Abstract
This chapter investigates current techniques by upcycle and sustainable fashion brands to communicate features and benefits of products and their value to consumers and society. Analysis from 14 in-depth interviews featuring nine ethical fashion brands and five sustainable fashion experts (CSR professional, activist, sustainable fashion writer, and closed loop production specialists) provide comprehensive perspectives from field experts and practitioners. Key industry perspectives on communication and consumer issues on sustainability, design and behaviour change are presented. Discussions on demands; effectiveness of techniques; and current strategies employed by brands and designers to communicate in-store and via multi-channel media are also covered in this chapter.
| Original language | English |
|---|---|
| Title of host publication | Sustainability in Fashion - a cradle to upcycle approach |
| Publisher | Palgrave Macmillan Ltd |
| ISBN (Print) | 9783319512525 |
| Publication status | Published - 2017 |