From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

Marylyn Carrigan, Caroline Moraes, Morven McEachern

Research output: Contribution to journalArticle

36 Citations (Scopus)

Abstract

Throughout the marketing literature, little attention has been paid to the responsibilities of luxury-fashion businesses. Harnessing Polonsky, Carlson, and Fry's harm chain, the extended harm chain, and the theoretical lens of institutional theory, this conceptual paper explores a systematic way to examine the potential for value co-creation, the harmful outcomes linked to luxury-fashion marketing activities, and how those harms might be addressed. Our analysis identifies a number of harms occurring throughout the luxury-fashion supply chain. The paper concludes by urging luxury-fashion businesses to sustain their success through 'deep' corporate social responsibility (CSR), adding voice to the developing conversation that seeks to change the scope of the critique of marketing practice beyond the economic and competitive advantages that CSR delivers.

Original languageEnglish
Pages (from-to)1277-1307
Number of pages31
JournalJournal of Marketing Management
Volume29
Issue number11-12
DOIs
Publication statusPublished - Aug 2013

Keywords

  • corporate social responsibility
  • harm chain
  • institutional theory
  • luxury fashion
  • value co-creation

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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