Читать книгу Marketing for Sustainable Development - Группа авторов - Страница 31

Luxury brands such as LVMH and Estée Lauder have implemented actions to optimize water and energy consumption by encouraging the use of renewable resources. Others have adopted recycling, such as Yves Saint Laurent (now Saint Laurent) which, in June 2009, launched its New Vintage collection, created with unused fabric from previous seasons, and Hermès, which in its Petit H workshops produced small accessories made from offcuts of leather or fabrics, and even 16^e Sud, which makes bags from recycled leather.

Some brands are convinced of the positive impact of environmentally-friendly practices on the perceived quality of their products. Kering, for example, considers sustainability to be an extension of quality; the natural dimension that characterizes environmentally-friendly materials can strengthen the superior quality of luxury products. In reality, the final outcome depends on the judgment of consumers, who can be skeptical of the inclusion of sustainable materials in luxury products (Achabou and Dekhili 2013). Luxury companies should demonstrate caution in the selection of new sustainable raw materials and plenty of creativity in how they are used.

As an example, Gucci’s communication (via its website) on its environmentally-friendly shoes emphasizes a production process that brings together creativity and responsibility, with the ongoing concern of responding to consumer expectations in terms of quality, unique design and so on:

Gucci is delighted to announce the launch of environmentally friendly soles made from bioplastics (biodegradable materials) [...] This new project is emblematic of the aim of the House, which is to interpret the desires of the modern consumer in a responsible way though sustainable items, while maintaining the balance between the timeless values of style and superior quality and an expanding ecological vision.