Hippie pig assuming i’m just an old lady all over print shirt
Luxury goods tend to be associated with exclusivity rather than inclusivity. But thanks to the universal scrutiny of social media and consumer activism, high-end brands are under increasing pressure to be seen as companies who care.
Some have spent large sums on initiatives which address environmental concerns, or used their expertise to help deal with the pandemic.
The Kering group (which owns Yves Saint Laurent and Alexander McQueen) has, for example, set a target to reduce greenhouse gas emissions by 50% by 2025.
In response to COVID-19, fashion house Burberry donated more than 100,000 pieces of PPE to the NHS and healthcare charities. Hippie pig assuming i’m just an old lady all over print shirt . Meanwhile, luxury firm LVMH used its perfume manufacturing facilities to make free hand sanitiser for the healthcare system in France.
Yet it remains unclear whether consumers can reconcile the exclusive nature of luxury brands – selling at prices many cannot afford – with a public image of sustainability and environmental or social awareness. A range of studies has shown that consumers are ambivalent about such efforts. Research into millennials’ attitudes showed that younger consumers even see the concepts of luxury and sustainability as contradictory.
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