Ecobags e as marcas de luxo: uma análise de Branding e sustentabilidade

Abstract

The luxury sector is a piece of the consumer market that has been growing in later years and today is responsible for annual revenues of $ 120 billion. The fashion luxury segment, in particular, is responsible for a big amount of that value, and the fashion luxury brands are known for great part of the population, among the most known brands, we can mention Prada and Louis Vuitton, for example. Even the luxury fashion industry and sustainable consumption still look very antagonistic, the environmental awareness is increasingly becoming an concern in fashion products, since the public is becoming more environmentally conscious and therefore more critical with the products they consume and the brands positioning about it. Then, many luxury brands are using the ecobags to looks to its consumer a brand with ecologically conscious and environmentally friendly, but how the company actually has a conscious positioning and how far it is only a matter of branding used to keep the brand at the top of the "green wave" that has been ruling the world. Therefore, the purpose of this paper is to analyze how the ecobags are used as a tool for branding by the luxury brands.