Sustainability under the pillars of luxury.

By. Claudia Torrico

Luxury is a unique category that breaks traditional patterns, as Jean Noel Kapferer explains in his book Kapferer on #luxury, #luxurybrands strive to maintain their exclusivity and are committed to a business model that year after year seeks to sell less and Billing more, raising your prices staggered, maintaining your artisan stock, increasing attention to detail, improving the impossibly perfect customer service, and consequently being more profitable

Under these pillars, sustainability and luxury are parallel currents in many aspects, or rather we could say that luxury adapts to many of the principles of sustainability: the long life of the products, the singular production far from the series and the massiveness, zero remaining inventory and zero waste, afterwards the materials and processes would have to be investigated, but even the social and economic sustainability is maintained since the teams of artisans and experts are very well paid in the industry, what is missing?

Consciousness. That is the ingredient that has come to complete the picture. Talking about a sustainable company under current standards is virtually impossible to achieve, solar panel plants, green energy in all processes, recycling of water and non-renewable resources, certified suppliers are needed, and even then we would surely be incurring some fault. From now on we will talk about conscious brands, it is a term that best relates to customers and fashion, it is understood by everyone and above all, it is a term with accessible, noble and achievable standards.

The equation is simple. What is the purpose of your brand? To that end, add the values ​​of consciousness in the processes and you have a conscious brand. A brand that guarantees that its products are made with materials studied, a proven testing, fair wages, optimal conditions, minimal waste and above all some associated cause that manages to offset the carbon footprint.

The French designer Marine Serre, winner of the LVMH award and founder of her eponymous brand for a few years, made a very accurate description of her vision of sustainability: “more than being sustainable, we must bet on ecological changes with sense. We must talk about eco-futurism, mix recyclable or recycled technical materials, with environmentally friendly practices and choose to give a second life to everything we can. We must produce less, but with greater value ”.