Determining Effective Sustainable Fashion Communication Strategies

Sara Han, Claudia Henninger, Phoebe Apeagyei, David Tyler

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    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 languageEnglish
    Title of host publicationSustainability in Fashion - a cradle to upcycle approach
    PublisherPalgrave Macmillan Ltd
    ISBN (Print)9783319512525
    Publication statusPublished - 2017

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