Determining effective sustainable fashion communication strategies

This chapter investigates the current techniques employed by upcycled and sustainable fashion brands to communicate the features and benefits of their products, as well as their benefits to consumers and society at large. At the same time we look at the effectiveness of these strategies in the modern fashion industry. An interpretivist methodology was utilised in this chapter, with 14 in-depth semi-structure interviews providing the basis for the findings and discussion section. Interviewees were selected purposively and include nine ethical fashion brands, and five sustainable fashion experts (CSR specialist, artist and mending activist, upcycled and sustainable fashion expert, and closed loop production experts). Findings included key industry perspectives on communication and consumer issues relating to sustainability, design and behaviour change. Insights about knowledge brands and designers believe consumers already hold, how this informs design and production decisions, and what issues brands and designers are still querying in consumer behaviour are presented. Information on the current strategies employed to communicate in-store and through multi-channel media, the effectiveness of these techniques and what brands and designers still want and need to know regarding these communication strategies are also covered.