Читать книгу Marketing for Sustainable Development - Группа авторов - Страница 35

Overcoming the image of companies that waste natural resources to satisfy secondary desires must be among the priorities of luxury brands. They have several arguments for this. The first concerns the essence of luxury, namely scarcity. This refers to a reasoned use of rare natural resources. The case of Ferrari, which, in 2013, decided to reduce its production by 4%, is interesting. Even if the aim behind this decision was to “encourage scarcity”, the brand can also boast an objective of preserving natural resources. The second argument concerns items being passed down from generation to generation. The exceptional quality of luxury products does grant them a much longer lifespan than ordinary products. This longevity refers back to the value of sharing, as promoted by sustainable development. The watchmaker Patek Philippe is a good example of a luxury brand that capitalizes on this sharing value through its “Generations” advertising. This is an advertising campaign that was first launched in 1996 and is still ongoing. Through this message, the brand is looking to remind consumers of the exceptional quality of its products and that their longevity that makes it possible to hand them down: “You never really own a Patek Philippe. You merely look after it for the next generation.”