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Determining Effective Sustainable Fashion Communication Strategies

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Sustainability in Fashion

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.

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Authors and Affiliations

  1. Manchester Fashion Institute, Arts and Humanities, Manchester Metropolitan University, Manchester, UK

    Sara Li-Chou Han, Phoebe Apeagyei & David Tyler

  2. School of Materials, The University of Manchester, Manchester, UK

    Claudia E. Henninger

Authors
  1. Sara Li-Chou Han
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  2. Claudia E. Henninger
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  3. Phoebe Apeagyei
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  4. David Tyler
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Corresponding author

Correspondence to Sara Li-Chou Han .

Editor information

Editors and Affiliations

  1. University of Manchester , Manchester, United Kingdom

    Claudia E. Henninger

  2. Management School, University of Sheffield, Sheffield, United Kingdom

    Panayiota J. Alevizou

  3. University of Leicester , Leicester, United Kingdom

    Helen Goworek

  4. University of Manchester , Manchester, United Kingdom

    Daniella Ryding

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Han, S.LC., Henninger, C.E., Apeagyei, P., Tyler, D. (2017). Determining Effective Sustainable Fashion Communication Strategies. In: Henninger, C., Alevizou, P., Goworek, H., Ryding, D. (eds) Sustainability in Fashion. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51253-2_7

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