ABSTRACT
Past research has outlined a paradox between sustainability and luxury fashion products, which has changed more recently in that studies highlight the importance of sustainable luxury. Accelerated by COVID-19 sustainability information shown on luxury brands' websites has increased, where they provide analogous information to engage their consumers, yet the impact of which remains unknown. This study utilises sustainability communication as a theoretical underpinning to address this gap. This study is based on a qualitative inquiry into how Gen Y consumers perceive and engage with the information broadcasted on luxury companies' websites. Twenty-five semi-structured interviews were conducted and carefully analysed, thereby highlighting three levels of consumer engagement in communication. Findings thus, contribute to the debates surrounding sustainability communication by looking at information conveyed on companies' websites from consumers' perspective. The results provide novel insights into sustainability communication theory, outlining three unique layers that have different outcomes in terms of awareness and action. The findings also provide some suggections for luxury fashion companies to effectively manage their sustainability communication on their companies' websites.
ABSTRACT
This study explores drivers of supply chain sustainability during COVID-19 in both the Australian and Saudi Arabian fashion industries. COVID-19 is the most recent global crisis to amplify sustainability issues in a very polluting sector. This qualitative, comparative study draws on 44 semi-structured interviews with fashion brands across the fashion spectrum, evenly distributed between Australia and Saudi Arabia. A grounded approach to analysis was applied. Findings indicate reactive and proactive approaches to dealing with COVID-19 and its impacts. A reactive approach, or dealing with a situation when faced with it, is guided by isomorphic pressures, which are classified as external forces that shape and influence how an organisation operates within society, but also can lead to changes in internal practices. A proactive approach implies foresight and acts upon a situation prior to being ‘forced’ to make changes and encourages social sustainability along the supply chain. To overcome challenges intensified by the pandemic, fashion organisations need to increase flexibility and collaborative approaches. This study makes a novel contribution to the literature through its cross-cultural comparison, exploring sustainability drivers with institutional theory.
ABSTRACT
Over the last thirty years, sustainability has become a growing concern in the fashion industry. While there is agreement among a growing range of actors regarding the need to engage with the social and environmental challenges created by the fashion industry, there is less consent regarding what sustainability entails. Although “sustainability” may be intuitively understood, it has different meanings, depending on how it is applied, and who it is applied by. Without a clear-cut definition, sustainability becomes subjective. In this context, there is a need for research at the intersection of brand-sustainability initiatives and their communication to consumers, who play a vital role in this transition. Drawing on a case study of the Swedish fashion industry, we explore how evolving industrial business models and emerging best practices are informed by a robust understanding of sustainability. We evaluate how brands communicate sustainability to consumers across three key sites: brand websites (including corporate social responsibility reports), social media platforms, and in-store campaigns. We found that not only do brands use a range of practices to define sustainability differently, but furthermore, these definitions vary depending on the context. Considering the industry’s ongoing history with greenwashing, it is vital to address and confront this issue head on. We argue that there is a need to determine what constitutes sustainability in the fashion industry and, in turn, hold businesses to that standard. As COVID-19 has only magnified and intensified these challenges, the article explores the implications of a more robust approach for both theory and practice. © 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group on behalf of the Politecnico di Milano–Design Department.
ABSTRACT
COVID-19 has heightened consumers environmental and social consciousness in the luxury industry, which fosters luxury consumers’ appetite for sustainable luxury, thus, puts renewed interest and pressure on the industry to act upon. Past research highlights that sustainability and luxury may be paradoxical, due to a lack of information on material adoption. Yet, sustainable luxury products are positively perceived by consumers, who see luxury and sustainability as compatible. Material innovations can enhance this perception further, which requires careful communication strategies. Sustainability communication enables companies to broadcast material innovations through a manifold channel. Luxury brands predominantly communicate these innovations through official websites, as it is often the first touchpoint between consumers and the brand. This article addresses a knowledge gap on how to communicate sustainable luxury in an effec-tive and efficient manner, by focusing on material innovations that are increasing in popularity in the sector. This article explores the role of corporate websites in communicating material innovations based on two luxury brands. Data are extracted from company websites to perform a qualitative content analysis. Data highlight that terminologies used affect information accessibility. Sustainable information can be a key selling point for consumers that are more environmen-tally, thus it is vital to provide this information in a straightforward manner. Data may not be generalized from only two case studies, yet it provides insights that can guide future research. © 2021 Intellect Ltd Article. English language.