Luxury Fashion Brands Greenfluence: GUCCI Vault and Valentino Vintage CSR Digital Communications

Abstract

This chapter aims to explain how fashion brands can influence more conscious, responsible and sustainable consumption practices through the communication of Corporate social responsibility (CSR)-related projects on its social media platforms. To do so, the reader will be provided with a review of relevant key concepts, recent literature and the current state of the industry with some examples that illustrate the need for change. Some brands are encouraging their customers to buy and sell pre-owned garments and recent data point to a growth in this type of practice associated with more conscious consumption. The type of content and channels used by brands are in line with a new generation of consumers who are considering the evolution of brands and their relationship with the new environmental and social changes we have been experiencing in recent years. Therefore, the cases of Gucci Vault and Valentino Vintage, two projects associated with major luxury brands that advocate the circularity and timelessness of their vintage pieces, will be analyzed. The chapter will conclude with a series of questions intended to challenge the reader's perspective on the subject.