RESPONSIBLE SUSTAINABILITY-

Luxury brands both Indo and Western are becoming more and more socially responsible and talking about conserving Earth’s resources and supplementing them with eco-friendly products. 

Recycling is no longer out of vogue.

Ex- In the 2011 Academy Awards it was called to consumers to buy fair-trade gold and fair-mined diamonds.

Luxury brands are recognising the need for good samaritan work but luxury in reality has always been the opposite of charity.

However, if we take the example of Prada it set up the Prada double club in 2008 which gave half of its revenue to UNICEF.

This is happening in India too. The mall of India collaborated with Global Voices Fashion Night Out where customers were allowed to shop till midnight and the proceeds went to charity.

Charities too like Merci in Paris have realised the importance of aesthetic beauty and demonstrating items in vogue through their internationally recognised store. They have a beautiful stock of homeware fashion and vintage books donated by famous benefactors.

In India, in Le Mille in Bombay, there's a relaxed air about the store. Its cosmopolitan features and the addition of an organic cafe, a flower shop and a book section attract fan-like audiences from all different backgrounds and regions.

In the coming years, we will be sure in our realisation that luxury will need to shift from detached and untouchable to being easily accessible, flexible in its approach and more grounded in reality.

It is difficult for Western brands to penetrate the Indian market as Indians are still very much hung up on the concept of heritage luxury or heritage jewellery.

Western brands will have to adapt themselves according to Indian norms values and traditions to truly establish themselves here.

It's also true that the new generation of Indians likes to mix Western symbols of success with their Indian objects of magnificence

Luxury brands proudly say they don’t go to customers, customers come to them.

So their path is serving both the needs of global audiences and local cultural societies

Luxury brands in the wake of the 21st century have started introducing cheaper and more readily available versions of their artistic products. They have trickled down to premium and everyday luxury goods to accommodate a new breed of brand-conscious customers.

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