Facing the Global Customer

Luxury and sustainability are often considered incompatible. However, both concepts converge in the features of durability, rarity, authenticity and quality. The present study aims to shed light on how sustainability can be incorporated into the characteristics of luxury Made in Italy brands and be communicated to consumers in a valuable and clear manner. In doing so, the research presents the case study of 10 Corso Como based on in-depth interviews with the communication brand manager and a content analysis of the brand's social media and website. The study offers fruitful insights for luxury retail managers to enhance the sustainable communication of their brands.