Abstract:
One of the major trends which is shaping the fashion sector in more recent years is the concept of Sustainability. With this paper, my purpose is to try to define how major groups operating in this field such as LVMH and Kering can fit into this context of change and how they are trying to include the ideas of environmental and social Sustainability within their strategies and future plans. The first part of my thesis focuses on new trends which are emerging among younger generations and on new practices that current brands are developing in order to adopt a more sustainable behavior. Within the second part, I try to explain how LVMH and Kering decided to adapt their past and ongoing strategies to new consumers' preferences and attitudes and how they are still interpreting modern notions which may influence their present and future choices.
