Sustainability of Luxury Brands: A Case Study of Sarah Haran

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ARE LUXUARY BRANDS SUSTAINABLE? A STUDY OF
SARAH HARAN
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Table of contents
1.0 Introduction and rationale..........................................................................................................3
2.0 Literature Review......................................................................................................................4
3.0 Methodology..............................................................................................................................6
References......................................................................................................................................10
Appendix........................................................................................................................................11
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1.0 Introduction and rationale
Sustainability for a luxury brand is dependent on the perception of individual associated with the
brand. In the consumer perception, sustainability would include regular supply of the product
with limited deviations in the price of the product. However, due to the advent of the digital age,
sustainability relative to the customer segment would include the aspect of reduction in animal
cruelty as most of the materials associated with the luxury bags are obtained from skins from the
animals. However, relative to the organization producing such bags, sustainability would include
the aspect of maintaining a healthy relationship with animal welfare organizations, which would
drive sales in the near future.
For the execution of this study, the organization of Sarah Haran would be taken into
consideration. The organization essentially produces bags in the segment of design as well as
functionality. The brand name is synonymous with combining fashion as well as functionality of
a designer bag. Each bag of the organization is associated with 6 months of rigours testing (Sarah
Haran Accessories, 2019).
The rationale for the conduction of the research includes the identification of the sustainability of
luxury brands due to the increasing price sensitiveness of the customers as well increasing raw
material prices for the organization. Additionally, the rationale includes the identification of the
need that is being met by the use of such luxury handbags.
1.1 Research Aim
The aim of this research includes the analysis of the sustainability of the designer bags coupled
with the identification of the target market in the form of age, gender, and income class.
1.2 Research Objective
The research objectives for the same include the following:
 To identify the criteria that are met by such an organization in the segment of
sustainability of the same
 To identify the strength of the brand differentiation relative to designer bags
 To identify the main layers that are and would be associated with the brand
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1.3 Research Question
The research questions associated for the mentioned topic would be the following:
 What are the needs for luxury and designer bags?
 Who are and would be the target market for such products?
 What are the needs that are being met post the buying of luxury designer bags?
2.0 Literature Review
According to Cynanthia et al., (2016), the concept of luxury handbags for middle class women
lies in the fashion statement projected by the bag. The authors considered two markets in which a
value perception analysis has been conducted. The developing market of Indonesia and the
developed market of UK have been taken into consideration by the authors. In the segment of
method, the article is characterized by the use of systematic equation modelling. Based on the
model, the authors introduced the concept of luxury handbags as an effective investment for a
middle class woman. This is due to the regular usability of the product relative to clothes as it
could be used multiple times while making a fashion and status statement. The authors
additionally concluded based on the conducted research and the sample size of 400, the women
was “influenced by four of the luxury value perception: financial, functional, personal and
social value”.
According to Kim and Kwon, (2017), the need of the luxury and designer bags in the modern
digital world is for developing an individual identity for oneself. This is because, most the
accessories used today are produced in a mass production mechanism to reduce operating and
raw material cost. However, owning a designer and luxury brand that is hand stitched or is a
confluence of the local culture of the production area enables an individual to project a unique
identity among the social circle. However, the authors additionally included the aspect of
designer wallets that forms a segment of designer bags. The authors essentially followed a
primary data analysis by the conduction of interviews and surveys. Post the analysis of the
collected data, the authors concluded that neo consumers essentially “blur production and
consumption boundaries”. Hence, it could be deduced that the authors catered to the hypothesis
of the brand differentiation and its impact on the value perception of luxury bags like handbags,
wallets and satchels.
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According to Berg, (2018), in the digital era, the selfie effect has resulted in the increase in the
sales of luxury bags. This would be due to the indirect marketing conducted by the young
generation during the display of the product. Based on the research conducted by the authors, it
could be mentioned that the authors extensively relied on the aspect of the identification of the
need of such products. In the methodology method, the authors incorporated a primary research
in a secondary format. This is because of the use of web surveys conducted on a sample size of
1707 respondents. Hence, this shows that the authors have included an interpretive philosophy
while taking the quantitative research approach for the conduction of their research. Similarly,
the authors concluded that 59% of teenagers have been responsible for promoting such luxury
brands and creating external identify and overconsumption of designer items. Additionally, in the
segment of the individual aged more than 50, only 2% of the respondents resorted to upload such
selfies during a weekly tenure.
