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Publication
Marcas de luxo, economia circular e implicações na cadeia de valor: uma abordagem ao caso Louis Vuitton
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| 2.18 MB | Adobe PDF |
Abstract(s)
O desenvolvimento sustentável está, atualmente, no topo das prioridades do nosso planeta dado o rápido crescimento económico e demográfico mundial. Embora o consumo de bens de luxo esteja tradicionalmente associado à ostentação e extravagância, o crescimento da consciência ecológica está a modificar as expectativas dos novos consumidores e a redefinir o mercado de luxo. Para além da consciencialização das marcas relativamente à seleção dos materiais, mão de obra e redesenho da cadeia de abastecimento, a economia circular pode também ser uma grande aposta para as empresas deste sector. Compreensivelmente existe o receio de que o mercado de segunda mão seja uma ameaça à indústria de luxo que prima pela excelência e exclusividade do produto. No entanto, este mercado tem muito a oferecer. Para além de ser, potencialmente, um mecanismo de combate à falsificação, e da sua vertente ecológica que incentiva a reutilização e prima pela vida útil do produto, este novo paradigma tem possibilidade também de recrutar novos compradores para o consumo de bens de luxo.
Esta investigação pretende estudar os benefícios da inserção da economia circular no sector das marcas de luxo – através do caso da marca Louis Vuitton, apresentando as suas vantagens e desafios, que não só impulsionam a sustentabilidade mas também apresentam perspetivas no desenvolvimento da indústria e na angariação de clientes sem comprometer os valores e padrões de operação, potenciando a sua cadeia de valor.
Sustainable development is currently at the top of our planet's priorities given the world's rapid economic and demographic growth. While the consumption of luxury goods has traditionally been associated with ostentation and extravagance, the growth of ecological awareness is changing the expectations of new consumers and redefining the luxury market. In addition to raising awareness among brands regarding the selection of materials, labor and redesign of the supply chain, the circular economy can also be a big bet for companies in this sector. There is understandably the fear that the second-hand market is a threat to the luxury industry that strives for the excellence and exclusivity of the product. However, this market has a lot to offer. In addition to being, potentially, a mechanism to combat counterfeiting, and its ecological aspect that encourages reuse and strives for the useful life of the product. This new paradigm also has the possibility of recruiting new buyers for the consumption of luxury goods. This research aims to study the benefits of inserting the circular economy in the luxury brand sector – through the case of the Louis Vuitton brand, presenting its advantages and challenges, which not only boost sustainability but also present perspectives in the development of the industry and in fundraising customers without compromising the values and standards of operation, enhancing its value chain.
Sustainable development is currently at the top of our planet's priorities given the world's rapid economic and demographic growth. While the consumption of luxury goods has traditionally been associated with ostentation and extravagance, the growth of ecological awareness is changing the expectations of new consumers and redefining the luxury market. In addition to raising awareness among brands regarding the selection of materials, labor and redesign of the supply chain, the circular economy can also be a big bet for companies in this sector. There is understandably the fear that the second-hand market is a threat to the luxury industry that strives for the excellence and exclusivity of the product. However, this market has a lot to offer. In addition to being, potentially, a mechanism to combat counterfeiting, and its ecological aspect that encourages reuse and strives for the useful life of the product. This new paradigm also has the possibility of recruiting new buyers for the consumption of luxury goods. This research aims to study the benefits of inserting the circular economy in the luxury brand sector – through the case of the Louis Vuitton brand, presenting its advantages and challenges, which not only boost sustainability but also present perspectives in the development of the industry and in fundraising customers without compromising the values and standards of operation, enhancing its value chain.
Description
Keywords
Sustentabilidade Economia circular Mercado de luxo Cadeia de valor Moda