Does “Where” Matter? Exploring the Importance of “Where” in Luxury Fashion’s Production Practices in the Wake of 2020’s Global Crises

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  • October 14, 2021
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  • Bosworth, Katherine
    • Affiliation: Hussman School of Journalism and Media
Abstract
  • Does “where” matter in the luxury fashion industry? This study found that the answer is fundamentally yes. Country of Origin (COO) in the luxury trade is essential to how brands formulate brand image and how customers perceive and purchase luxury products. Yet, when it comes to sustainability, there is an interesting paradox in the industry. If brands shift established supply and production practices in response to both the Covid-19 global crisis and the need for better environmental practices, they run the risk of damaging relationships with consumers who expect luxury leaders to also be experts in sourcing “the best of the best.” Transparency is needed in defining the impact of the supply chain. From this study, an Industry Report has been developed to educate luxury consumers as brands reshape and rethink the “Made in…” mystique and what it means to be luxury during the current global crisis.
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  • In Copyright
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  • All rights reserved
Advisor
  • McMahan, Dana
    • Affiliation: Hussman School of Journalism and Media
  • Angold, Sarah
    • Affiliation: Hussman School of Journalism and Media
  • Austin, Lucinda
    • Affiliation: Hussman School of Journalism and Media
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  • Master of Arts
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  • 2021
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