The fashion industry by definition encounters constant shifts in consumer preferences—that’s what fashion is. But in recent years, a certain consistency has marked these shifts, suggesting the presence of a broader trend, as well as a common need for fashion retailers to reconsider their approaches. From the rise of thrift shopping to a declining interest in fast fashion, consumers have signaled their preference for more sustainable business practices.

In response, luxury goods retailers in particular have sought to emphasize how their offerings can support sustainable approaches. For example, the luxury fashion retailer Loewe opened a repair service center in its Osaka store, with the purpose of extending the life of its leather products. Consumers can keep their expensive products functional for longer by bringing them in for repairs and restitching, as well as personalized monograms if they choose.

Other luxury brands have introduced similar initiatives. Coach offers repair services at many of its retail locations throughout the United States. Veja, a French footwear brand, has instituted both repair services and recycling programs, such that it aims to increase the lifespan of its products, and then, when they reach a wearout point, such that they can no longer be repaired, it reassures consumers that the materials will not just go to waste.

Such service offerings might be new, but they also align closely with the strategic value proposition of luxury retailers. These brands have long sought to distinguish themselves from other apparel and accessory offerings, such as fast fashion, by highlighting the longevity of their high-quality materials. Today, as sustainability increasingly gets framed as a moral choice, luxury retailers can reemphasize this appeal by offering repair services that in turn should deepen customers’ brand loyalties even further. Buying a sustainable, high-quality, lasting product provides value not only by lasting a long time but also by aligning with consumers’ moral values.

For consumers, loyalty to sustainable brands represents a relatively easy (if also relatively more expensive) way to participate in environmental stewardship. Sustainability efforts can enhance consumer trust in corporations too, reflecting consumers’ preferences for greater corporate transparency and responsibility. In turn, people’s testimonials and sales figures concur in suggesting that customer retention increases for retailers that introduce sustainable measures. In addition to customer loyalty, trust, and retention, brands enjoy operational benefits of sustainability efforts. In particular, luxury retailers actively integrate and emphasize their sustainable practices in their marketing campaigns. The initiatives can become additional, core elements of their corporate image, driving their strategic mission and marketing.

As demand for sustainability continues to grow, many observers predict a shift in manufacturing practices too, with increasing consideration of durability and extended product lifespans. If luxury brands, along with other segments of retailers, join the movement, they can help drive the change throughout the supply chain, reaching all the way back to the initial production steps. If consumers and retailers and suppliers all come together, to encourage a shift toward a wholly responsible production model, the result could be a more luxurious future, for all of us.

Discussion Questions

1. Have you ever invested in a luxury product? If you were to, what would be the biggest considerations before making a purchase?
2. Would the sustainability of a luxury brand make a difference in your decision to purchase? Why or why not?

Sources: Clara Ludmir, “How Loewe, Coach and Veja Are Embracing Sustainable Retail with Repair Stores,” Forbes, February 28, 2024; Katie-Jay Simmons, “21 Retail Sustainability Trends,” Fit Small Business, November 17, 2023; OpenAI ChatGPT, “Assistance with Research on Retail Repair Services and Sustainability,” April 22, 2024; “Repairing Clothing: Transforming the Fashion Industry’s Approach to Sustainability,” Fibre2Fashion