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'Luxury brands need to redefine themselves'

19
Jun '20
Brands cannot just be “somewhat sustainable” in the future, and to reach younger consumers, they will have to redefine themselves and create business models that are built around purpose and with sustainability at its core. Greenwashing or just lovely words will not resonate with future, according to Daniel Langer, CEO, Equite.

Giving an example of China, the largest and youngest luxury market in the world, Langer says, "As luxury brands are becoming increasingly important, China’s hyper-informed young consumers are starting to consider the negative effect of this mass consumption. Questions about where materials come from, the quality of colours and dyes used, and how workers are treated during the production process are just a few of the issues brands now need to answer."

In his article 'Redefining luxury' in the hard bound fifth edition of the Sustainability Compendium - ‘Going Circular’ brought out by Fibre2Fashion, Langer writes: "And the answer should better be that the entire process of sourcing and production has been holistically aligned and meticulously controlled."

Pre-order your copy of the Sustainability Compendium V – Going Circular

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Fibre2Fashion News Desk (RKS)


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