Zrównoważony rozwój jako nowa kategoria wartości w modzie luksusowej? Wyniki jakościowych badań międzynarodowych sprzedawców

Beata Stępień

Abstract

The aim of the article is to show the evidence and causes of discrepancies in communication of sustainable development (as a complementary category of value) by the owners of brands and sellers in the luxury fashion industry. Qualitative research in the form of mystery shopping conducted between 2017 and 2018 in four cities: Singapore, Dubai, Paris and Berlin in stores of 10 global luxury fashion brands. Low consumer interest in sustainable development issues, combined with a lack of emphasis on implementing this idea in fashion houses, results in low awareness of retailers and communication of sustainable development as a category of values. The importance of sustainability as a complementary value of luxury is growing among consumers from Europe, the United States or Canada, while for the Far East it is still an irrelevant category for purchasing decisions. The emphasis on the promotion and the implementation of this idea is a function of both the interest of the consumer and the importance attached to it by the brand itself.
Author Beata Stępień (WGM / KZM)
Beata Stępień,,
- Department of International Management
Other language title versionsSustainability as a new category of value in luxury fashion? Results of qualitative research of international retailers
Journal seriesPrzedsiębiorczość Międzynarodowa, ISSN 2543-537X, e-ISSN 2543-4934, (N/A 20 pkt)
Issue year2019
Vol5
No1
Pages149-166
Publication size in sheets0.85
Keywords in Polishzrównoważony rozwój; moda luksusowa, zakupy utajone; komunikowanie wartości konsumentowi; sprzedawcy mody luksusowej
Keywords in Englishsustainable development; luxury fashion; hidden shopping; communicating value for the consumer; luxury fashion sellers
Abstract in PolishCelem artykułu jest ukazanie przejawów i przyczyn rozbieżności w komunikowaniu zrównoważonego rozwoju (jako komplementarnej kategorii wartości) przez właścicieli marek i sprzedawców w branży mody luksusowej.
DOIDOI:10.15678/PM.2019.0501.10
URL https://ier.uek.krakow.pl/index.php/pm/article/view/1894/pdf
Languagepl polski
Score (nominal)20
Score sourcejournalList
ScoreMinisterial score = 20.0, 14-04-2020, ArticleFromJournal
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