Speaker: Professor Marylyn Carrigan, Coventry University Business School
Paper title: ‘From conspicuous to considered fashion: A harm chain approach to the sustainability of the luxury fashion industry’
Abstract: Throughout the marketing literature, little attention has been paid to the responsibilities of luxury fashion businesses. Harnessing Polonsky et al.’s (2003) ‘harm chain’, the extended ‘harm chain’ (Previte & Fry, 2006) and the theoretical lens of institutional theory, the seminar will explore a systematic way to examine the potential for value co-creation, the harmful outcomes linked to luxury fashion marketing activities, and how those harms might be addressed. The discussion will identify a number of harms occurring throughout the luxury fashion supply chain and argue that luxury fashion businesses sustain their success through ‘deep’ CSR, adding voice to the developing conversation that seeks to change the scope of the critique of marketing practice beyond the economic and competitive advantages that CSR delivers.