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Kering’s Strategy for Digital and Sustainable Transformation: Twin Transition Through NFTs in the Luxury Industry

In: Sustainable Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Stefania Masè

    (IPAG Business School)

  • Elena Cedrola

    (University of Macerata)

Abstract

Kering’s pioneering approach to integrating digital and sustainability strategies within the luxury industry heralds an era of responsible luxury. As an exemplar of the twin transition toward digital and sustainable futures, Kering leverages the synergistic potential of digitalization and sustainability to propel economic, social, and environmental progress. Through the lens of the Triple-Bottom-Line (TBL) framework, we explore how Kering’s focus on profit, people, and the planet guides its business practices, underscoring a holistic view of sustainable business impact. Kering’s journey from its foundational years to its contemporary status as a global luxury leader demonstrates strategic transformation and commitment to innovation, sustainability, and digital excellence. The chapter delves into Kering’s digital forays, with a focus on its steps into the world of Non-Fungible Tokens (NFTs) and digital art, highlighting how these ventures align with sustainability goals and cater to evolving consumer expectations. Findings underscore the viability of sustainable luxury, presenting Kering as a model for the industry’s future, where digitalization and responsibility coexist harmoniously in the luxury industry.

Suggested Citation

  • Stefania Masè & Elena Cedrola, 2025. "Kering’s Strategy for Digital and Sustainable Transformation: Twin Transition Through NFTs in the Luxury Industry," Springer Books, in: Wilson Ozuem & Silvia Ranfagni & Cindy Millman (ed.), Sustainable Digital Marketing for Fashion and Luxury Brands, chapter 0, pages 607-628, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-82467-8_25
    DOI: 10.1007/978-3-031-82467-8_25
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