Sustainability is proving key in the luxury industry. And it is that the responsibility with the environment is already a must both for medium-sized companies and large corporations. Thus, the classic user would never have taken into account factors such as those that are decisive today when acquiring a product or service. Ready? Ready? ALAWA!
When we talk about luxury products, we talk about durability, quality and ethical values, something that has been lost over the years in a massive industry that only wants to produce excessively.
But not all brands work like this, more and more companies are following the path of sustainability and environmentalism, worrying about their footprint in the world, either due to a personal conviction or as a market strategy, as is the case. of many multinationals.
The new concept of honest luxury embraces an increasingly popular stream. A new model in which quality, authenticity and values prevail, behind a brand that takes care of the customer, showing without traps or trade secrets, what is behind the product.
And the same is true in reverse! For today's consumer, it is important to know where the product comes from, under what conditions it is produced and whether or not the process is sustainable for the planet.
From ALAWA, we are committed to a luxury that has more to do with being than with having, offering craftsmanship and design within reach muchos and guaranteeing a high quality in swimwear made in Europe, seeking a lower impact on the environment and working with fair trade policies in both resources and employees.
And it is that the new consumer seeks transparency, and will undoubtedly turn its back on those corporations that do not behave according to the fundamental values of society and flow with the collective conscience. An imminent change before the existence of a new responsible consumer who sets the standards, seeking sustainability, environmentalism and respect for the environment, all at a pocket-friendly price.
Many times, sustainability and good work implies a higher cost in absolute value, but also greater durability that sometimes we do not take into account when buying. It also makes us aware of starting to get out little by little of that destructive culture of "use and throw", both personally and in the things that one acquires. Buy with conscience, take care and bet on durable things and not so much on passing fashion. In the "era of immediacy" this seems like a utopia, but more and more people are taking precedence to buy with a conscience and to value the way things are done.
It is not easy to reach all these objectives in the short term, and it requires good management tools and a very elaborate plan, but today it is already a market requirement and from ALAWA we feel like we must sensitize the population about the advantages of a sustainable purchase.
Quite a challenge that we must face together, adopting this philosophy both at the business and user level, and that is that the consumer also has his task and commitment.
We are facing a transition stage, but without a doubt, responsible trade and consumption are necessary and will open doors to better and larger markets. And sustainable businesses are likely to be valued more in the long term, but ethics should lead sellers and buyers along that path, committing ourselves more and more to the protection of environmental heritage and honest and consistent trade.
Trina Pena
* LUXURY CHANGED *
There is a new modern concept of what is the ultimate luxury.
The tuned ones are redefining, not only the word, but the attitudes in relation to it.
The change of behavior in this new millennium shows new consciences in the world. And every great transformation begins when a change in values occurs, and that is what we are experiencing.
Little by little, even those most oblivious to conservatives and the new rich, dazzled by their social escalation, are realizing that luxury is another.
And hey, what does luxury mean in this contemporary modern era?
The new luxury is to have health, freedom, time, have space on this disorderly planet, have organic gardens, bees, free animals, clean water, clean rivers and seas, native plants and preserved forests, natural biomes.
And who can afford that luxury? Who can take care of their physical, mental, emotional, mental and spiritual health? Who can have the freedom to be what he is, without worrying about anyone's opinion? Who can have the time to do what they like and enjoy what they do?
Have time to think, to devote oneself to observing the beauty of things, to create beauty in things, to discover true beauty and the world? Time to dance alone, calmly watch a sunset?
Take care of abandoned animals and have your own to take care of?
Time to take care of the garden and be able to plant lots of trees, have a coffee at the end of the afternoon and read a good book?
Time to meet, discover and love people? To be able to make love to all the time in the world? To wake up in a good mood and believe that it is possible to witness small and great miracles?
The new luxury is to have peace of mind, a clear conscience, meditate and feel that happiness that is born within you, regardless of what happens outside.
The new luxury is knowing that to be happy, we have to let everyone be happy too.
Do not carry the weight of bad feelings and negative thoughts, but let them pass as dark clouds pass through the sky.
The new luxury is knowing how to be gentle with people we do not know, with employees, officials, subordinates.
Respect the other regardless of their social position, race, color, political tendency or creed.
Respect the human being that he is.
The new luxury is trying to understand who thinks differently, who seems strange to us and knowing that violence in that space has no place.
The new luxury is admitting our weakness, forgiving our mistakes, and graciously accepting our shortcomings.
Know that our charm is that mix of everything. Often confused and disorderly, but always trying to go in the right direction, the path of good.
We all have faults, we all do nonsense, we say things that we did not want to have said, we must know how to ask for forgiveness ... it is always liberating.
One of the conquests of this new luxury is that fulfillment.
The new luxury is experimenting, experiencing, learning. The new luxury is knowledge.
An embracing vision of the new world we live in in our fleeting passage through this beautiful blue planet.
So, the quest is BE HAPPY.
The new LUXURY IS NOT HAVING, and it IS BEING.
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Alawa
Thank you very much Trina for your deep and solid reflection, and from the heart, it enriches us a lot.
What a great truth that you collect in your text, in the end what we find is the theme of happiness and, as you point out, lies in the "BEING". Thank you!