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A recent New York Times article documents marketers' shift from "treat yourself; you can afford it," to "the planet can't afford for you to spend less." As even the well-heeled take their belts in a notch, excess is no longer trendy - and savvy marketers in the luxury-goods game are tailoring their messages accordingly. The new buzzwords? "Sustainable luxury" and "slow fashion" (a take on the "slow food" movement toward fresh, local ingredients).
"Today, more than ever, people want a return to genuine values, such as timelessness, sincerity and exemplary standards," Francois-Henri Pinault, chief executive of French luxury brand PPR, explains. "And these are all qualities which-as we have seen-are inherent in sustainable luxury." What's more, says industry consultant Jem Bendell, "Luxury brands have the margin and the mandate to create the most environmentally responsible products." High-end labels say they are responding to consumer demand as they implement responsible sourcing policies and other sustainability programs. Earlier this month, the U.K. launched a carbon footprint label for the fashion retail market. Read source article on Sustainable Life Media here. www.SustainableLifeMedia.com
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