Work Programmes
Four work programmes are envisaged, each with sub-programmes.
The ALA business programme helps executives and entrepreneurs to achieve more socially and environmentally beneficial operations. The ALA consumer programme generates greater consumer awareness of the need for, and availability of, more authentic luxury brands. The ALA leaders programme supports top-tier or notable individuals to promote authentic luxury to their relevant communities. The ALA research programme generates the data and knowledge to support these three work programmes, as well as informing the association's evolving strategy.
Business Programme
The ALA business programme helps executives and entrepreneurs to achieve more socially and environmentally beneficial operations:
- Training: workshops for the luxury industry on social and environmental performance, available to all but at discount for ALA members.
- Networking: Support for professional social networking, through on-line, conference and media outreach, to connect people in the luxury business and relevant civil society organisations: the main vehicle for this being the Authentic Luxury Network.
- Advisory: develop competency and capacity to advise ALA members, and connect them with relevant expertise, as well as build the capacity and performance of suppliers for AL brands, and to connect ALA members with socially and environmentally preferable suppliers, as well as advise other organisations on specialist projects.
- Directory: develop a business-to-business directory of AL brands, retailers and relevant suppliers for ALA members to access and update directly.
- Literature: prepare books to promote industry awareness and competence.
Consumer Programme
The ALA consumer programme generates greater consumer awareness of the need for, and availability of, more authentic luxury brands:
- Events: fashion shows promoting authentic luxury, for instance in partnership with existing groups such as Eco Chic Fashions
- Audio Video: short videos to promote authentic luxury, for instance in collaboration with the producers of More Than Pretty Knickers, as well as promotion of relevant documentary concepts to TV producers
- PR: contacting print journalists about AL issues, members and activities to promote coverage
- Literature: prepare books to promote consumer awareness
Leaders Programme
The ALA leaders programme supports top-tier or notable individuals to promote authentic luxury to their relevant communities:
- Honorary Fellowships: recognition, celebration and support for exceptional individuals who are promoting authentic luxury and the work of ALA
- High-level Dialogues: convening notable individuals from creative industries, the arts, popular culture and philanthropic families, to share ideas and encourage action to promote authentic luxury.
- Star Charter: promotion and maintenance of a charter of principles for responsible brand endorsement by celebrities, to encourage more celebrity promotion of socially and environmentally beneficial brands.
Research Programme
The ALA research programme generates the data and knowledge to support these three work programmes, as well as informing the association's evolving strategy:
- Database: develop a central source of issues, initiatives and tools related to AL, to inform the business and consumer work programmes
- Reports: research and prepare reports to inform the business and consumer work programmes, and to promote the AL field, such as one that replicates the WWF Deeper Luxury assessment of luxury goods for luxury services (i.e. hotels, spas, restaurants, mobility, events, concierge etc)
- Evaluations of the effectiveness of the ALA in achieving its mission.
Regional Focus
ALA work programmes will have regional foci, such as a South East Asia
work programme, Anglo Saxon work programme, Francophone work programme,
Latin work programme, and so on, to ensure that AL awareness and participation
grows worldwide.