Sustainability Strategies in Luxury Fashion Brands as a Relevant Factor in the Development of Brand Love

The purpose of this investigation is to understand how sustainability can emerge as a strategic branding factor in luxury fashion brands to stimulate brand love. Will it be a sustainable luxury fashion brand most desired by consumers? Is there a more empathetic connection on the part of the consumer when luxury fashion brands respect ethical and sustainable standards? What strategies should luxury fashion brands follow to be loved by the consumer? These are some of the questions that we intend to study with a focus on the concept of brand love. In addition to an approach to theoretical concepts related to brand love, luxury fashion and sustainability, the Stella McCartney brand was selected for a case study, which is an example of corporate transparency and plays a notable role in the sustainable fashion. It was concluded that sustainability can be a key factor in stimulating consumers' love for brands, which translates into a positive word-of-mouth and high loyalty and commitment.