Sustainable luxury marketing

As the luxury landscape undergoes a profound transformation, the industry is reimagining itself through the lens of sustainability. By integrating sustainable values with digitalization into brand experiences, luxury companies are redefining their marketing strategies. Drawing on the paradox between luxury and sustainability, this analysis examines the definition of sustainable luxury marketing and introduces the Sustainable Luxury Marketing Framework. This framework details the strategic actions necessary to establish sustainable brand positioning. Consequently, luxury brands are being rebuilt around the traditional factors of durability and longevity, implementing sustainable practices that span from raw material procurement to product end-of-life. According to the Framework, luxury companies can growth successfully if planned sustainability activities align with the expectations of luxury consumers.