How do luxury brands communicate sustainability?

Abstract

This article intends to study how luxury brands can communicate sustainability to their
consumers. As sustainability is one of the most talked about concepts today, it is important for
companies to be aware of the impact that the fashion industry has on the planet. For some
consumers it is important to promote sustainability when purchasing a product, however for others
luxury and sustainability are dissonant concepts. This article is based on a literature review in
order to understand how luxury brands communicate sustainability. Through this article it appears
that luxury brands don´t communicate about their sustainability activities. Therefore, it is important
to implement sustainability communication strategies in luxury brands.