Why craft skills are the essential ingredient in the sustainability of luxury menswear

Montgomery, Bruce (2023) Why craft skills are the essential ingredient in the sustainability of luxury menswear. <br/>IPOL Conference : In Pursuit of Luxury. 01 - 02 Jun 2023.

Abstract

The luxury menswear industry is one of the growing areas of the fashion business in an albeit saturated marketplace. Luxury Menswear brands are evolving as they endeavour to remain relevant and at the top of the fashion pyramid. To do this many Luxury brand groups have expanded across product areas. These include automobiles, jewellery, luxury hotels, fragrances, and yachts, as well as clothing. To get even greater attention, the luxury menswear brands have recently reviewed their marketing campaigns with bolder approaches including Augmented Reality (AR) experiences on global cultural sites and dabbled with the metaverse. However, with this foray into virtual technologies maintaining a high level of quality within all products is essential for continuity. The research will discuss that craft skills are still very much at the forefront to create the type of products needed to meet the market demand and business needs of the future. The research will also make it clear what are the challenges facing the luxury sector such as global developments, local policies and social issues that affect the sustainability of the luxury menswear industry. The research methodology used was a qualitative study, while the research method undertaken consisted of a systematic literature review of academic journals and market intelligence sources. The research highlighted that a large percentage of luxury menswear is now being purchased by a Generation Z brand loyal consumer who is conscious of the need for a luxury menswear brand to meet its sustainability agenda requirements and these Generation Z consumers are putting pressure on luxury brands to incorporate their sustainable values. The research explains the role craft skills can play in meeting these sustainability demands otherwise luxury menswear products become bland, monotonous, and mass produced. The research also discusses the problems in maintaining these craft skills, and why they are key to enhance luxury menswear provenance.

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