Bricks and Mortar Retail Stores as Sustainability Communication Channels for Luxury Fashion Brands

With customers increasingly shifting to digital and mobile, the role of the bricks and mortar retail stores has been called into question as a crucial aspect of luxury fashion brand management. However, in the marketing academic literature, few papers have focused on the key role of bricks and mortar stores for luxury fashion brands in a competitive scenario that is increasingly virtual and less controllable by companies. Thus, the present research aims to fill this research gap by exploring, through a qualitative research design, the relevance of company managed retail stores as channels of communication for the social and environmental sustainability of luxury fashion brands.