Symbolic reconfiguration and value games: a study on brand premium mechanisms in luxury brands' environmental practices —— a case study of Chanel

Chenxi Wei

doi:10.54254/2977-5701/2025.25413

Chenxi Wei^*

International College Beijing, China Agricultural University, Beijing, 100083, China

^* Corresponding author: 3248139995@qq.com

Published: 28 July 2025

DOI: https://doi.org/10.54254/2977-5701/2025.25413

Abstract

The global fashion industry accounts for 10% of total annual carbon emissions. In 2021, Chanel announced the cessation of using rare animal fur and leather, sparking controversy over the environmental transformation in the luxury industry. This study focuses on the "cultural paradox" in Chanel's eco-friendly transformation of its tweed fabric, revealing a path for reconstructing sustainable luxury value. A mixed-method approach was adopted, including collecting valid questionnaires and conducting interviews with professors. The study found that there is a structural conflict between environmental practices and brand exclusivity; however, this can be transformed through value reconstruction by converting eco-technologies into new symbols of scarcity. At the same time, generational gaps exist in the acceptance of sustainable materials. This research offers several pathways for luxury brands to balance traditional exclusivity with sustainable innovation. It aims to respond to the urgency of global climate crises, decode contradictions between sustainability and luxury, reshape eco-technology as a new standard for luxury, and open up sustainable premium avenues for the luxury industry.

Keywords: sustainability , luxury studies , brand value , value reconstruction

JAEPS Vol.18, Issue 6

ISSN (Print): 2977-5701

ISSN (Online): 2977-571X

Download Cover

Article Information

Received: 22 May 2025

Published: 28 July 2025

DOI: https://doi.org/10.54254/2977-5701/2025.25413

Article Type: Research Article

Cite this article

Wei,C. (2025). Symbolic reconfiguration and value games: a study on brand premium mechanisms in luxury brands' environmental practices —— a case study of Chanel. Journal of Applied Economics and Policy Studies,18(6),101-106.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About this Journal

Journal: Journal of Applied Economics and Policy Studies

Volume: Vol.18, Issue 6

ISSN: 2977-5701 (Print) / 2977-571X (Online)

Article Information

Cite this article

Data availability

Disclaimer/Publisher's Note

About this Journal

Copyright & License