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Redefining Luxury

Case Study: Honest by.

Catherine Serguéeva

on 20 August 2014

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Transcript of Redefining Luxury

Redefining Luxury
Case study: Honest by.
Democratization of

Splendour amid squalor

A shift towards sustainable consumption
A sense of shared responsibility with corresponding changes in the tastes and aspirations of affluent consumers
The values of luxury brands are forced to shift in response to consumer demand
Introducing Honest by.
By Bruno Pieters; 2012

Worlds number one 100% transparent company

MISSION: "To offer our client a possibility to shop in a completely conscious way"
Bruno Pieters
Award-winning fashion designer and art director (Maison Martin Margiela, Christian Lacroix, Hugo Boss, Bruno Pieters)

2010 "retired" and went soul-searching to India
"Something is luxury because of design, process, materials"

"People can be very forgiving and patient if you are honest with them"

"Everything has been done, it is a perfect time to try something new"
Business Concept
Honest by Bruno Pieters
Honest by other sustainable designers (changes in every 3 months)
Honest by international designers (special products, collaborations)
The sellers:
Material Information
Manufacturing Information
Price Calculation
Carbon footprint
Profit distribution (80% growth, 20% charity)
100% transparancy
Sustainability and transparency
threshold capabilities

Marilin Tammsaar

(Student ID No 5349029) &

Ekaterina Sergeeva

(Student ID No 5188277)
Thank you for your attention!

Blanchard B. (2013)
Bruno Pieters Honest by: a fashion label built on total transparency
The Telegraph [online] Available from: http://fashion.telegraph.co.uk/news-features/TMG9918892/Bruno-Pieterss-Honest-By-The-only-way-is-ethics.html [1 Dec 2013]

Borrome L. (2013)
Honest by: a fashion label built on total transparancy
The Guardian [online] Available from: http://www.theguardian.com/sustainable-business/sustainable-fashion-blog/bruno-pieters-honest-by-fashion-label-transparency [1 Dec 2013]

Levi Strauss & Co. (2010)
Fashion Futures 2025: Global scenarios for a sustainable fashion industry
[online] Available from http://www.forumforthefuture.org/sites/default/files/project/downloads/fashionfutures2025finalsml.pdf [2 Dec 2013]

WWF (2007)
Deeper Luxury
[online] Available from: http://www.wwf.org.uk/deeperluxury/ [2 Dec 2013]


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