Sustainability in small luxury companies

: challenges and strategies to overcome them

Abstract

Although sustainability has increasingly become a competitive factor for companies, being more sustainable can be a challenge for luxury brands, as luxury and sustainability are often seen as an oxymoron. Moreover, the body of knowledge about the sustainable business practises of small luxury firms is also lacking. Therefore, this dissertation aims to identify the specific challenges faced by small luxury brands when trying to be more sustainable and the best practices in responding to them. To answer the research question, I employed a qualitative methodology and conducted a multiple-case study of three small luxury brands: Matilde Jewellery, Majatu Studio, and Washed Ashore. The main findings of the study reveal that small luxury brands face challenges mainly related to their size and consequent lack of resources, combined with the additional costs required for committing to sustainability. Among some of the best practices identified to face these challenges are extending products’ lifecycle by focusing on quality and durability, shifting to innovative sustainable alternatives to balance production costs, resorting to sustainability certification and collaboration, among others. These challenges, as well as the strategies to overcome them, were divided in the findings section into challenges related to: (1) sourcing responsibly, (2) communicating sustainability, and (3) measuring sustainability progress.

Date of Award	26 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)