Creating a sustainable future: insights into brand marketing in the luxury fashion industry

Title

Creating a sustainable future: insights into brand marketing in the luxury fashion industry

Creator

Kaur H.; Choudhary S.; Manoj A.; Tyagi M.

Description

This paper aims to develop a conceptual framework that elucidates the factors that impact sustainable luxury brand marketing, specifically focusing on the luxury fashion industry. The framework aims to highlight the role played by the industry in promoting economic, social, and environmental sustainability. By examining these factors, the study seeks to contribute to a better understanding of how luxury fashion brands can effectively incorporate sustainability into their marketing strategies, thereby fostering a more sustainable and responsible approach to luxury consumption. Applying the theoretical framework derived from the literature review and systematic mapping approach, we examine its relevance in the luxury fashion market. This exploration allows us to assess its practical applicability and gather empirical evidence regarding sustainable brand marketing in this context. This research will give an in-depth analysis of the major elements influencing the consumption of sustainable luxury goods. The findings expand our understanding of the sustainable practices adopted by luxury fashion brands, providing valuable insights for academia and the industry. This studys implications are profound: luxury brand managers can enhance brand value through insights on sustainable fashion consumption drivers, while sustainable brands gain strategies for audience engagement and loyalty. 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

Source

Cogent Business and Management, Vol-11, No. 1

Date

2024-01-01

Publisher

Cogent OA

Subject

attitude; Brand Management; branding; Consumer Behaviour; fashion industry; luxury; Marketing; purchase intention; Relationship Marketing; Sales; Sharma Nitika, International Management InstituteNew Delhi, India; Sustainability; Sustainability; sustainability challenges; sustainable luxury fashion

Coverage

Kaur H., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Delhi, India; Choudhary S., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Delhi, India; Manoj A., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Delhi, India; Tyagi M., School of Commerce, Finance and Accountancy, CHRIST (Deemed to be University), Delhi, India

Rights

All Open Access; Gold Open Access

Relation

ISSN: 23311975

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1080/23311975.2024.2328391

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188450987&doi=10.1080%2f23311975.2024.2328391&partnerID=40&md5=146fb689be186e202dbf8371d5eb9d63