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French

ID: <

10670/1.33d6ri

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To what extent should sustainable development be more present in the luxury leather goods strategy in order to maintain the loyalty of customers who are sensitive to it?
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Abstract

luxury leather goods are a separate world, scarcity, beauty and exclusivity. If all these aspects make us dream, are we really aware of all facets of producing a leather bag? In a secret industry where exclusivity is sold as a guarantee of quality, do we know the real long-lasting intentions of this sector? There are consumers who ask questions and want answers, transparency and a shift in this environment towards a more sustainable strategy. However, is it important that luxury acts in response to this growing demand at risk of losing a market share? To answer my problem ‘To what extent must sustainable development be more present in the luxury leather goods strategy to maintain the loyalty of buyers who are sensitive to it?’ I carried out a quantitative study and a qualitative study to cover all the players in the luxury leather goods industry. I have come to the conclusion that while the luxury protagonists at the moment do not see the immediate interest of introducing a more sustainable strategy, customers are evolving rapidly and require more transparency. Traceability and fitness of the product is important not only for this proportion of customers, which is sensitive to sustainable development, but also for customers who demand an irreproachable quality and want to know what they are buying.

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