In the following thesis we aimed at understanding how to transform a traditional luxury fashion
brand into a sustainable one. To begin, before starting our research, we will conduct a literature
review, in order to gather knowledge on the topic. We will then, define our research question
and objectives from our literature review. The information gathered will enable us to define our
methodology. We wish to analyze this topic from two different point of view in order to fully
grasp this challenging topic. First, understanding the luxury fashion consumers, their wants and
needs. We want to divide this analysis further by understanding the current customer and the
future one. The reason behind is that we believe the consumer that will purchase luxury in five
years will be radically different in what they expect from a brand, then the one today. Second,
we want to take a look at the managerial point of view, indeed we believe that understanding
what brands and the people behind them think of sustainability and what actions they are taking,
will enable us to have a broader view on the topic and in turn allow us to give better
recommendations. Following our analysis we want to look at the recommendations we can
deduct from our research. We will complete our analysis by considering the limitations of our
study and the conclusion to our research questions.
