{"id":732,"date":"2021-11-16T11:05:00","date_gmt":"2021-11-16T10:05:00","guid":{"rendered":"https:\/\/insights.ieseg.fr\/?p=732"},"modified":"2024-06-12T09:50:03","modified_gmt":"2024-06-12T07:50:03","slug":"luxury-goods-and-brand-authenticity","status":"publish","type":"post","link":"https:\/\/insights.ieseg.fr\/en\/resource-center\/marketing-sales\/luxury-goods-and-brand-authenticity\/","title":{"rendered":"Luxury goods and brand authenticity"},"content":{"rendered":"\n

In this video, Gwarlann De Kerviler<\/a>, Professor of Marketing at IESEG<\/a>, speaks about her work on luxury goods and ethics. She explains why this has become important for marketers and how brands can focus on authenticity.<\/p>\n\n\n\n

There is a clear challenge today for marketers in the luxury sector as consumers are increasingly demanding regarding companies\u2019 compliance with <\/em>Environmental, Social, and Corporate Governance (ESG) standards . <\/em><\/p>\n\n\n\n

With two other experts in the domain, Elodie Gentina and Nico Heuvinck, she conducted several studies involving more than 1,900 consumers, for different high-end product categories (including watches, perfumes and design furniture) . They looked to identify how luxury brands can prove to consumers that they are really committed to being ethical. <\/p>\n\n\n\n

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