[논문]럭셔리 브랜드의 지속가능 실천 사례에 관한 연구

유수민; 이정수

doi:10.12940/jfb.2023.27.2.88

[국내논문] 럭셔리 브랜드의 지속가능 실천 사례에 관한 연구
A Case Study of the Sustainable Practice in Luxury Brands 원문보기

패션비즈니스 = Fashion business, v.27 no.2, 2023년, pp.88 - 107

유수민 (이화여자대학교 의류산업학과) , 이정수 (이화여자대학교 의류산업학과)

Abstract ▼ AI-Helper

This study aimed to understand the current status of practice for sustainability in luxury fashion brands. A total of five luxury brands (Louis Vuitton, Hermès, Gucci, Burberry, and Prada) were selected. Each company's official website, sustainability reports, and articles on sustainability practices were compiled. In addition, analysis was performed based on criteria of sustainability such as environmental, social, economical, and cultural dimensions. As a result, the biggest commonality of the five brands was that they promoted the most active change in the environment. These brands tried to reduce energy consumption in materials and production processes. Among them, Burberry, Gucci, and Louis Vuitton had their own departments for sustainability. However, there were differences in strategies of activities between brands for social, economical, and cultural sustainability. Among the five companies, Burberry and Gucci pursued sustainability strategies the most aggressively. They separated their sustainability strategies in terms of environmental, social, economical, and cultural aspects and shared them with consumers. A set of outcomes for the plan were provided as objective data. The sustainable management strategy has become a key strategy for long-term growth of the luxury brand market. To survive in the market, luxury brands should elaborate sustainable management strategies and actively share them with consumers.

Keyword

표/그림 (11)

그림 Figure 1. Importance and Willingness to Pay for Sustainable Luxury Brand (www.altiant.com)
그림 Figure 2. Best Global Brand: Luxury Sector (www.interbrand.com)
표 Table 1. Criteria and Practice Categories for Sustainability Analysis
그림 Figure 3. Louis Vuitton's Eco-Friendly Production Strategy (from left: felt line, paper packaging, upcycling signal logo) (economist.com)
그림 Figure 4. Hermes Mycelium Bag (www.robbreport.com)
그림 Figure 5. Gucci's Equilibrium Logo (equilibrium.gucci.com)
표 Table 2. Louis Vuitton's Sustainability Practices
표 Table 3. Hermes's Sustainability Practices
표 Table 4. Gucci's Sustainability Practices
표 Table 5. Prada's Sustainability Practices
표 Table 6. Burberry's Sustainability Practices

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