MA Luxury Brand Management

Masters Dissertation Proposal

Student ID

Student’s Name

Programme

Date of
Submission

Title of Research

Proposal
Sustainability in luxury fashion brands

Word count 3093

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 (excluding
references and
appendices)

Table of Content

Masters Dissertation Proposal 1

1. Introduction and Background of Research Problem 3

2. Literature Review 4

3. Research Aim, Objectives, and Questions 8

4. Research Methodology 8

5. Research Ethics 11

6. Timescale/Project Plan/Gantt Chart 11

7: Contributions and conclusions 12

8. References 13

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1. Introduction and Background of Research Problem

Sustainability is one of the trends that is emerging rapidly among luxury fashion brands. The
present research is based on sustainability in luxury fashion brands. Luxury fashion
companies such as Calvin Klein have been criticized for burning unsold inventory as a
marketing strategy, abusing animals for material testing, and exploiting their workforce,
particularly factory workers in underdeveloped nations, as well as the environment and
biodiversity. After a decline in 2020, the luxury fashion sector recovered strongly in 2021,
with sales rising to approximately 108 billion US dollars. In 2022, luxury fashion will
generate $97.23 billion in revenue. Average yearly growth in the market is predicted to be
5.62 percent (CAGR 2022-2027). When compared to the rest of the world, the United States
is where the majority of income is made (US$25,000.00m in 2022).

In 2022, the luxury fashion brands will bring in $12.77 in revenue, which is calculated based
on the entire population (Franco et al., 2019). Therefore, the topic is considered relevant by
the researcher as it will provide a brief view and knowledge of sustainability practices and
challenges that are tackled and managed by Calvin Klein in the UK. On the other hand,
previous researchers have highlighted that sustainability in luxury fashion brands has been
performed. However, sustainability in luxury fashion brands has not been described clearly.
This is one of the research gaps stated by previous researchers which has attracted the
researcher to perform research on sustainability in Calvin Klein.

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 Research Focus
Calvin Klein

A B

Importance of
sustainability and
Corporategovernance in Calvin
C UK
Klein in the Sustainability
Governance

Research Context:
Any specific luxury brand or consumers of a
certain country or any specific consumer
Generation

Figure 1: Research Focus Context Diagram

Figure 1 shows three elements such as Calvin Klein, sustainability and corporate governance
in the research focus diagram. From the three elements a research focus area is extracted
which is considered as importance of sustainability and corporate governance in Calvin Klein
in the UK.

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2. Literature Review

Sustainable development is defined as meeting the needs of the present without

compromising the ability of future generations to meet their own needs, based on the World
Commission on Environment and Development (1987). This definition represents the most
common understanding of the term "sustainability". Sustainability, according to the EPA
(U.S. Environmental Protection Agency), is predicated on one fundamental idea: Our natural
environment is crucial to our health and well-being in every way. To meet the social,
financial, and other needs of current and future generations, sustainability requires the
establishment and maintenance of circumstances in which people and the environment may
coexist in productive harmony. If Calvin Klein want to preserve the water, minerals, and
resources necessary to safeguard human health and the natural world, the organizations need
to practice sustainability.

There has been a growing chorus of public and private voices calling for a shift to more
environmentally responsible patterns of consumption and production. According to Kong et
al., (2021), existing corporate methods are causing concern because of the realization that a
rising population would have to rely on ever-decreasing natural resources while also coping
with the negative environmental consequences of climate change, particularly in agriculture.
Meeting current demands without sacrificing those of future generations is a common
definition of sustainable activities. Sustainable business practices are receiving a lot of
attention in several industries, including the high fashion sector. Ozdamar-Ertekin  (2019)
and Lo et al., (2018) argue that luxury fashion is especially susceptible to consumer scrutiny
since luxury spending may be seen as less vital to everyday living than, say, oil or
transportation, two sectors with poor sustainability histories. Many consumers think that
Calvin Klein and sustainability are mutually incompatible since the very definition of fashion
requires ongoing reinvention. Short manufacturing runs and rapid cycles of styles are
common consequences in several premium fashion categories like apparel. However,
sustainability may also be seen as a trait that lasts for a long period.

