This paper investigates the environmental impact of High-Profile Promotions (HPPs) for luxury fashion brands, focusing on the sustainability of event booths through life-cycle assessment.
Temporary promotional events have surged as effective marketing tools for luxury brands, particularly within the booming pop-up retail industry. While such pop-ups bring substantial commercial benefits, they are also linked to significant environmental challenges, especially concerning resource consumption and waste production.
Researchers from Tongji University led by Duan Wu, alongside contributions from Zixin Ren, Haoyue Lei, and Shijian Zhao, conducted this study with Brand D—a luxury aroma brand—as their case study. The research aimed to quantitatively assess the environmental impacts of HPP installations, transitioning from mere qualitative analyses to rigorous numerical evaluations. The insights gleaned may offer pathways toward greater sustainability practices within the luxury sector.
According to recent statistics, the turnover of pop-up retail events has skyrocketed, with the Chinese market alone seeing more than 9.6 million pop-up events occurring annually. This trend speaks to the effectiveness of temporary retail as brands seek to attract attention and engage consumers quickly and effectively. Nevertheless, the study emphasizes how these short-lived setups, often operational for just days to months, carry considerable sustainability concerns.
The study employed Life Cycle Assessment (LCA) methodologies combined with Eco-Indicator 99 (EI 99) to assess the environmental footprints of the temporary event booths. Field research conducted over various Brand D events provided valuable data, showing significant carbon emissions associated with these HPP installations. The results of the assessments revealed staggering daily carbon emissions for different HPP options—reported between 162 to 1308 times those of conventional large-scale buildings.
Through this quantification, researchers pinpointed opportunities for sustainability improvements, particularly emphasizing the importance of material selection during the construction of event booths. They noted, "Varying material choices can potentially reduce HPPs’ daily carbon emissions by approximately 73%." This statement reflects the pressing need for brands to reconsider their approach to material sourcing and usage as they strive for environmental responsibility.
Among the various components of these temporary setups, furniture—especially cabinets—was identified as having considerable impact. Cabinets often consist of multiple materials and, when constructed from wood, contribute substantially to the overall carbon footprint of the HPP. "Furniture components, particularly cabinets, emerge as pivotal areas where carbon footprint reduction efforts can be most effectively concentrated," highlighted the study's authors.
Despite their positive commercial viability, the short lifespan of HPPs raises concerns about waste generation—highlighting the vast differences between the environmental impact of such pop-up events versus traditional retail spaces. This disparity calls for immediate attention as luxury brands like Brand D look to balance their branding success with social responsibility.
Building on these insights, the research introduced several design opportunities aimed at enhancing sustainability within the HPP framework. Recommendations included promoting internal and external component reuse to extend material lifecycles, implementing advanced warehouse management systems, and modular construction techniques. All these strategies aim to facilitate circular economic practices—essential for any operation hoping to minimize its environmental impact.
While the research offers promising perspectives on enhancing sustainability practices across luxury promotional events, challenges remain, particularly concerning the protection of intellectual property and perceived quality risks associated with recycled materials. Addressing these barriers is fundamental to the successful transition toward environmentally responsible operations.
Overall, the findings of this study contribute valuable knowledge and guidance for luxury brands aiming to align their promotional strategies with sustainability principles. By adopting these recommendations, brands can not only mitigate their environmental impacts but also resonate with increasingly conscientious consumers seeking brands committed to social and environmental responsibility.