The evolution of Corporate Social Responsibility and Sustainability in the luxury fashion industry: Moncler S.p.A. case study

Abstract

To tackle the important issues of Corporate Social Responsibility and Sustainability in the luxury fashion industry, in this work I firstly define the subject of my analysis, that is to say the luxury goods industry. In particular, I describe the concept of luxury and how it has evolved over the years; then, I investigate the characteristics of the luxury goods industry; whereas in the last section of this first chapter I focus my attention on the specific sector of the luxury fashion. Secondly, I examine the topics of Corporate Social Responsibility and Sustainability: the development of these notions, their implications in the luxury fashion industry and the transformations and progress they faced in the last decades. Moreover, I explain who the consumers of this industry are and how important these values are nowadays to them: how they are influenced in their purchase choices by sustainability, how they react to the changes in the market related to these issues, how in turn they are evolving and influencing the business. Finally, I relate this literature and investigation to a concrete case study: Moncler Spa. I explain the history of the brand, how it emerged and how it managed to become one of the most innovative and fast-rising companies of our times, able to compete with the most historic and well-grounded fashion brands. Consequently, I apply the previously analysed literature on this brand by describing its actions and the initiatives it has been undertaking in the field of CSR and Sustainability in order to show a real instance of how this industry is effectively progressing towards a more ethical way of making fashion.