Calvin Klein is expanding at an astounding rate with the assistance of sustainability practices
in their organizations. The democratization of luxury fashion brands refers to the process
through which formerly exclusive luxury products and activities are now available to a wider
range of customers, particularly younger people and those from lower socioeconomic strata.
According to De Angelis et al., (2017), the democratization of luxury has been spurred not

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only by rising consumer hopes to possess such labels, but also by fashion houses releasing
more accessible labels like Calvin Klein which is available in retail stores and on the internet
in the UK. These businesses often benefit from cheaper manufacturing costs, making their
products more accessible to a wider audience. The new luxury companies that have public
appeal while yet projecting an air of opulence have been dubbed "masstige". Thus, luxury
items are those that may be sold for much more than similar things that provide the same or
similar purposes. However, the quick flow of information thanks to social media and negative
news has impacted how consumers see high-end fashion labels. Since stakeholders have been
pressing for more sustainable practices, high-end fashion brands have made it a priority to
develop and execute them. According to Jestratijevic et al., (2020), a sustainable and open
business approach is crucial for luxury businesses in today's market, when consumers have
unprecedented access to information.

It is commonly believed that fashion, as well as sustainability, are incompatible, given that
maintaining a successful fashion brand requires a steady stream of new designs and
techniques. This may lead to waste in the form of excess material being produced and
discarded in the case of some luxury fashion categories like garments. According to Kapferer
and Michaut-Denizeau (2018), in contrast, sustainability may be defined as a trait that holds
up throughout time. Whether it is luggage, jewelry, or watches, luxury businesses can
capitalize on their history by making things that stand the test of time. There is a mutually
beneficial relationship between luxuries with sustainability in this case because of the
importance of sharing limited natural resources and protecting the planet.

McCormick and Ram (2020) state that customers are interested in products that combine eco-
friendliness with high-end amenities. Younger generations are increasingly looking to
support luxury fashion companies that share their commitment to ethical and environmentally
friendly business practices. There is data to suggest that consumers are shifting their priorities
from self-gratification to care for others, from wasteful spending to thrifty spending, and
from instant gratification to thought for the next generation. As a result, to appeal to
customers who place a higher value on a company's commitment to a sustainable future,
many luxury fashion companies are adopting and expanding sustainable business practices. A
sustainable business model may also be used as a promotional tool. Godart and Seong (2017)
illustrate that having a consistent brand image that resonates with consumers is important, but
a sustainable brand image may set the business apart from the competition. Sustainability

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methods, in this sense, including taking into account the whole value chain, which may entail
forming strategic alliances with vendors.

Strategic sustainability strategies for Calvin Klein should focus on including stakeholders in
the creation of social value at every stage of the value chain. According to Streit and Davies
(2017), organizations and markets may look at social issues. Some examples of quality
standards at both the company and organizational levels include the promotion of respect in
the workplace, the elimination of discrimination based on gender, and the elimination of pay
disparities. Women have a very significant symbolic role in the fashion industry, where they
make up at least 80% of the manufacturing workforce. Kering and LVMH, for instance, made
a pact to protect the well-being of models in 2017, guaranteeing high standards of honesty,
accountability, and respect for any models they use in advertising or runway shows.
Ermenegildo Zegna is another prominent luxury label with a long tradition of social
responsibility. According to Arrigo (2018), Ermenegildo Zegna, the company's creator, made
early investments in things like roads and schools to improve the lives of the people who
worked in his wool mill. These "market-oriented" tactics redefine charitable techniques and
provide support to social movements. The market's attention may be captured and the
company's reputation bolstered by projects like these, which publicly reveal the firm's
involvement in humanitarian operations (Lee et al., 2018). To combat global poverty,
Balenciaga teamed with the World Food Programme for their upcoming winter 2018
collection. The tagline "Saving Lives, Changing Lives" was used to sell the product.

3. Research Aim, Objectives, and Questions

Aims
The research aims to analyze and examine sustainability in luxury fashion brands.
Objective
● To describe the challenges faced by Calvin Klein in enacting sustainability
● To analyze the consistency of Calvin Klein in maintaining sustainability in their
respective organizations in the UK
● To examine key trends of suitability of the organization among young consumers 
● To demonstrate the sustainability strategies used by Calvin Klein
Research Questions
● What are the challenges faced by Calvin Klein in administering sustainability?

