Nowadays in luxury is appearing a new style of market, sustainable market, Chopard is one example of this because use gold and raw materials from fair trade to develop the developing countries.
Chopard using this model of business find a competitive advantage because the luxury customers find real good the idea of know from where come the raw materials of the products, is mark-up for the products.
Others companies is taking the same way and using fair trade for obtain raw materials and the most important thing, showing to the customer, maybe to clean the name of the brand or maybe for help the developing countries, but the final thing is that everybody win.
Mr. Luxury “Luxury is unique”