The Wall Street Journal online recently had a great article about how many of the highest-end luxury brands you can think of (Tiffany’s, Yves Saint Laurent, Gucci, Louis Vuitton, Zegna) are turning to a green strategy to boost sales.
Here's an excerpt; “The luxury industry's adoption of a green message reflects the challenges facing some of the world's most glamorous brands. Once able to win customers with the promise of fine design, craftsmanship and service, the luxury business is contending with an aging core clientele and the aftermath of a decade-long expansion that has rendered exclusive brands less so than they used to be.
Those factors have purveyors of high-end fashions scrambling to re-invent their brands, in part by catering to younger shoppers who more often consider their impact on the environment than do traditional luxury-goods buyers.”
You might call it “sharing a worldview” with your customers. Or, offering “more than just a transaction.” These are some of the buzz-worthy phrases at my agency right now. And as luxury brands go green, they're making THAT their message.
Fact is, green campaigns do this, and more.
Luxury brands are often mature brands, and always rely on discretionary spending; for them it’s a great way to re-connect with people. And if you think about it, a green (or “we’re doing good”) message a great way to connect for all kinds of brands.
To read the full WSJ article, go HERE.