Luxury Report

1. Deeper
Luxury
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2. “A fascinating, ground breaking, must read wake-up call for all professionals and
aficionados of the luxury goods industries, the consumers of their products and the
celebrities that endorse them. The report says ‘Consumers’ increasing concerns with
environmental and social problems are the greatest cultural shift of the 21st century’
and points the way to how these industries must behave if they are to keep their
cachet which they need to survive.”
Katharine Hamnett, Ethical Fashion Designer
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3. Contents
Executive summary 2
Introduction 5
Chapter 1: Context 8
Chapter 2: How markets are
driving sustainable luxury 12
Chapter 3: Industry Challenges 17 Acknowledgements
This report is the result of a team effort. First, we thank Elizabeth
Chapter 4 Exploding the myths of shallow luxury 23 Goodwin for her efficient, insightful and enthusiastic support
throughout, Fiona Harkin, who offered invaluable advice, and
bwa design, whose flexibility was as valuable as their talent in
Chapter 5: Issues of public concern 25 designing this report and accompanying website. We are also
grateful to the following, who have provided input or contacts
Chapter 6: Performance ranking of luxury groups 32 that helped either the conception, research, writing, design or
promotion of this report: Mark Bendall, Bianca Cheng, Indre
Kleinaite, Vanessa Friedman, Antoine Mach, Tanya Mailangkay,
Chapter 7: The future makers 37
John Manoochehri, Cristiana Schiavolin, Ariane Thomas, Diana
Whittington, and staff at Covalence, Ethical Investment Research
Chapter 8: The role of celebrities 42 Service (EIRIS), Future Lab and Trend Buero. We are grateful to
our pro bono media partners for this report, Hannah Lane and
Chapter 9: The ten point plan 44 Diana Verde Nieto of Clownfish. In WWF-UK, we thank Greg
Armfield, Georgina Bridge, Jane Caie, Pippa Carte, Adrian
Cockle, Sarah Coombs, David Cowdrey, Glyn Davies, Peter
Conclusion 46 Denton, Susan Gent, Oliver Greenfield, James Leaton, Dax
Lovegrove, Jacqueline Morgan, Jen Morgan, Christina Palmer,
Endnotes 47 Tanya Reed, Edwina Silvester, Oliver Smith and Heather Sohl.
Website
Electronic downloads freely available at
www.wwf.org.uk/deeperluxury include:
• Executive summary
• This report in full
• Non-graphics 14 font “accessibility” version of this full
report, in pdf for audio reading
• Press release and press pack
© Greg Armfield / WWF-UK
The authors
Deeper Luxury
1

4. Executive summary
bwa-design.co.uk
What are you made of?