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 ● How do Calvin Klein maintain sustainability in their respective organizations in the
UK?
● What are the key trends of sustainability that are practiced by the organization among
the young consumers?
● What are the sustainability strategies that are preferred by Calvin Klein?

4. Research Methodology

Researchers must use a certain set of procedures known as a research methodology to guide
their investigation and provide useful answers to their queries. By comparing and contrasting
the data from various sources, researchers may zero in on the most pressing issues impeding
the progress of their study and design a more effective analysis. To properly analyze the data
and, in tandem, to have a systematic study of the assumption utilizing the various tools and
processes of the methodology, it is necessary to adopt many methodological considerations
(Mohajan, 2018). An effective research technique may aid a researcher in formulating a
systematic approach to analyzing and reporting the study's ultimate results.

Since this research will not include numerical data, the focus here is on the qualitative
examination of data culled from a variety of secondary sources. As can be seen, the research
philosophy is necessary for incorporating the appropriate feature of the research, and the
research technique is necessary for developing a concept about the result of the data in the
study. The researcher will evaluate the Saunders study to get a minute and thorough
perspective by using the approaches in analyzing the research process.

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 Figure 2: Saunders Research Onion

(Source: Saunders, Lewis and Thornhill, 2003)

Understanding the reasoning and perspective behind a study issue is facilitated by the
researcher's research philosophy. Details and data are gathered, applied, and analyzed in
philosophical analysis. There are a wide variety of research philosophies that may be used.
Some common research theories include interpretivism, positivism, and realism. The
researcher has chosen interpretivism to be one of the conceptual approaches to apply in this
study (Dźwigoł and Dźwigoł-Barosz, 2018). Given the requirement to analyze many types of
data, including statistical data, the researchers have ruled out using a positivist research
perspective. The freedom to form one's own opinions is made possible by realism in the study
process (Dźwigoł and Dźwigoł-Barosz, 2018). This study, however, will gather information
and data and attempt to interpret those results. So, the realist research philosophy was not
applied to these findings.

A researcher will develop an approach to his or her issue to convey it in depth, beginning
with overarching assumptions. There are many different ways to do research, including
inductive, deductive, and abductive methods. The researcher has opted to employ an
inductive strategy in carrying out this study. The inductive method is useful for studying how
different elements of the work environment impact the productivity of employees of

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Generation Y. (Bairagi et al., 2018). The researcher gathers data and information by watching
the phenomena. In this study, the researcher examines the information and data gathered and
formulates a hypothesis to account for the observed phenomena. To do deductive research,
one must first formulate a hypothesis to explain the phenomena being studied (Al-Ababneh,
2020). The researcher runs the risk of developing a theory that is irrelevant to the study
problem at hand if they focus on a specific instance. Therefore, the researcher has not
considered using a deductive methodology. By contrast, the abductive method involves
making a theoretical prediction with little data. When a researcher makes mistakes due to
insufficient data, it's because they haven't considered an abductive methodology.

Different sorts of study designs include those that seek to explain phenomena, those that want
to discover new phenomena, and those that seek to describe phenomena (Al-Ababneh, 2020).
The research team in this study opted to utilize a descriptive research strategy. Descriptive
research allows the researcher to provide a concise summary of the study's findings. The
researcher's concise explanation of the findings will aid the audience in learning more about
the subject under study (Patel and Patel, 2019). The researcher has opted not to use any other
kind of study design save the descriptive one, which means that exploratory and explanatory
designs are also out. The researcher can make more informed decisions based on the study
results when the descriptive approach is used (Gupta and Gupta, 2022). Research questions
that have not been answered before lend themselves to an exploratory approach. Many
studies of varying methodologies have been undertaken on this subject. Because of this, the
researcher has decided not to use an experimental approach. Research using an explanatory
design provides examples of the issue without drawing any firm conclusions about it
(Greening, 2019). A muddled ending to a subject causes the audience to lose focus. As a
result, the researcher has decided not to use an explanatory study strategy.

