The analysis was performed by researchers at Columbia University and Georgetown University and published in the Journal of Marketing. Jennifer Sun, Silvia Bellezza, and Neeru Paharia are researchers investigating this issue.
Researchers say luxury products have unique and sustainable properties that give them a longer lifespan than low-end products.
“Luxury products have a long-lasting, timeless style, which allows them to have unique, durable and sustainable properties, such as longer life than low-end products,” Sun said. Focus on clothing and accessories. The industry has found that high-end products can be more sustainable than mass market products. “
Still, consumers do not believe that sustainability and luxury are compatible. Despite the long-lasting nature of luxury goods, sustainable luxury goods can be a paradoxical concept for consumers, as many consumers ignore the durability inherent in luxury goods. The average consumer prefers to buy multiple mass market products rather than a few luxury items.
“This is because we are ignoring the durability of the product. Durability is an important product attribute that consumers truly value, but it does not consider product life,” explains Bellezza. .. How can marketers help consumers focus on endurance? Researchers say that when the long-lasting nature of high-end products is emphasized, consumers are more likely to overcome their negligence in durability and buy fewer but better high-end products.
Consumers can actively participate in the sustainability movement by selectively purchasing less, longer-lasting and durable products, while businesses are attractive and directly related to sustainable luxury. You can also benefit from emphasizing the durability of the product, which is a timely attribute. In fact, many high-end entrepreneurial brands such as Pivotte, Everlane and Cuyana, as well as more established premium and luxury brands such as Patagonia and Loro Piana, use high quality materials and timeless styles. Promoting. The life of their product.
Paharia said: “Focusing on the sustainability aspect is an effective marketing strategy for high-end brands to promote their products, while helping consumers engage in more sustainable consumer practices. That is, you can shape the consumer by emphasizing the durability of the product. The actual buying behavior while promoting the core attributes of the luxury brand. “
In fact, two notable campaigns that directly communicate these findings are Patagonia’s “reduce purchases and increase demand” ads. This shows that buying less and more durable Patagonia products is good for consumers and the environment. The campaign suggests that consumers simply take care of the next generation, as branded watches are so durable and timeless. High-end product marketers and brand managers encourage consumers to overcome their negligence in product durability and buy fewer, better products for a more sustainable future. Can be emphasized.
Sustainable consumption is increasing for all consumers. But young millennials and Gen Z consumers have been more vocal about their desire to embrace sustainability. As seen in the tendency of celebrities wearing the same clothes at multiple awards ceremonies, there are several trends that show such a tendency, such as “buy less and buy better” and “slow fashion”. I am. Consumers advocating such a lifestyle seek to buy less, longer-lasting, high-end products rather than many cheaper products that are quickly thrown away. However, these trends and movements still represent a niche segment. This is because products with expensive price tags do not fit into the stereotypes of sustainable consumption that are generally associated with restraint and moderation.
Fast fashion retailers such as H & M and Zara have made disposable clothing and accessories available to consumers, reducing the average number of times they wear items by 36% compared to 15 years ago. Fast fashion provides consumers with access to fashionable clothing at a short-lived but affordable price, but it also imposes high environmental costs. Therefore, the fashion industry has become one of the largest pollutants, accounting for 10% of the world’s carbon emissions and 20% of the world’s wastewater.
Fiber2Fashion News Desk (SV)
Researchers in the United States say consumers can adopt a sustainable consumer lifestyle by investing in durable, high-end, luxury products. This is because luxury products have the unique sustainable property of durability, including long-lasting and timeless style. Therefore, they can have a longer lifespan than low-end products.
U.S. Survey: Consumers Can Adopt Sustainability by Buying Luxury Goods
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