Communication strategies of luxury fashion brands: Is sustainable a luxury?

Authors

DOI:

https://doi.org/10.24265/cian.2020.n11.08

Keywords:

Luxury fashion, Sustainability, Sustainability fashion, Slow fashion, Haute couture

Abstract

The use and consumption of ecological and sustainable products imply a high cost due to the complexity of its supply chain, and luxury fashion is an industry that is increasingly influenced by the phenomenon of sustainability. "Is sustainable luxury or sustainability a luxury?" It is the main question that the current investigation seek to address through in-depth interviews with professionals in the luxury fashion sector, how do their production chains work, what strategies are used in their businesses and how do they promote ecological and sustainable values ​​through an aesthetic expression such as Haute Couture garments.

  

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Author Biographies

  • Zahaira Fabiola González Romo, Universitat Internacional de Catalunya (España)

    PhD in Advertising and Public Relations from the Autonomous University of Barcelona (Spain). At present She is a full professor at the Central University of Catalonia - University of Vic, coordinator of the degree at the International University of Catalonia, consultant at the Open University of Catalonia and professor at the Center for Image and Multimedia Technology of the Polytechnic University of Catalonia and at the Escola Universitària del Mediterrani.

  • Alejandra Montilla Morado, Universitat Internacional de Catalunya (España)

    PhD in Advertising and Public Relations from the Autonomous University of Barcelona (Spain). At present Graduated from the International University of Catalonia (Spain) and plays the role of Account Executive at McCann Worldgroup Spain. Management skills and Leadership teams. Through the work of team and research, became interested in the world of fashion and how its factors influence consumption habits and development of the economy in today's society. She is currently researching the field of sustainable fashion and its different influences and aspects.

  • Elisa Regadera González, Universitat Internacional de Catalunya (España)

    PhD in Communication. She is currently a professor of Institutional Communication and Fashion and Trends Communication at the International University of Catalonia (Spain). Research member of the SGR "Communication, Media and Society" and the "Teaching Innovation Network for sustainable consumption". Research on communication and sustainability, with a special focus on the fashion industry

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Published

2020-06-18

Issue

No. 11 (2020): Correspondences & analysis N°11 2020 (january - june)

Section

Arti­cles

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How to Cite

González Romo, Z. F., Montilla Morado, A., & Regadera González, E. (2020). Communication strategies of luxury fashion brands: Is sustainable a luxury?. Correspondences & Analysis, 11, 195-247. https://doi.org/10.24265/cian.2020.n11.08
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