According to Janssen et al., (2017), need perception of the luxury goods might not be in the
segment of responsible luxury. Hence, it could be deduced that the authors essentially researched
about the sustainability of luxury items relative to the producers of such items. Additionally,
based on the rationale provided by the authors, it could be deduced that the authors “stresses on
the need for luxury brand managers to evaluate how their strategies consumer’s evaluation”
of their brands. Similarly, the authors used a hypothesis-based approach for the conduction of
their research. This included aspects of brand consciousness, CSR beliefs, self-identity of the
consumers and self-congruity in a perceived sense.
Literature gap
Based on the above four scholarly articles, a major gap could be identified in the research. This
would be in the poor use of the concept of the target areas that luxury bags would concentrate.
This would be because, in all the four scholarly articles, target areas has been taken at random
that is characterized by a wide segment sample size based on demographics of age, gender and
income potential. However, one of the under researched areas of the three articles includes the
aspect of sustainability of luxury brands in the long run relative to the increasing inflation, the
decreasing value of money and the dynamic purchase intention of a potential customer.
3.0 Methodology
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For the conduction of the research, a segmented methodology would be taken into consideration.
In the segment of research philosophy, positivism would be taken into consideration. This would
be because of two reasons. First, the characteristics of the philosophy being a highly structured
one would enable the collection of the sample data for the conduction of the research (Siponen
and Tsohou, 2018). Second in the domain of support for the research approach in the form of
primary and secondary would be taken into consideration for the development of the research.
In the segment of research design, a survey and co relational design would be taken into
consideration. This would be due to two reasons. First, in the domain of nature of the research,
the co relational design would enable the introduction of non-experimental approach for the
effective execution of the research (Curtis et al., 2015). Second in the domain of data analysis,
the primary data so gathered could be analysed based on the quantitative and qualitative analysis
associated with the luxury bag maker.
In the segment of research approach, deductive approach would be taken into consideration. This
would complement the positivism philosophy taken prior in this research. Additionally the
deductive approach would enable the development of critical analysis of the data that would be
gathered for the conduction of the research (Göttfert, 2015).
3.1 Sample
For the conduction of the research, 101 adults would be taken into consideration as a sample
size. However, out of the mentioned 101 individuals, 99 individuals would be considered for
survey questions while the remaining two individuals would be considered as the managers of
the organization. Additionally, the 99 individuals that would be surveyed would consist of a mix
of employees of Sarah Haran and customers that engage in buying of luxurious and designer
bags.
3.2 Method of data collection
The method of data collection would include the use of six questionnaires and the coupled with
observation of the high street stores that house retail handbags and wallets for women and men
respectively. Hence, the data collection would be a combination of primary and secondary data.
The secondary data would be in the form of literature review as well as the analysis in the
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responses of the managers associated with the organization. The survey questions would be
collected using Google forms.
Question
number
Segment Question
1 Qualitative According to you, how the term sustainability meets multiple
criteria in your business?
2 What do you think about the concept of brand differentiation for
an organization such as yourself that deals in designer bags?
3 Quantitative What will be the need for owing a designer bag?
4 What will be major consumers that would be targeted?
5 What is the most common need that is met post purchase of such
designer and luxury bags from Sarah Haran?
6 On what age group you fall.
Table 1: Questionnaires
(Source: Created by author)
3.3 Methods of data analysis
Based on the above questions, the data so gathered from the conduction of the interviews and the
surveys would be analysed with a help of quantitative as well as qualitative method.
Additionally, critical analysis of the responses so obtained would be executed by graphical based
analysis using multiple forms of charts. However, a graph less analysis of the mode of the
responses would be conducted through the mechanism of regression method. The consideration
these methods of data analysis would result in the development of an extensive deductive and
critically evaluative result (Mayer, 2015). Additionally, the three-mentioned process would
complement the identification of the aspect of sustainability for the mentioned organization
relative to the segment of inflation, demand, value perception and others.
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3.4 Ethical consideration
During the conduction of the study, a two-phased ethical consideration would be taken into
account. In the segment of secondary data, all the data has been sourced from authenticated and
published journals. Additionally, the reviews so conducted based on the articles has been
provided with taking into the general framework of reviews.
