Very often than not, we think - can Luxury ever go hand in hand with Sustainability? Even if so, are the brands really interested to divert attention from their Premium DNA to be seen as just "Green"? Are they ready to limit their clientele to just those who care for the planet or is business still a business, time-to-time, throwing in subtly the Corporate Social Responsibility factor?
Fashionbi team has delved deeply into the topic of so-called Eco Fashion and chosen carefully a list of brands from all walks - Private Brands (Vivienne Westwood, Ermenegildo Zegna, Giorgio Armani), Public Brands (Ralph Lauren, Hugo Boss, Burberry) and Eco-Brands (Edun, Eden Diodati, Maiyet). With this research, the team has deeply analysed the sync (or not) between the amount of sustainability components the brands publicly announced, the societal response to these actions, and the level of communication the brand had on social media about sustainability.
Be it the Pink Pony Fund initiative by Ralph Lauren, manufacturing processes supporting raw talents in Varanasi (Indian) and Uganda by Edun, Hugo Boss's announcement of going Fur Free OR Giorgio Armani's sustainability program supporting philanthropic initiatives, if a brand is not communicating its initiatives or stops to do so after a while - it could be criticised and make the consumers wonder whether or not a brand is really making any effort. Curious to know which brands won and which didn't stick to their Go-Green claims? Find it all out, with our newest precious research on the subject.
Comparative Analysis of Brand Sustainability Actions
Analysis of Brands: Sustainability Actions and Communication
- Eden Diodati
- Ralph Lauren
- Hugo Boss
- Vivienne Westwood
- Ermenegildo Zegna
- Giorgio Armani
- Brand Positioning Map
- Final Insights