Communication in the Fashion Industry: Sustainability Focus

Paloma Díaz-Soloaga ()
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Paloma Díaz-Soloaga: Complutense University of Madrid

Chapter Chapter 8 in Firms in the Fashion Industry, 2021, pp 117-139 from Springer

Abstract: Abstract In the first decades of the twenty-first century, intangible assets have become a key variable for all businesses: reputation and brand management, organizational culture, corporate social responsibility, and identity are now “hard skills” in which institutions must consciously work. The fashion industry has noticed how important is not only to have a sustainable core but also to communicate it to their stakeholders in order to transmit those good practices. This chapter’s main goal is to explore the connections between the intangible assets state of the question and the sustainable practices in the fashion industry, that was very much damaged by some terrible incidents during those 20 years, besides the greenwashing practices that have caused the loss of trust from stakeholders. Communicating sustainable fashion implies a real commitment to reliable practices, traceability, and a positive, design-oriented component. Otherwise, the consumer tends to think that sustainable fashion is for very committed customers, which is the opposite of what brands really want: to build a new culture of sustainable consumption, based on the principles of slow fashion.

Keywords: Intangible assets; Sustainable fashion; Communication; Branding; Reputation (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-76255-1_8

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DOI: 10.1007/978-3-030-76255-1_8

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