Why are Luxury Brands Like Chanel and Versace Embracing Green Marketing? Do You Still Think it’s a Fad?

mk-aw989_greenl_ns_20090701185612Many of the world’s best-known luxury labels are starting to introduce eco-friendly products. They’re trumpeting their social responsibility and embracing Mother Nature in their advertising.  To add kindling to their environmental fire is a recent study from Cone Consumer Environmental that found:

  • 35 percent of Americans have higher interest in the environment today than they did one year ago;
  • 35 percent of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn; and,
  • 70 percent of Americans indicate that they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.

How are you and your company’s product and services responding to the new green consumer aesthetic? Do you think it’s a fad that’s going to be fading, or are you prepared to dive into sustainability and the environment with your offering?

Read the entire story, “Luxury-Goods Makers Brandish Green Credentials” from the Wall Street Journal.

5 Comments On This Topic
  1. Wal-Marts Green labeling Initiative Changes Sustainable Marketing Environment | posted
    July 16, 2009 at 5:34 pm

    [...] this week I wrote about the big, luxury brands like Chanel and Versace adopting an eco-conscious ethos to capture [...]

  2. Matt Dibble posted
    July 16, 2009 at 8:03 pm

    Call me a cynic but it’s going to take a lot more than them telling me they’re eco friendly to believe it. You can’t be toxic with your product and waste for years and suddenly convince me that I should support your product.
    Not to mention the fact that over 90% of advertising is greenwashing… I’ll stick with the companies I believe to be honest and sincere.

    But that’s the cynic in me! The optimist says that it’s great that we’re coming to a point where the large companies are starting to look at the way they’re doing things and hopefully make changes.

  3. Park posted
    July 17, 2009 at 8:22 am

    The glass is half full for me because they are creating a green platform that they at least must be accountable for.

  4. Ms. Jenn posted
    July 23, 2009 at 12:33 pm

    Luxury companies can afford to go green and use green materials. With labels like Chanel, Versace, and YSL, the materials and craftsmanship must be excellent and unique in order to be able to be marketed as a luxury product. Green materials are often high quality and hard to acquire, so it fits right in for them.

    Also, the target audience to which luxury brands are marketing to want more than just a good product that is expensive and prohibitive to those of lesser wealth. They want something that gives them an added value, comfort, an experience, and a green item can do that. It adds a higher level of exclusivity, identifies the product with higher quality than usual, and it gives the customer the experience of feeling like he/she has done something ethical.

    There was an article not too long ago about a luxury conference in Monaco, where the advice was to go green and be ahead of the crowd to survive.

  5. Car radio install posted
    June 14, 2010 at 12:12 am

    Keep it clean, no wind and stay away from aluminum, it’s rather fickle!

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