Stella, Substance with Style

This fall, we will shed lights on British designer Stella McCartney and her beautiful mind. We will discuss the case published earlier this year by Harvard Business School researchers, Anat Keinan and Sandrine Crener. Stella McCartney is a pioneer in sustainable fashion. She is the first and only fashion designer committed in excluding leather, exotic skins and fur in all her collections. The brand ethos is rooted in the protection of the environment. In order to complement the case, watch Stella’s interview during WWD 2009 Fashion/Apparel CEO summit (Youtube video embedded below).

Be prepared to defend your position: is socially responsible luxury an internally consistent proposition or a nice oxymoron? What are the (positive and negative) implications of building a business on values? Are consumers’ motivations regarding sustainable luxury always altruistic?

In order to feed your thoughts, read the articles quoted on p.35-p.36. They will be presented in class:

Achabou, M. A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match?. Journal of Business Research, 66(10), pp.1896-1903.
Cervellon, M-C & Shammas, L. (2013). The value of sustainable luxury in mature markets: A customer-based approach, Journal of Corporate Citizenship, special issue Sustainable Luxury, 52, pp.90-101

Cervellon, M-C (2013). Conspicuous Conservation: Using semiotics to understand sustainable luxury, International Journal of Market Research, Vol 55(5), pp.695-717

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