Marketing “sustainability” in Japan: “ethical” communication for small and medium Italian haute couture companies

Abstract

This thesis’ main goal is to provide small and medium Italian haute couture companies with effective tools to market their “sustainable” products and practices in the Japanese fashion market. Italian companies struggle in communicating their "sustainable" practices in Japan. By classifying key “sustainable” aspects of Japan, the companies we refer to will be able to create tailor-made marketing messages which are culturally informed and, hence, more effective. We introduce the general concept of “sustainability”, with its meanings and its origins in the Euroamerican political and social context. We then move to address, through the use of Japanese governmental surveys, Japanese perceptions regarding “sustainable” practices, defining which historical, social and political factors shaped them. Next, we point out the characteristics that lie beneath the definition of luxury, the fashion segment to which the companies we refer to belong. At the same time, we address luxury’s social and environmental impact and define its "sustainable" marketing processes while giving an overview of Japanese "ethical" luxury market and consumption. Finally, we examine the LINE accounts of different Italian haute couture brands already operating in Japan, conducting both a quantitative and qualitative analysis of their “sustainable” posts. This provides our audience with examples of best and worst practices regarding “sustainable” marketing communication.