ABSTRACT
From wool and leather to perfumes and fine foods, wildlife is a major source of raw materials for the luxury industry. 1 Natural materials, such as fine silks and wools, rare leathers and pearls, are sought after by affluent consumers and are closely associated with luxury brands. Exotic and unique animal and plant species lend themselves to the concept of luxury, which is based on rarity and beauty (Kapferer 2010). Indeed, the inherent scarcity of wildlife resources aligns well with the luxury management strategy of maintaining the exclusivity of products through limited supply (Heine 2013). Furthermore, numerous luxury brands capitalise on the enduring appeal of the wild by using charismatic animals in their marketing and branding strategies, and sometimes turning them into corporate logos— Jaguar and its famous ‘leaper’ and Lacoste with its signature crocodile are just two obvious examples (Chevalier and Mazzalovo 2012). This has led to calls for the luxury industry to assume its moral responsibility by ‘giving back’ to wildlife species that 146are often the source of its inspiration and profits. Some luxury companies have taken steps in this direction, for example by joining the Save Your Logo campaign. 2 However, a more meaningful engagement which goes beyond mere philanthropy is urgently called for (Archer 2011; Bendell 2012).
