Slow Fashion as a Communication Strategy of Fashion Brands on Instagram

Ana Velasco-Molpeceres (), Jorge Zarauza-Castro, Concha Pérez-Curiel and Sophia Mateos-González
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Ana Velasco-Molpeceres: Facultad de Ciencias de la Información, Universidad Complutense de Madrid, 28040 Madrid, Spain
Jorge Zarauza-Castro: Departamento de Ciencias Sociales y de la Salud, Centro Universitario San Isidoro, 41092 Sevilla, Spain
Concha Pérez-Curiel: Facultad de Comunicación, Universidad de Sevilla, 41092 Sevilla, Spain
Sophia Mateos-González: Facultad de Ciencias Sociales, Universidad Europea Miguel de Cervantes, 47012 Valladolid, Spain

Sustainability, 2022, vol. 15, issue 1, 1-17

Abstract: The objective of this research is to study the reasons for the growing impact of sustainable slow fashion brands in the fashion industry and, in particular, how they manage their communication and which digital strategies they employ. We applied a mixed research methodology: a comparative content analysis of qualitative and quantitative indicators, as well as in-depth interviews with 10 professionals and experts in fashion and digital communication, with the aim of contrasting their opinions with the results of the study. The five sustainable fashion brands (YosoLOVEamor, LIFEGIST, ECOALF, Alohas, and ECOOLOGY) chosen are distinguished by the fact that they base their business projects on social and environmental responsibility, and their Instagram accounts were studied over a period. This paper demonstrates the social interest in and concern for sustainability, ethics, and corporate social responsibility in the fashion industry. Additionally, it is evident that slow fashion brands need to have a good online strategy, as it is the future of fashion. No greenwashing was found, but sustainable fashion is a controversial issue with no regulation and a short history, so it has to develop.

Keywords: slow fashion; sustainability; Instagram; influencers; greenwashing; fast fashion; fashion (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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