Recently, the luxury sector has witnessed a significant rise in luxury consumption, reaching £233 Billion in 2022 (Statista, 2022). This rise demonstrates the growing popularity of the luxury consumption phenomenon globally. However, the climate crisis may impact future trends in luxury consumption (Gardetti and Muthu, 2019). The luxury sector has endorsed a considerable growing demand for sustainability from environmental and ethical luxury consumers. In recent years, concerns have grown around the ethicality of supply chains, where consumers develop contradictory feelings and beliefs, veering between conscious and hedonistic decision-making (Kleinhaus, 2011; Helm, 2020; Wang et al. 2021). Moreover, consumers face a conflict between choosing what they believe is ethically right and indulgence (Hennigs et al. 2013). The supply chain plays an important role in achieving sustainability goals, and yet some researchers argue that the luxury supply chain can involve ethical and environmental breaches in terms of labour and raw materials, such as use of leather and fur (Klerk et al. 2018). However, some luxury brands such as Stella McCartney and Vivienne Westwood are focused on sustainability and the use of vegan raw materials (YNAP, 2021).

The paper examines how omnichannel communication of sustainability of luxury fashion brands enhance consumer brand engagement. We propose a multiple case study of four Italian high-end fashion brands. The study advances the literature on sustainable luxury fashion and omnichannel communication and offers guidelines for managers to effectively communicate sustainability.

Price has always had a key role in the luxury fashion market, because high prices are linked to the prestige of luxury products. Because of this, scholars have neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, analysing the odd even price strategy. With the direct observation of physical and digital store windows of 20 luxury brands, this research examines the relationship between odd even price strategy and the luxury level of fashion brands considering both offline and online channels

This study integrates the cognitive appraisal theory and script theory, highlighting the bridging role played by recollective memory. The relationships between visitors’ appraisals, emotions, recollection, storytelling and repurchase intention as they relate to the luxury cruise trip experience were assessed. We developed 14 theoretical hypotheses from a literature review. We then tested these hypotheses using data collected from 300 luxury cruise passengers. To the best of our knowledge this study is the first to incorporate the cognitive appraisal approach into script theory in a luxury tourism setting. Our work discloses that these two theories complement each other and recollection is the tie between them. This research reinforces the theoretical literature on cognitive appraisal and script theory. Moreover, the luxury cruise sector is under pressure due to fierce competition and as a result there is a need to acknowledge the crucial determinants of tourists’ emotional reactions. An understanding of tourists’ emotional experiences, and their antecedents and consequences will aid in the formulation of strategic marketing, segmentation, and communication efforts. The results of our study confirm that different emotional reactions can be elicited due to the power of four appraisal dimensions: appetitive goal congruence, certainty, novelty and agency. The findings not only enrich the cognitive appraisal framework and script theory literature but also provide guidance for managerial and marketing strategies of cruise industry practitioners.