Applying circular economy principles in luxury fashion: petit h

Perry, Patsy and Karaosman, Hakan 2018. Applying circular economy principles in luxury fashion: petit h. Bloomsbury Fashion Business Cases, Bloomsbury Publishing Plc, pp. 71-78. (10.5040/9781474208796.0025)

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Abstract

As one of the world’s most iconic luxury brands, Hermès is known for its heritage and excellence in craftsmanship and materials. However, the pursuit of product excellence in order to maintain the high status of luxury brands often results in significant waste of raw materials. As one of the world’s most polluting industry sectors, fashion has come under increasing scrutiny in terms of its environmental responsibility, and many companies are engaging with a variety of initiatives to reduce the environmental impact of business operations. The circular approach is an alternative to the linear system of “make→use→dispose,” and advocates that resources should be kept in use for as long as possible before being recycled or regenerated, for example, by reusing waste materials, designing for longevity, and recycling. Some of these approaches have been successfully adopted in the fast-fashion and outdoor sectors but may conflict with traditional luxury brand values of exclusivity, excellent quality, and uniqueness, especially in the highest level of absolute luxury. This case considers the challenges and opportunities for a luxury fashion house in pursuing circularity, including how to harness design, creativity, and innovation; how to develop and disseminate technical and motivational capabilities toward circularity; and whether luxury fashion can be aligned with circular economy principles. The case takes the perspective of Pascale Mussard, who set up the Petit h division of Hermès in 2010 with the aim of repurposing waste raw materials into new objects of desire, and explores the challenges she faced.

Item Type:	Book Section
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Bloomsbury Publishing Plc
ISBN:	9781350997899
Last Modified:	06 Jun 2023 14:30
URI:	https://orca.cardiff.ac.uk/id/eprint/155544

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