The challenge of influencer marketing for luxury brands: the art of combining exclusivity and sustainability

[Dimaeiya333]

In this industry, the notion of opulence, often associated with high-end products, can create tension with sustainable development goals. So-called “luxury” products are traditionally perceived as symbols of wealth and exclusivity, which can clash with the idea of ​​sustainability, which often advocates moderation and attention to environmental impact.


STRATEGIES FOR SUSTAINABLE LUXURY: LEVERAGING PARTNERSHIPS WITH INFLUENCERS TO PROMOTE ETHICAL PRACTICES
Sonam Babani (171K followers on Instagram ), a KOL specialising in luxury goods, quality directors email database also expressed her approach to brand collaborations thus: “I am very mindful of the brands I work with. Generally, I work with those I believe in and then promote them. Especially since COVID, we have seen a rise in awareness about sustainability. Brands are focusing more on introducing eco-friendly products, because it is the need of the hour . ”

To meet the challenge of combining luxury and sustainability, brands have several strategies at their disposal . Firstly, it is essential to select content creators who share the brand's sustainability values ​​and maintain open communication with them about the sustainable initiatives implemented by a brand.

By including them in the process of creating sustainable products and encouraging them to produce educational content about sustainable practices, we can reinforce the positive impact of sustainability efforts .

It is also essential to work with KOLs to highlight the benefits of sustainability efforts , such as reducing carbon footprint. Brands can also invite KOLs to participate in Corporate Social Responsibility (CSR) events and prioritize quality over quantity, while avoiding greenwashing.

FOLLOWING GUCCI’S EXAMPLE: INTEGRATING PARTNERSHIPS WITH INFLUENCERS FOR SUSTAINABLE LUXURY
To illustrate these strategies, brands can draw on examples such as Gucci, which has implemented sustainable production practices and worked with KOLs to communicate these different initiatives. The brand has committed to reducing its total environmental footprint by 40% by 2025 . This is a strong commitment that the brand has repeatedly demonstrated through its collaborations with influencers , its social posts and, in particular, the brand's second Instagram account dedicated to its initiatives , whose bio reads " @Gucci's ongoing commitment to generating positive change for people and the planet