The Concept of Sustainable Fashion and its Influence on Luxury Fashion Brand Perception

This final qualifying work is devoted to the study of the influence of the concept of sustainable fashion on the perception of the luxury segment fashion brand. The concept itself includes eco-friendly production, conscious consumption, as well as promoting the establishment of a social order based on the principles of equality of opportunities and improving the living conditions of the population. Commitment to the concept of sustainable fashion is an absolute advantage for a fashion brand and increases its symbolic capital. However, there is empirical evidence indicating that for many brands the integration of the ideals of sustainable development is very difficult. This applies, in particular, to luxury brands. The purpose of this study is to determine how audience expectations regarding the social responsibility of luxury fashion brands mediate consumer perception of luxury brands demonstrating their connection with sustainable fashion. The paper uses a mixed research design, methods: semi-structured in-depth interview, quantitative online survey.