A Sustainable Luxury Brand:

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Key Points

This research aims to understand how luxury brands can balance social and economic objectives while addressing conflicting demands.
Analyzing a case study of the luxury brand Andu Amet, focusing on its operations and marketing strategies.
Investigating the sourcing and manufacturing processes within Ethiopia.
Assessing the implications of integrating social value into the business model.
Andu Amet successfully integrates social and economic values in its business model.
The brand's marketing emphasizes product value rather than overt social contributions.
Findings highlight the potential for expanded business models that prioritize sustainability.

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The study examines how a luxury brand merges social value with economic goals, suggesting a new business model for sustainability.

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Nishioka et al. (2026) studied this question.

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