Luxury brands want to fit into sustainable lifesty - footwearbiz: Lead

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Luxury brands want to fit into sustainable lifestyle

26/08/2014
Luxury brands, including the biggest in the industry, are already thinking about how consumers will perceive their products five years from now, according to Guy Morgan, a director of BSR, the not-for-profit organisation that runs the Sustainable Luxury Working Group.

Based in Paris, Mr Morgan addressed the 2014 CICB Sustainability Forum in Brazil in August. He said: “Brands think that in five years’ time they will gain market share if their products are placed in a sustainable lifestyle context. Sales will go through the roof, or at least they hope they will.”

His view is that brands and their suppliers, including tanners, need to start working together now to “co-create” what will constitute a sustainable lifestyle in the first place and then “create products that fit into that paradigm, rather than just create in a vacuum.”


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