How to Combine Digital Strategy and Sustainable Strategy in Luxury Companies

Abstract

This article aims to figure out how luxury brands survive and develop today when traditional business and sales models have become very inefficient. Also, more and more people and governments realize that sustainability is urgent and essential. Therefore, this report will do some research to study some luxury brands’ digital strategies and sustainable strategies. The research question is how to combine digital strategies and sustainable strategies to help luxury brands overcome the challenge and catch the chance of the external environment changes. This essay mainly studies eight luxury brands divided into two industries. One is the fashion industry containing Armani, Hermes, Louis Vuitton and Prada. Another one is the furniture industry, which contains Cassina, Moroso, Poltrona Frau, and Visionnaire. This research report will go through those brands’ official websites and look for other research papers to analyze the digital strategies and sustainability strategies of those luxury brands. The findings reveal that the luxury brands in the fashion industry perform better than the luxury brands in the furniture industry. Also, some digital strategies are kind of sustainable to some degree. Furthermore, sustainable strategies or implementations could be promoted by digital strategy.