Fast Company

Luxury Trends: Positive Impact

Definition
In a time when brown bags have, in some areas, replaced the iconic Tiffany blue and Hermes orange, green luxury can curb the guilt some affluent shoppers and travelers face when spending large. Some luxury brands are looking towards positive impact to overshadow many of the negative attitudes towards excessive spending. From hoteliers to iconic auto brands like BMW and Lexus to high-end eyewear, we will explore the many ways in which the luxury industry is adding a splash of green to their colors.

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EcoLux
—Many luxury brands cannot ignore the emerging generation of eco-conscious shoppers. For many, green is the color of money and nature. Combination of the two is a powerful product that speaks to more than functionality, but to the sustainability of our future. Iconic brands are adding green to their company colors in an attempt to appeal to the eco-conscious buyer.
Green VS Guilt
—As luxury brands find new ways of enticing affluent buyers, a splash of green might be appealing for the customer that feels guilty for paying exorbitant amounts of money for one night in Singapore. Thinking the extra cost goes to the eco-accommodations, it is easier to spend the extra money.

Examples
Alila Hotels and Resorts—This Asian hotelier is using their low-impact properties as a selling point for affluent travelers. Their strategy is to sell their low-carbon footprint for those embarrassed to stay at luxury resorts. Their philosophy is that extra dollar goes towards the environment, not the luxurious atmosphere of the hotel.
ECOptical—Fusing luxury with sustainability to make repurposed eyewear...

To read more about positive impact and luxury, go to Sparxoo, a digital marketing, branding and business development blog.

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