The term "data collection" refers to the steps used to gather relevant information for a study.
The researcher has found that using secondary sources to get information is a useful strategy
for this study. The information has been compiled from several publications. Researchers
have not only relied on scholarly publications and papers to inform their work but have also
consulted periodicals for relevant content. Researchers have gathered secondary information
and data from a wide range of online sources. This study's secondary data and material came
from a variety of sources, including Google Scholar, IEEE, Pubmed, ProQuest, and the
Association for Computing Machinery (ACM) (Bairagi et al., 2019). The researcher has spent

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a great deal of time and effort gathering scholarly publications and journals from numerous
online sources for use as secondary data. The bulk of the research's citations is from ProQuest
journals and peer-reviewed papers. The researchers have not relied just on academic
publications for their data collection; they have also scoured government resources and
universities (Al-Ababneh, 2020). The researcher has enlisted the aid of several educational
institutions and governmental agencies to compile the necessary information and data for the
study.

The term "data analysis" is used to describe the process of analyzing the results of a study
based on the information and data gathered by a single researcher. Numerical, conceptual,
descriptive, inferential, predictive, causal, and mechanistic data analyses are only some of the
options available. The researcher has used descriptive data analysis, one of the
aforementioned techniques. It is the researcher's responsibility to explain the vast amounts of
statistical data found in the secondary data they have acquired (Mohajan, 2018). Descriptive
data analysis techniques are among the most pertinent for characterizing such information.
Descriptive data analysis techniques help researchers see their data and draw conclusions
from it. Because of these and other advantages, the researcher has selected a description for
one of the methodologies in this study. Analyzing numerical or inferential data is all about
extrapolating conclusions about a bigger population from a limited data sample (Gupta and
Gupta, 2022). However, the investigator has not employed statistical data in this study.
Numerical and inferential analyses have been left out of this study. Predictive data analysis is
a technique wherein future research findings are predicted by analyzing existing data sets or
creating new ones. The dynamic nature of this study, however, has not been a focus of the
researchers. For this reason, predictive data analysis is not being used in this study.

5. Research Ethics

Ethical considerations are a set of guidelines and guidelines that help researchers carry out
their work in a way that does not cause any unnecessary harm to participants or the
environment. The researcher has taken into account several ethical factors in this study,
including the need to keep sensitive information private. The processing of the data and the
provision of the information have complied with the Data Protection Act of 2018. (Haldorai
et al., 2019). The researcher has committed to this as one of many ethical obligations. In the
present study, the researcher has properly cited the authors of the aforementioned
publications and papers. The researcher has considered this as one possible ethical concern.

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There has been no improper use of the information and data by the researcher. The researcher
has also paid attention to this ethical factor in their study. Research data and information
confidentiality have been protected. This data has been safely stored by a person with the
proper clearances. This is another principle that has been upheld throughout the study.
Researchers have not made use of any tangential data in the current study. The data and
charts utilized in the study were extracted from appropriate online resources. The researcher
has taken this ethical consideration into account. In doing this study, the researcher has
avoided using biased reasoning. The researcher has adhered to these and other ethical
standards throughout the study. In this study, the researcher avoided using copied information
and data to exclude plagiarism.

6. Timescale/Project Plan/Gantt Chart

Start End
Task Duration
date date
09-08- 13-08-
Selecting the topic 22 22 4
12-08- 22-08-
Collecting the resources 22 22 10
21-08- 27-08-
Proposing of information 22 22 6
28-08- 29-08-
Submission of proposal 22 22 1
26-09- 15-11-
Literature review 22 22 50
16-11- 08-12-
Process of data collection 22 22 22
09-12- 19-12-
Data analyzation 22 22 10
20-12- 25-12-
Findings and discussion 22 22 5
Recommendation and 26-12- 30-12-
conclusion 22 22 4
31-12- 01-01-
submission 22 23 1

Table 1: Timeline

(Source: Created by the learner)

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 8/9/2022 9/28/2022 11/17/2022 1/6/2023

Selecting the topic

Collecting the resources

Proposing of information

Submission of proposal

Literature review

Process of data collection

Data analyzation

Findings and discussion

Recommendation and conclusion

submission

Figure 3: Gantt chart

(Source: Created by the learner)

