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Ethics and responsibility drive young luxury shoppers

Deloitte's latest millennial survey finds ethics and responsibility are often the differentiators for young shoppers of luxury fashion. Around 36 per cent of respondents said they have started or deepened a relationship with a brand because of its ethical behavior. Another 37 per cent stopped or lessened one because of unethical practices.

P.J. Smith, fashion policy director for the Humane Society, believes that corporations are eager to better serve a new, more socially engaged generation of shoppers. They're not just making changes that cater to young shoppers' tastes, but also taking to social media to boost awareness and engage with this generation more directly.

In December, more than 40 luxury brands signed the Fashion Industry Charter for Climate Action and committed themselves to a series of ambitious UN-backed initiatives. Most notably, charter members have pledged to build an emission-free supply chain by 2050.

Ralph Lauren will set climate action goals by year's end, Prada will no longer use fur, and Kering will only employ models over the age of 18. Some of these moves are the direct result of top-down pressure. Fur, for example, has been labeled as controversial to illegal in certain regions. It is already banned in Los Angeles and West Hollywood, while is about to be banned in California next. When Prada eliminated fur back in May, the Italian luxury brand joined Burberry, Chanel, Coach, Michael Kors, and others. Canada Goose - one of fur's few remaining champions - is facing renewed controversy as the Federal Trade Commission is investigating its claims of ethical sourcing.

 
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