Sustainability & Luxury: a happy marriage? Case study: Luxottica

Abstract

This paper is structured in three chapters that are: Luxury Industry, Sustainable Luxury and Luxottica case study. The first one is a detailed study of the market in object, through its changes and challenges of the last three years, with details for each luxury sector (apparel and footwear, bags and accessories, cosmetics and fragrances, jewellery and watch). There is also a social frame about the psychological reasons that motivate people to purchase luxury products and the forecast of the luxury market for this year and beyond. The second chapter highlights an important and essential thematic that is a key aspect for the competitive advantage. All begins with the word ‘sustainable development’ until the employment of eco-friendly materials. Companies are always more inclined to go green, in order to help the planet and get closer to consumers’ needs. Finally, the last chapter ended with a focus on my internship in Luxottica at Agordo (BL) where I have had the possibility to interview managers and directors, in respect to the application of the sustainability concept by the firm. This multinational company is ranked at the top 10 of luxury goods companies and it is a really good example to analyze. Even if it is a top player in its fields, it always has something to improve and get better.