Strategies in the Luxury Fashion Industry Integrating the Circular Economy to Impact SDG12 and SDG13

Sustainability is increasing in large luxury companies because of climate change. Today, luxury firms need to show and measure the impact of their activities to contribute to sustainable development. However, sustainable business models should also be aligned with the communication strategy in the luxury sector to gain visibility and influence the perception of stakeholders, especially consumers, demanding sustainable practices. The objective of this study is to show how LVMH implements circular economy and responsible consumption in the business strategy and how it communicates activities related to SDG 12 and SDG 13 in media. The methodology of the analysis is based on quantitative and qualitative analysis using Artificial Intelligence to explore the content analysis. The results show that there is an upward trend in the international press coverage of sustainability content from the company about its circular economy, especially in trade media. Sustainability is the most cited code in media coverage compared with others in the media. Finally, the analysis compares different codes to show some aspects of the sustainable strategy of the company.