Top

Published in:

2023 | OriginalPaper | Chapter

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

Authors : Inês Carvalho, António Mendes, Madalena Pereira

Published in: Advances in Fashion and Design Research

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

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.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 390 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Maschinenbau + Werkstoffe

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Vectors of Change in the Contemporary Clothing Sector Work Practices

next chapter Ergonomic Design of Women’s Clothing for Middle Age: Physical and Emotional Perception

Sternberg, R.J.: A triangular theory of love. Psychol. Rev. 93(2), 119 (1986)CrossRef

Fournier, S.: Consumers and their brands: developing relationship theory in consumer research. J. Consum. Res. 24(4), 343–373 (1998)CrossRef

Clifton R (2009) Brands and branding. Vol. 43. John Wiley & Sons

Batra, R., et al.: Brand love. J. Mark. 76(2), 1–16 (2012)CrossRef

Ahuvia, A., Carroll, B.: Some antecedents and outcomes of brand love. Mark. Lett. 17, 79–89 (2006)CrossRef

Bairrada, C.M., et al.: Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities. Eur. J. Mark. 52(3/4), 656–682 (2018)CrossRef

Bozbay, Z., et al.: The Relationship between brand Love and brand attitude. In: 2nd International Conference on Management and Business, Tebriz, Iran, May 2018 (2018)

Pimentel, M.: Como aproximar uma Marca do consumidor. Booknomics Editor, Lisboa (2007)

Bergkvist, L., et al.: Two studies of consequences and actionable antecedents of brand love. J. Brand Manag. 17(7), 504–518 (2010)CrossRef

10.

American Marketing Association: Branding (2022). https://www.ama.org/topics/branding/, Accessed 18 Jan 2022

11.

Okonkwo, U.: Luxury Fashion Branding: Trends, Tactics, Techniques. Palgrave, NY (2007)

12.

Kotler, P.: Marketing Management: Analysis, Planning, Implementation, and Control, 8th edn. Prentice Hall International, London (1994)

13.

Heine, K., Volker, T.: Practicable value-cascade positioning of luxury fashion brands. In: Proceedings of the 9th International Marketing Trends Conference, Venice 2010 (2010)

14.

Chitrakorn, K.: Luxury is culture now. Here’s how (2022). https://www.voguebusiness.com. Accessed 16 Jun 2022

15.

Bailey, E., et al.: Sustainability Branding in a Sceptical Age (2022). https://www.wgsn.com/fashion/article/90795 Accessed 16 Apr 2022

16.

Fog, K., et al.: Branding through storytelling. Storytelling: Branding in Practice: 12–25 (2005)

17.

Noguera, M., et al.: Valores y storytelling en los fashion films: El caso Tender Stories (2014–2017), de Tous. Revista de Comunicación 17(2), 316–335 (2018)CrossRef

18.

Kapferer, J.-N.: The new strategic brand management: Advanced insights and strategic thinking. 5th ed. Kogan page publishers (2012)

19.

LVMH: Commitment by the Arnault Family and LVMH Group for Notre-Dame de Paris (2022). https://www.lvmh.com/news-documents/news/commitment-by-the-arnault-family-and-lvmh-group-for-notre-dame-de-paris/. Accessed 1 Apr 2022

20.

Carrillat, F.A., et al.: Celebrity endorsement in the world of luxury fashion – when controversy can be beneficial. J. Mark. Manag. 35(13–14), 1193–1213 (2019)CrossRef

21.

Forbes: Luxury brands and social media: When less is more (2022). https://www.forbes.com/sites/forbesagencycouncil/2021/07/15/luxury-brands-and-social-media-when-less-is-more/?sh=49e0e51855f4. Accessed 16 Mar 2022

22.

Goldenberg, J.: The Research Behind Influencer Marketing (2022). https://www.ama.org/2022/02/16/the-research-behind-influencer-marketing/ Accessed 16 Mar 2022

23.

Campagna, C., Yoo, K.: When Customization in Luxury Brands Gets Too Personal (2022). https://www.ama.org/2021/02/11/when-customization-in-luxury-brands-gets-too-personal/. Accessed 11 Feb 2022

24.

Idowu, S.O., de Vries, H.J., Mijatovic, I., Choi, D. (eds.): Sustainable development. CSEG, Springer, Cham (2020). https://doi.org/10.1007/978-3-030-28715-3CrossRef

25.

Gwilt, A.: A Practical Guide to Sustainable Fashion, 2nd edn. Bloomsbury, London (2020)CrossRef

26.

McKinsey & Company: The State of Fashion 2022: An uneven recovery and new frontires (2022). https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion. Accessed 1 Apr 2022

27.

Anaya, S.: In Ethical Fashion, Desirability Is Sustainability (2022). www.businessoffashion.com/2010/07/in-ethical-fashion-desirability-is-sustainability, Accessed 18 Jan 2022

28.

Rauturier, S.: 22 Most Ethical and Sustainable Clothing Brands from Spain and Portugal (2022). https://goodonyou.eco/sustainable-brands-spain-portugal/ Accessed 1 Apr 2022

29.

Kozlowski, et al.: Corporate sustainability reporting in the apparel industry: an analysis of indicators disclosed. Int. J. Productivity Performance Manage. 64(3), 377397 (2015)

30.

Green, A.: Developing the Principles of Niche Luxury Fashion Brand Experiences. Australian and New Zealand Marketing Academy Conference, Auckland, NZ (2013)

31.

Stake,: Investigación con estudio de casos, 2nd edn. Ediciones Morata, Madrid (1999)

32.

Yin, R.K.: Applications of Case Study Research. Sage Publications (2011)

33.

Stella McCartney: Eco Impact Report 2020 (2020). https://www.stellamccartney.com/on/demandware.static/-/Library-Sites-StellaMcCartneySharedLibrary. Accessed 1 Apr 2022

Title: Sustainability Strategies in Luxury Fashion Brands as a Relevant Factor in the Development of Brand Love
Authors: Inês Carvalho
António Mendes
Madalena Pereira
Publisher: Springer International Publishing
Book: Advances in Fashion and Design Research
Print ISBN: 978-3-031-16772-0

Electronic ISBN: 978-3-031-16773-7

Copyright Year: 2023
DOI: https://doi.org/10.1007/978-3-031-16773-7_60

Springer Professional

Abstract

Please log in to get access to your license.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Technik"

Springer Professional "Wirtschaft"

Premium Partners