Research on the Contrast Marketing Strategy of Sustainable Fashion Brands: A Case Study of the Integration of Environmentally Friendly Conception and Luxury Positioning

In recent years, fashion brands have tried to enhance brand value by integrating environmentally friendly concepts in their products. However, the cognitive conflict between environmentally friendly conception and luxury has led to a polarization in market acceptance. This research takes "contrast marketing" as the perspective to explore how to keep the balance between environmentally friendly conception and luxury positioning by using the contrast effect in marketing strategies. This research shows that using strategies about contrast marketing can significantly enhance purchase intention on eco-friendly luxury goods. Meanwhile, consumers tend to prefer the legitimacy narrative strategy when only just one single contrast marketing approach is chosen. This research suggests that merchants of eco-friendly luxury brands can increase their brands’ market penetration and strengthen their corporate social responsibility (CSR) by designing contrast scenarios precisely and specifically in terms of marketing strategies, for example they can make suitable advertisements for the consumers with different levels of environmental knowledge.