Abstract Nowadays, sustainability has become an increasingly important factor in making purchasing decisions. In this context, it can be noticed that more and more companies are making efforts to adapt their marketing strategy to the circular economy, strategically strengthening their brand image. One of the most difficult aspects to address is the integration of green marketing and cultural sustainability in the luxury fashion sector. From a methodological perspective, the study employs a mixed approach, combining desk research on specialized literature, with a case study that examines Louis Vuitton’s use of traditional Romanian motifs without explicit cultural attribution. Through this approach, the research aims to analyze the impact of such practices on brand reputation, consumer perception and ethical considerations through the lens of green marketing. In order to answer the question: “How do you create a brand strategy for a circular economy?”, this research aims at understanding how cultural aspects can be incorporated into the fashion business in a socially responsible manner, and how brands cultivate sustainable marketing strategies based on respect, openness, and authenticity. Consequently, the key findings and conclusions of the research, based on the case study, underline how sustainable marketing practices in a luxury fashion industry align with brand awareness and evolving consumer expectations. The main contribution of this research derives from its interdisciplinary perspective that brings together the fields of green marketing, cultural sustainability and consumer behavior, providing valuable insights into ethical branding strategies within a circular economy.
Botea-Muntean et al. (Tue,) studied this question.