7: Contributions and conclusions

Many high-end companies are rethinking their packaging, shifting to more sustainable
materials and methods like reduced water and energy use, and sponsoring and organizing
community service projects to give back to the environment. The notion that sustainability
efforts adopted by Calvin Klein is merely commercial is held by many customers. Ethical
considerations are becoming an ever more important factor in the emotional fulfilment that
comes from purchasing luxury items, helping consumers improve their opinions and views of
themselves. It has been found that Calvin Klein that want to be at the forefront of sustainable
excellence need to take action immediately. Integrating sustainability into all aspects of
business strategy is the way of the future because it is good for the bottom line, in demand
from consumers and the environment, and safeguards a company's good name. Therefore,
marketers can develop integrated marketing communication methods for promoting
sustainability, including transferring the cost advantage of supply chain sustainability to
customers by offering them discounts on purchase of green goods; conveying the objective of
green consumption via societal marketing; raising consumer awareness for the need to reduce
their use of plastics; interacting with consumers through social media platforms like
Facebook.

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8. References

Al-Ababneh, M.M., 2020. Linking ontology, epistemology and research methodology.

Science & Philosophy, 8(1), pp.75-91.

Arrigo, E., 2018. The flagship stores as sustainability communication channels for luxury
fashion retailers. Journal of Retailing and Consumer Services, 44, pp.170-177.

Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.

De Angelis, M., Adıgüzel, F. and Amatulli, C., 2017. The role of design similarity in
consumers’ evaluation of new green products: An investigation of luxury fashion brands.
Journal of Cleaner Production, 141, pp.1515-1527.

Dźwigoł, H. and Dźwigoł-Barosz, M., 2018. Scientific research methodology in management

sciences. Financial and credit activity problems of theory and practice, 2(25), pp.424-437.

Franco, J.C., Hussain, D. and McColl, R., 2019. Luxury fashion and sustainability: looking
good together. Journal of Business Strategy.

Godart, F. and Seong, S., 2017. Is sustainable luxury fashion possible?. In Sustainable luxury
(pp. 12-27). Routledge.

Greening, N., 2019. Phenomenological research methodology. Scientific Research Journal,

7(5), pp.88-92.

Gupta, B.N. and Gupta, N., 2022. Research methodology. SBPD Publications.

Jestratijevic, I., Rudd, N.A. and Uanhoro, J., 2020. Transparency of sustainability disclosures
among luxury and mass-market fashion brands. Journal of Global Fashion Marketing, 11(2),
pp.99-116.

Kapferer, J.N. and Michaut-Denizeau, A., 2017. Is luxury compatible with sustainability?
Luxury consumers’ viewpoint. In Advances in luxury brand management (pp. 123-156).
Palgrave Macmillan, Cham.

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Kong, H.M., Witmaier, A. and Ko, E., 2021. Sustainability and social media communication:
How consumers respond to marketing efforts of luxury and non-luxury fashion brands.
Journal of Business Research, 131, pp.640-651.

Lee, S.H.N., Zhou, Y., Lo, C.K. and Ha-Brookshire, J., 2018. Luxury fashion brands versus
mass fashion brands: Data mining analysis of social media responses toward corporate
sustainability. In Sustainability in luxury fashion business (pp. 51-73). Springer, Singapore.

Lo, C.K. and Ha-Brookshire, J. eds., 2018. Sustainability in Luxury Fashion Business.
Singapore: Springer.

McCormick, H. and Ram, P., 2022. ‘Take a Stand’: The Importance of Social Sustainability
and Its Effect on Generation Z Consumption of Luxury Fashion Brands. In Sustainable
Luxury (pp. 219-239). Palgrave Macmillan, Cham.

Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People, 7(1), pp.23-48.

Ozdamar-Ertekin, Z., 2019. Can luxury fashion provide a roadmap for sustainability?.
Markets, Globalization & Development Review, 4(1).

Patel, M. and Patel, N., 2019. Exploring Research Methodology. International Journal of
Research and Review, 6(3), pp.48-55.

Saunders, M., Lewis, P. and Thornhill, A., 2003. Research methods forbusiness students.
Essex: Prentice Hall: Financial Times.

Streit, C.M. and Davies, I.A., 2017. ‘Sustainability isn’t sexy’: An exploratory study into
luxury fashion. In Sustainability in fashion and textiles (pp. 207-222). Routledge.

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