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The Impact of Sustainability as a New Trend in the Fashion Industry

Åkerberg, Gabriella (2015) MIO920
Production Management
Abstract
Problem definition Sustainability in fashion is one of tomorrow’s most important focuses
but is not yet fully established in the industry, neither from the side
of the business nor the customer. Customers’ statements tend to
show an interest of sustainable fashion, but it is not quite so visible in
the sales shares related to sustainable fashion products, which in turn
can make sustainable fashion seen as a risky investment. Several
studies show that sustainable fashion is although becoming a central
focus on future customer demands.
Purpose The purpose of this thesis was to describe and analyse the use, value
and application of the concept of sustainability in the fashion
industry.
Methodology As the purpose was to describe the... (More)
Problem definition Sustainability in fashion is one of tomorrow’s most important focuses
but is not yet fully established in the industry, neither from the side
of the business nor the customer. Customers’ statements tend to
show an interest of sustainable fashion, but it is not quite so visible in
the sales shares related to sustainable fashion products, which in turn
can make sustainable fashion seen as a risky investment. Several
studies show that sustainable fashion is although becoming a central
focus on future customer demands.
Purpose The purpose of this thesis was to describe and analyse the use, value
and application of the concept of sustainability in the fashion
industry.
Methodology As the purpose was to describe the concept of sustainability in the
whole fashion industry, the methodology was chosen thereafter as to
cover as many perspectives as accurately possible. First the concept
was defined out of existing literature where a theoretical framework
of the supply chain was formed and later applied on the case
companies in the empirical findings. A website analysis together with
mystery shopping of the case companies gave insights on externally
shared communications and values, customer surveys were carried
out as to get into the mind of the customer and interviews with
sustainability experts provided a better understanding of the concept
of sustainability related to the concerned brand and what new
technologies and industry associations can do for brands wanting to
achieve a sustainable status.
Conclusions Sustainability is a complex concept defined in multiple ways but
requires a united definition for the future, preferably authorised by a
higher association like the EU. Different area of focus of
sustainability among brands in the fashion industry depends on core
iv
brand values and objectives. There is an attitude-behaviour gap
among customers due to lack of knowledge, it being a sensitive area
of research and since it is not perceived as stylish. To diminish the
gap, educating clients and training sales associates are concerned as
vital and the needs to target are durability, quality, style and fair
pricing. Brands also need to declare transparent and honest supply
chain operations and to find innovative and trustful ways of offering
sustainable value to its customers. (Less)
Please use this url to cite or link to this publication:
author
Åkerberg, Gabriella
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
sustainability, sustainable fashion, environmental, eco fashion, ethical fashion, CSR
other publication id
15/5508
language
English
id
5466027
date added to LUP
2015-06-05 11:03:35
date last changed
2015-06-05 11:03:35
@misc{5466027,
  abstract     = {Problem definition Sustainability in fashion is one of tomorrow’s most important focuses
but is not yet fully established in the industry, neither from the side
of the business nor the customer. Customers’ statements tend to
show an interest of sustainable fashion, but it is not quite so visible in
the sales shares related to sustainable fashion products, which in turn
can make sustainable fashion seen as a risky investment. Several
studies show that sustainable fashion is although becoming a central
focus on future customer demands.
Purpose The purpose of this thesis was to describe and analyse the use, value
and application of the concept of sustainability in the fashion
industry.
Methodology As the purpose was to describe the concept of sustainability in the
whole fashion industry, the methodology was chosen thereafter as to
cover as many perspectives as accurately possible. First the concept
was defined out of existing literature where a theoretical framework
of the supply chain was formed and later applied on the case
companies in the empirical findings. A website analysis together with
mystery shopping of the case companies gave insights on externally
shared communications and values, customer surveys were carried
out as to get into the mind of the customer and interviews with
sustainability experts provided a better understanding of the concept
of sustainability related to the concerned brand and what new
technologies and industry associations can do for brands wanting to
achieve a sustainable status.
Conclusions Sustainability is a complex concept defined in multiple ways but
requires a united definition for the future, preferably authorised by a
higher association like the EU. Different area of focus of
sustainability among brands in the fashion industry depends on core
iv
brand values and objectives. There is an attitude-behaviour gap
among customers due to lack of knowledge, it being a sensitive area
of research and since it is not perceived as stylish. To diminish the
gap, educating clients and training sales associates are concerned as
vital and the needs to target are durability, quality, style and fair
pricing. Brands also need to declare transparent and honest supply
chain operations and to find innovative and trustful ways of offering
sustainable value to its customers.},
  author       = {Åkerberg, Gabriella},
  keyword      = {sustainability,sustainable fashion,environmental,eco fashion,ethical fashion,CSR},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Impact of Sustainability as a New Trend in the Fashion Industry},
  year         = {2015},
}