The face of culturally sustainable luxury: Some emerging traits from a case study

Abstract

This chapter investigates cultural sustainability in luxury. Seen as a path followed by luxury brands to increase the perception of sustainable luxury, the authors have identified its drivers, prerequisites and managerial implications. In doing so, they have studied the integration of cultural heritage and luxury through the representative case of a luxury company which produces fabrics expressing local traditions and uses them in its collections. The study demonstrates that culture combines in luxury in terms of symbols, knowledge sets, natural resources, behaviours and community spirit. These can be considered potentially determining factors in the fostering of uniqueness in sustainable luxury.