Communicating Environmental Sustainability Actions in Fashion Brands

As people’s concerns and desires have changed, so have their consumption habits. Fashion is part of this transformation. The environmental impact, together with the help of green marketing, has led fashion brands to respond to consumer demand for action through different manifestations of sustainable fashion. To carry out this study, it was necessary to have a tool of content analysis that measures the actions and communication of brands when faced with environmental sustainability. These brands were selected from the seven-category classification of sustainable fashion created by the consultancy Green Strategy. The results revealed that there is a visible lack of awareness regarding clearly defining concepts such as social responsibility and sustainable fashion. As a result, some brands have adopted certain labels that do not belong to them, misinforming their consumers, while other brands lose the opportunity to strengthen their relationship with their current consumers or even struggle to find new ones. In addition, the findings identified that brands need to comprehensively explore more environmental sustainability measures.