Luxury brands need to boost their eco-image in Seoul

Heavy air pollution and Seoul do not go together in minds of general public. Perhaps this is due to the China’s dominance of the environmental headlines. However over recent years, air quality in Seoul has deteriorated tremendously. Sky of dusty sandy yellow or even worse grey, masks, sneezing around has become a part of Seoul’s image as well as skyscrapers, K-pop or kimchi. And the reason for this to happen is … again China, according to Korean environmental institutes. Industrial development in China and winds from Mongolia, bordering with and putting efforts to realize own ambitions for economic development, move masses of fine yellow dust to the Korean peninsula. There dust hangs sometimes for days, and would dissolve only if strong northern winds blow it further to the sea.

Seoulites (Seoul city dwellers) become more and more aware for the environmental issues and as a result demand for environment growth. During the recent outbreak of the fine dust share of companies producing environmental appliances and technologies jumped. The problem has persisted for some years already and does not seem to be resolved soon which means that appetite for environmental actions among Seoulites will expand.

Because there is a demand for environmental friendliness in Seoul, luxury brands should communicate more about their environmental campaigns. Communication about such issues can resonate well with the consumers and build tighter bonds. This is proved by a joint 2018 study from McKinsey & Company and Business of Fashion, that 66% of millennials are willing to spend more on brands that prioritize their sustainability efforts. In addition, organising local campaigns or collaborating with local actors like artists in Seoul can bring in new customers. Yet one more thing to mention is not communicating enough would mean a whole dimension of the brand identity and not revealing the full potential.

Summing up,

  1. Seoul struggles with environment
  2. environmental awareness is at its highest
  3. demand for environmental products is growing and projected to grow further
  4. society wants to see environmental actions

and communication about environmental programs by luxury brands could contribute to customer loyalty.

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