as well as high quality in agricultural production (http://frenchfoodintheus.org/916).

  26. 26.

    LVMH, Environmental Report 2013.

  27. 27.

    However, it must also be acknowledged that the KPCS has also been criticized in terms of effectiveness. (http://www.theguardian.com/sustainable-business/diamonds-blood-kimberley-process-mines-ethical).

  28. 28.

    Minergie is a registered quality label for new and refurbished low-energy-consumption buildings.

  29. 29.

    www.tiffanyandcofoundation.org

  30. 30.

    http://www.tiffanyandcofoundation.org/about/

  31. 31.

    http://www.bulgari.com/it-it/about-bulgari-csr

  32. 32.

    http://www.pwc.com/gx/en/industries/automotive/sustainability.html

  33. 33.

    http://fortune.com/2014/06/24/50-best-global-green-brands-2014/

  34. 34.

    http://www.environmentalleader.com/2015/10/19/toyota-targets-zero-carbon-emissions-from-vehicle-lifecycle-plants-by-2050/

  35. 35.

    http://www.toyota-global.com/sustainability/environment/plan/fifth_plan/

  36. 36.

    http://corporate.ford.com/microsites/sustainability-report-2013-14/environment-products-electrification-benefits.html

  37. 37.

    http://csrcomposing.tumblr.com/post/78731742267/ferrari-and-their-plan-for-a-sustainable-future

  38. 38.

    https://osha.europa.eu/en/tools-and-publications/publications/wellbeing-programme-at-ferrari-formula-uomo

  39. 39.

    http://www.autonews.com/article/20140915/OEM04/309159942/ferrari-turns-to-turbos-and-hybrids

  40. 40.

    http://www.businessgreen.com/bg/news/2416694/lamborghini-puts-foot-down-on-carbon-neutral-operations

  41. 41.

    http://sustainabilityreport2014.volkswagenag.com/our-group-brands/lamborghini

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Amatulli, C., Costabile, M., De Angelis, M., Guido, G. (2017). Sustainability Across Industries. In: Sustainable Luxury Brands. Palgrave Advances in Luxury. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-60159-9_5

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