Fashion luxury brands: bridging the gaps between cutting-edge fashion and corporate social responsibility concerns

Abstract

Corporate Social Responsibility in fashion luxury brands has been a topic of great interesting for both practitioners and consumers. The current chapter intents to give insights about how Generation Y (1978-2000) in Europe view and perceives Corporate Social Responsibility practices in fashion luxury brands and the importance given to each dimension. In order to get data about these perceptions, in-depth interviews were conducted with a group of people belonging to Generation Y. Our analysis reveal that Generation Y tend to be mostly concerned about transparent procedures and helping business and society to improve as a consequence of their sustainable and responsible attitudes. The environmental issues and labour practices are the most cited, commented and recommended factors of corporate social responsibility proposed by participants. The chapter also provides a framework showing the core factors to incorporate Corporate Social Responsibility and suggestions for those who deal with the fashion luxury brands management.