Detoxifying Luxury and Fashion Industry: Case of Market Driving Brands

The current chapter encompasses the distinction between market driving and market driven brands in the sustainable luxury and fashion industry. In particular, how brands are detoxifying their manufacturing, supply chain distribution and market along with the methods they have adapted to differentiate themselves in this process. In the long run, how these methods economically impact the brands and consequences followed from the consumer’s perspectives are explored. Stella McCartney published for the first time its environmental activity statement for the last three years of the brand in 2016. The fashion designer is also famous for her commitment to sustainability and her environmental friendly creations. Sustainability and detox are at the heart of debates within modern society and represent the main stake for the future, the organization of COP 21 in 2015 in Paris being one of the latest examples. However, when we talk about luxury industry, especially fashion, sustainability appears to be difficult to associate to this sector. Indeed, luxury is representing a kind of “unfair” and fast moving consumption, with some ostentation, while ecology involves the protection of resources and durable models. But sustainability and detox are representing a tremendous opportunity for luxury fashion brands. Luxury and fashion brands’ strategies need currently, within an increasingly competitive market, to shift from such paradoxes and to capitalize on being the greatest opportunity to dodge “green washing” advocacy communication.