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Does Fashionization Impede Luxury Brands’ CSR Image?

Author

Listed:
  • Béatrice Parguel

    (CNRS, DRM [M-LAB], Université PSL, Université Paris-Dauphine, 75016 Paris, France)

  • Thierry Delécolle

    (ISC Paris, 75017 Paris, France)

  • Aïda Mimouni Chaabane

    (THEMA, Université de Cergy-Pontoise, 95000 Cergy, France)

Abstract

To sustain their growth worldwide, luxury brands are increasingly adopting the codes of fast fashion. They continually introduce new designs that move quickly from the catwalk to stores to stay on-trend, resulting in short and constantly renewed collections. But does this fashionization impede luxury brands’ Corporate Social Responsibility (CSR) image? This article investigates this question building on the ephemerality–scarcity dual-route model. Findings from a first experiment involving a fictitious luxury brand show that fashionization increases both perceptions of ephemerality (negative route) and scarcity (positive route), with opposing resulting effects on the brand’s CSR image. Extending these results to a real-life luxury setting, findings from a second experiment show that the influence of fashionization on the brand’s CSR image is only mediated by the positive scarcity route. This study provides a number of noteworthy theoretical insights and relevant managerial implications for luxury managers involved in CSR communication.

Suggested Citation

  • Béatrice Parguel & Thierry Delécolle & Aïda Mimouni Chaabane, 2020. "Does Fashionization Impede Luxury Brands’ CSR Image?," Sustainability, MDPI, vol. 12(1), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:1:p:428-:d:305650
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    References listed on IDEAS

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