Читать книгу Marketing for Sustainable Development - Группа авторов - Страница 38

Reputation is an essential strategic asset in luxury, but a particularly fragile one. In order to protect it, brands in this sector must avoid scandals related to animal welfare, which have multiplied in recent years. Beyond the above-mentioned strategies that make it possible to take this social dimension into account (such as companies purchasing their own farms for raising animals), new technologies, in particular Green Data, are another, less expensive means of vertical integration, which could enable luxury brands to ensure that their raw materials are produced in conditions respectful of animal welfare. This is the case with Stella McCartney, which has joined forces with Google Cloud to develop a traceability tool with the aim of improving its environmental and social management. In this regard, blockchain technology³, already used by some luxury companies to protect against counterfeiting, can also be an interesting tool in improving the traceability of raw materials.