Louis Vitton, Dior and Tiffany & Co owner LVMH is aiming to become more sustainable ? but not because customers are demanding it, explains the CEO of the luxury goods company's North America arm, Anish Melwani, in this exclusive interview.
"Sustainability is something we do not because we think our customers care ? we do it because it is existential to our business, on top of being the right thing to do for society," Melwani told Dezeen.
"We know that today the average customer doesn't care terribly much about sustainability," he continued. "They say they do, but when you actually get down to the brass tacks, we don't have people walking into our stores today and asking us, 'Hey, is this done sustainably"' ? well, at least not many." Climate change an "existential" threat
The world's largest luxury conglomerate, Paris-based LVMH Moët Hennessy Louis Vuitton (LVMH) owns 75 brands including many of the world's biggest names in the fashion, alcohol and watches and jewellery industries.
Melwani explained that although sustainability is not currently a driver for sales, he believes that attitudes are changing and that it will become a concern for a growing number customers of LVMH brands.
"We believe that over time, more and more of our customers, as generations progress, will care more about this ? they will ask questions, be it in the stores or through online channels ? they'll start demanding it," he said.
"And w...