In recent times there has been an increased demand from consumers for luxury brands to show a stronger commitment to sustainable practices.
(Bottega Veneta ss23)
In response to this, many luxury brands have made changes to the materials they use and how they source raw materials. In turn, brands have become more transparent with consumers about supply chains. Many customers have become dissatisfied with the rising prices and deterioration in quality following these changes.
Bottega could have the answer for sustainable luxury that will not compromise quality for sustainability; or sustainability for quality.
At the end of October Bottega announced its Certificate of Craft program, allowing all Bottega customers to take their handbags back for unlimited repairs and refreshes. As of November, all new Bottega bags will include a physical and digital card with a serial number corresponding to the bag. Bottega wants their bag to become an heirloom to be passed through generations. This kind of programme is something we have seen from outdoor-wear retailers such as Patagonia, but Bottega is the first to bring this kind of complete guarantee on their bags to luxury retail.
Bottega has always been known for its subtle branding. Instead of producing handbags dripping in logos, they opt for their designs and craftsmanship to be the recognisable factor for those interested in fashion.
As a brand that prides itself on using the finest materials and craftsmanship, this is a smart move for Bottega. As a result of using extremely high-quality soft leather for their bags, unfortunately scratching may occur more frequently, perhaps making it less appealing to people who want to get good use out of their purchase. The new Craft program will stop potential consumers from feeling hesitant to purchase from Bottega because their bag could be easily ruined.
During a time when many designer brands are beginning to cut corners to increase profits and feed a new demand from a younger generation; it’s a bold statement of commitment to upholding their value in craftsmanship and materials. Many brands are introducing new more sustainable materials. This is something Bottega has committed to already (shown below) along with this they are now committing to increasing a product's lifespan. Whereas although many designer brands are trying to make the switch to more sustainable materials it is argued that this is at the expense of the lifespan of a product, instead, increasing waste.
(Bottega Veneta website, 2022)
This is an exciting development for any luxury handbag consumer. Could this also inadvertently attract the next generation of luxury consumers who tend to justify their luxury purchases as investments that they will keep forever? Making it possible for their handbags to last a lifetime and become something that is passed through generations would make Bottega a smart investment for a younger consumer saving to make that luxury purchase.
Alongside focusing more heavily on sustainability, luxury brands have been making a push to engage younger consumers. Many have been partnering with influencers and celebrities to be more approachable and feel more accessible to younger generations. For example, Louis Vuitton and Emma Chamberlain, Harry Styles and Gucci etc.
Bottega is part of the Kerring group which owns multiple designer brands such as Gucci and YSL. Kerring and all its designers have a clear commitment to sustainability, with brands being open about their progress and commitment to providing traceable materials and reducing their environmental impact. It will be interesting to see if this type of program may be introduced into more of Kerring’s brands. This could be a huge step forward for Luxury fashion.
Many luxury brands prize themselves on the timelessness of their designs and the lifespan of their products, but more and more are failing to deliver on this ideal. By introducing a lifetime warranty programme and increasing a products life span it will reduce the waste of their products after they become worn, clipped and scratched and it will encourage customers to purchase from the brand again.
It will be interesting to see if we begin to see more of Kerring’s designers following in Bottega’s footsteps. Will we see a surge in a younger generation purchasing from Bottega, during a time when luxury brands are increasingly relying on celebrity endorsement to draw in new customers? Bottega could change the way luxury brands engage with younger demographics.
Overall, this new programme will be a win for everyone, Bottega customers are granted unlimited access to repairs and touch-ups and Bottega furthers it’s commitment to more sustainable practices without compromising quality. Bottega will also benefit from repeat customers who feel their money is well invested in the brand, Bottega will also benefit from the fact that a far higher number of people with their product will be able to maintain their purchase increasing the brand's image instead of people carrying old bags that are looking worse for wear.
It will be interesting to see how this develops over time, whether we will see more brands following suit and will we see a younger generation moving their attention to the brand?
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