The role of sustainable communication for personal luxury goods

Bachelor Thesis , 64 Pages

Business economics - Trade and Distribution

To solve the question of what the role of sustainability is within the luxury goods segment, the first two chapters will give an understanding of luxury and sustainability. This understanding is needed for the later analyses. After the first two chapters, a combination between luxury and sustainability is presented by doing qualitative research and literature analysis.

Therefore, the acting of personal luxury companies nowadays and the perspective of luxury consumers is analyzed. Followed by a SWOT analysis in which strengths, weaknesses, opportunities, and threats of communicating sustainable values for personal luxury brands are combined. From the SWOT analysis, results have been derived, which can be an example for luxury companies.

In the next chapter, an expert interview was conducted to gain insights from the personal luxury industry. Finally, recommendations for action are presented. In the end a conclusion of the work and its results is given, as well as a thesis about the development in the future.

It's a highly explosive mix. On the one hand, it is becoming increasingly important that we protect our planet. The awareness that we need to adapt our behavior is growing among people. Especially, younger generations are more concerned with the sustainable development.

To influence consumer buying behavior, it is critical for luxury companies to understand why consumers buy luxury products and services and how their perceptions of luxury values influence them. Therefore, it is important to understand the sustainability values that consumers consider when purchasing a luxury item in order to communicate these (sustainability) values in the right dosage.

Table on contents

Abbreviations

List of figures and tables

1 Problem description (relevance, objective, and methods)

2 Luxury
2.1 Definition & development of luxury
2.2 Trends in the personal luxury category
2.3 Criticism in the personal luxury goods category
2.4 Personal luxury goods market

3 Sustainability
3.1 Definition of sustainability
3.2 Environmental sustainability
3.3 Social sustainability
3.4 Economic sustainability
3.5 Corporate Social Responsibility

4 Luxury and sustainability
4.1 Awareness of corporate sustainability
4.2 Analyzing the consumer’s perspective
4.3 Perspectives differences on sustainability due to the age
4.4 Analyzing different cultures
4.5 Status quo of sustainable communication

5 SWOT
5.1 Strengths
5.2 Weaknesses
5.3 Opportunities
5.4 Threats
5.5 SWOT-Strategies

6 Expert Interview
6.1 Methodology
6.2 Interview 1

7 Recommendations for action

8 Conclusion
8.1 Critical review
8.2 Outlook

References

Appendix

Interview transcript

• Author: Jakob Maas (Author)
• Pages: 64
• Catalog Number: V1278229
• ISBN (PDF): 9783346780119
• Language: German