Yesterday I attended the conference “Fashion Forward: Let’s Talk Fashion With Conscience”, organised by the Digital Marketing & Analytics and the Sustainability Interest Groups from the Academy of Marketing.
I shared a few reflections on the circular initiatives by luxury fashion brands and PSS companies. Whilst luxury brands present circular initiatives as a move to reconcile consumption behaviour with the requirements of the planet, it is fashionability, the quest for novelty, that still dictates our approach to clothing consumption. In addition, on these platforms consumers show contrasting and multiple behavioural traits, dictated by the desire to invest in a piece that hold their value for a long time, or on the opposite to be fashionable without spending too much. Finally, I offered an analysis on how these initiatives are presented, and the impact on the same definition and understanding of luxury fashion items.
Such a pleasure and an honour to contribute to such an interdisciplinary debate – from the blockchain to digital marketing, from data analytics to consumer behaviour – and to exchange opinions with fellow academics, practitioners, and future generations of professionals.