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Luxury Fashion and Sustainability : A Comparative Analysis of Online Sustainability Communications at LVMH and Kering

Dossin, Martin
(2025)

Files

Dossin_87572100_2024.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
The thesis, titled Luxury Fashion and Sustainability: A Comparative Analysis of Online Sustainability Communication by LVMH and Kering, explores how leading luxury fashion conglomerates integrate sustainability into their digital communication strategies. Focusing on six brands from the LVMH and Kering groups, the study examines their approaches to presenting sustainability through websites and social media platforms. The primary objective of this research is to determine whether sustainability has established a significant presence within the online communication of these brands. Additionally, the study aims to identify whether LVMH and Kering employ similar strategies to emphasize sustainability in response to the growing environmental awareness and demand for pollution reduction in the market. The analysis is conducted in two stages. First, the study examines the brands' communication on social media platforms, including Instagram, Facebook, Twitter, and TikTok. Second, it evaluates their websites to assess how sustainability is represented. Once the data is collected, the research seeks to determine the extent to which sustainability is integrated into the brands' communication strategies. It also aims to highlight potential similarities or differences between the approaches adopted by the two groups.