In the segment of primary data collection, privacy of the managers would be taken into
consideration, as the research topic might be perceived as negative approach to the designer and
luxury bag industry. Additionally in the segment of the survey questions, the data security of the
individuals would be taken into consideration. This would be characterized by mentioning the
individuals about the course of research and the use of their responses. Additionally, not all the
collected data would be shared with third party vendors for the responses having contact
information of any kind.
3.5 Research limitation
Major limitation associated with the conduction of the research has been in the form of finances
and active use of technology. This is because of the unavailability of premium software like
SPSS and SAS. This has further limited the research as less quanta of finances would be provide
for the conduction of the research in major cities of UK.
3.6 Research work plan
Activities start date
duratio
n end date
Selection of topic
23.05.201
9 7
5/30/201
9
Developing research layout 5/30/2019 7 6/6/2019
Development of research questions 6/6/2019 7
6/13/201
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Conduction of literature review 6/13/2019 7
6/20/201
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Planning of the research in terms of methodology 6/20/2019 7 6/27/201
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Conduction of data collection 6/27/2019 7 7/4/2019
Conduction of data analysis and draft report 7/4/2019 7
7/11/201
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Development of final report 7/11/2019 7
7/18/201
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Table 2: Research plan
(Source: Created by author)
Selection of topic
Developing research layout
Development of research questions
Conduction of literature review
Planning of the research in terms of methodology
Conduction of data collection
Conduction of data analysis and draft report
Development of final report
13.05 23.05 02.06 12.06 22.06 02.07 12.07 22.07
Figure 1: Gantt chart
(Source: Created by author)
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References
Berg, L., 2018. Young consumers in the digital era: The selfie effect. International Journal of
Consumer Studies, 42(4), pp.379-388.
Curtis, E., Comiskey, C. and Dempsey, O., 2015. Correlational research: Importance and use in
nursing and health research. Nurse Researcher, 6, pp.20-25.
Cynanthia, R., Wang, Y. and Kennon, R., 2016. Cross-cultural study: Value perception on
fashion luxury purchase. Advanced Manufacturing and Automation V, 113, p.380.
Göttfert, E., 2015. Embedding case study research into the research context. International
Journal of Sales, Retailing & Marketing, 4(9), pp.23-32.
Janssen, C., Vanhamme, J. and Leblanc, S., 2017. Should luxury brands say it out loud? Brand
conspicuousness and consumer perceptions of responsible luxury. Journal of Business
Research, 77, pp.167-174.
Kim, H.Y. and Kwon, Y.J., 2017. Blurring production-consumption boundaries: Making my own
luxury bag. Journal of Business Research, 74, pp.120-125.
Mayer, I., 2015. Qualitative research with a focus on qualitative data analysis. International
Journal of Sales, Retailing & Marketing, 4(9), pp.53-67.
Sarah Haran Accessories. (2019). About Sarah Haran. [online] Available at:
https://www.sarahharan.com/pages/about-us-page [Accessed 23 May 2019].
Siponen, M. and Tsohou, A., 2018. Demystifying the influential IS legends of
positivism. Journal of the Association for Information Systems, 19(7).
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Appendix
Appendix -1: Ethical consideration
SECTION A: About You (Principal Researcher)
Full Name:
Tick all boxes which apply:
Member of staff: ☐ Student: ☐ Honorary research fellow: ☐
Faculty/School/Centre:
Campus:
E-mail address:
Contact Telephone Number:
For students:
Student Number: Undergraduate ☐
Programme of Study: Taught
Postgraduate ☐
Director of Studies/Supervisor: Research ☐
SECTION B: Approval for Research Activity
Has the research activity received approval in principle? YES ☐ NO ☐
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(please check the Guidance Notes as to the appropriate approval process for
different levels of research by different categories of individual)
Date
If Yes, please indicate source of
approval (and date where known):
Research Degrees Committee ☐
Faculty Research Committee ☐ YES
Other (write in)
☐
Approval in principle must be obtained from the relevant source prior to seeking ethical
approval.
SECTION C: External Ethical Guidance Materials
Please list the core ethical guidance documents that have been referred to during the completion
of this form (including any discipline-specific codes of research ethics, and also any specific
ethical guidance relating to the proposed methodology). Please tick to confirm that your
research proposal adheres to these codes and guidelines.
Data protection ethics ☐
Accountability ethics ☐
Beneficences ethics ☐
SECTION D: External Collaborative Research Activity
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