Luxury brands and their role in eco-innovation diffusion

Purpose: The purpose of this research is to understand the role of luxury brands in the diffusion of ecoinnovations through the fashion industry, and whether the trickle-down theory applies.

Methodology: Structured qualitative interviews were carried out with 13 individuals working in luxury, mass and value market fashion brands to understand the perceptions of how innovation and ecoinnovation were generated and diffused through the fashion industry. Rogers’ theory of innovation diffusion was used to analyse and explore interview responses.

Findings: The results of the research suggest the interviewees perceived the trickle-down effect as less relevant for eco-innovations than for aesthetic innovations (newness in style, design or colour). It was found that suppliers, competitors and senior management play a more important role in diffusion of eco-innovation. A five point model for successful eco-innovation diffusion within a fashion business was established from the research.

Limitations: As the first stage of a larger project, this research focused on one interviewee from the product design and development team within each brand. Further research will be carried out to explore the perceptions of eco-innovations for other functions within the brands. Implications: Fashion brands wishing to adopt eco-innovations can use the five point model to help them establish the right conditions for successful adoption within their business.

Originality/value: This research extends existing work on the adoption of sustainability within the fashion industry by exploring the adoption routes for eco-innovation and using Rogers’ framework to create a five point model for innovation.