Brunello Cucinelli is an italian luxury house specializing in cashmere. The philanthropic founder Brunello Cucinelli has a humanistic approach to doing business that contributed to build the worldwide recognition of his ethical fashion brand. After reading the case and watching the YouTube video below, explore Brunello Cucinelli website and code of ethics http://www.brunellocucinelli.com/en/home.html.
Are they different from other traditional luxury brands (eg. competitor in cashmere Loro Piana)? In what is Brunello Cucinelli a humanistic business? In your opinion, does this ethical positioning influence consumers’ buying habits? What are the positive and negative implications of building a business on values?