scholarly journals How to Communicate Sustainability: From the Corporate Web to E-Commerce. The Case of the Fashion Industry

2021 ◽  
Vol 13 (20) ◽  
pp. 11363
Author(s):  
Patricia SanMiguel ◽  
Silvia Pérez-Bou ◽  
Teresa Sádaba ◽  
Pedro Mir-Bernal
Keyword(s):  
Communication Process ◽  
Web Pages ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Operational Model ◽  
Corporate Groups ◽  
Corporate Website ◽  
Corporate Websites ◽  
Sustainability Strategy ◽  
Business And Management

Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustainable strategy of fashion companies, ranging from the corporate website to e-commerce, and it proposes improvements for sustainability communication. Two new models are presented: the Operational Model for Evaluating Fashion Corporate Websites (OMEFCW) and the Operational Model for Evaluating Fashion E-Commerce (OMEFeC), based on the core dimensions of online sustainability communication (orientation, structure, ergonomics and content—OSEC), as established by Siano. In order to obtain an optimal view of the fashion industry, four corporate groups—two luxury fashion groups (Kering Group and Moët Hennessy Louis Vuitton (LVMH)) and two fast fashion groups (H&M Group and Intidex)—are compared. In addition, all of the e-commerce operations of the groups’ fashion brands are analyzed, a total of 32 brands. The results show that it is necessary to continue improving in terms of the communication of sustainability within the fashion industry, whilst demonstrating the great deficiency that exists regarding the communication of sustainability in the case of the brands’ e-commerce operations, which are precisely the web pages most visited by consumers.

Ethical Issues in the Fast Fashion Industry

2018 ◽  
Vol 9 (8) ◽  
pp. 660-665
Author(s):  
Chi Sheh ◽  
◽  
Peng Chan ◽  
Wen Jun Sim ◽  
◽  
...  
Keyword(s):  
Business Ethics ◽  
Conceptual Model ◽  
Ethical Issues ◽  
Real Life ◽  
Time Frame ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Life Event ◽  
Real Cost ◽  
Literature Reviews

Fast fashion is becoming more and more popular nowadays and this industry is growing rapidly. In order to supply to the big demand of fast fashion clothing, company will need to increase the production of the clothing in shorter time frame. Besides that, to out beat the competitor, company will provide more choices of clothing in cheaper price to the customers. By practicing these actions to increase the business profits, company is behaving unethical to the manufacturer of the cloth. Most consumers are not aware of these ethical issues. This paper is will used and tested the conceptual model of fast fashion business ethics based on literature reviews. The finding from this paper will manifest the “real cost” of a cheap and branded fast fashion clothing and will be supported by real life event that happened. However, after realizing the problems, some company did make some changes and the solutions are stated in the paper as well.

scholarly journals CONSUMER-ORIENTED APPROACH FOR SUSTAINABLE ADVANTAGE OF HOME-GROWN BRANDS IN MALAYSIA FAST FASHION INDUSTRY

2020 ◽  
Vol 6 (3) ◽  
pp. 192-198
Author(s):  
Siti Fatimah Hashim ◽  
Rosita Mohd. Tajuddin ◽  
Amer Shakir Zainol
Keyword(s):  
Community Engagement ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Latent Variables ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Production Cycle ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Sustainable Advantage

Malaysian Fashion Brands (MFBs) have faced fierce competitions in fast fashion industry coming from short production-cycle and international fashion brands which have mushroomed every major shopping malls across Malaysia. MFBs cannot position themselves as a leader in mass-production category and being perceived low in equity. This study explores on Consumer-based Model (CBM) adapted from Keller’s Consumer-based brand equity (CBBE) Model (1993) to build Strong Brand Equity through brand knowledge which cognitively built in marketing-mix over time with Independent Variables of Brand Awareness, Brand Image and Purchase Intention to predict Dependent Variable of Strong Brand Equity. Brand Loyalty are tested as a mediator and Community Engagement as moderator in the relationships of IVs and DV. Quantitative research method is employed in a non-probability convenient sampling technique. As many as 2850 questionnaires were distributed with the success rate of 29.7%. After data screening, only 798 datasets were utilized for statistical analysis using SPSS version 25 and SmartPLS version 3.2.8 on 6 constructs and 17 latent variables. The findings show that Brand Loyalty has full mediator effects meanwhile, Community Engagement has low to none moderating effects thus, weakening the relationships between IVs and DV. Overall, MFBs are perceived low in brand equity. Therefore, further efforts are needed to build Strong Brand Equity for MFBs’ sustainable advantage.

Key drivers of an agile, collaborative fast fashion supply chain

2017 ◽  
Vol 21 (3) ◽  
pp. 278-297 ◽  
Author(s):  
Ka-Leung Karen Moon ◽  
Ji-yeon Lee ◽  
Sze-yeung Charlotte Lai
Keyword(s):  
Supply Chain ◽  
Market Structure ◽  
Subject Area ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Integrated Network ◽  
Content Type ◽  
Supply Chain Agility ◽  
Key Drivers ◽  
Business Pattern

Purpose The purpose of this paper is to investigate the market structure and the key drivers of the competitiveness of an agile and collaborative fast fashion supply chain using South Korea’s Dongdaemun fashion market – one of the world’s largest and most competitive fashion hubs – as an example. Design/methodology/approach A qualitative approach is employed with a two-stage study. The first stage is a preliminary study based on a desk research and several field visits, while the second is an in-depth interview study with seven informants collectively representative of the members of all echelons along a fashion supply chain. Findings The findings demonstrate that the Dongdaemun fashion market has a complex market structure and a unique business pattern. Supply chain agility and collaboration are two important components of its success, which are supported by five factors: self-sufficient structure, multiple-integrated network, strong entrepreneurship, close and long-lasting buyer-seller relationships, and quick-response product delivery and inventory replenishment. Originality/value This study extends our knowledge of supply chain management in the fast fashion industry and provides insights to assist in the development of supply chain strategies in other fashion markets and/or other industries. The extended conceptual framework as well as the proposed questions may serve as points of reference for future studies in the subject area.

Times, Tempos, and the Rhythm of Fast Fashion in Los Angeles and Seoul

2019 ◽  
pp. 269-282
Author(s):  
Christina H. Moon
Keyword(s):  
United States ◽  
Los Angeles ◽  
The United States ◽  
Material Object ◽  
Immigrant Communities ◽  
Fashion Industry ◽  
Korean Immigrant ◽  
Fast Fashion ◽  
Downtown Los Angeles ◽  
The City

Fast fashion is often a story about the most powerful global retail giants such as Zara and H&M. The rise and dominance of fast fashion within the United States, however, areintimately tied to the work of Korean immigrant communities within downtown Los Angeles. In the last decade alone, Koreans have refashioned the city of Los Angeles into the central hub of fast fashion in the Americas, designing and distributing clothing from Asia to the largest fast-fashion retailers throughout the Americas. This chapter explores the work of these fast-fashion families who blur the lines between design and copy, author and imitator, exploiter and exploited. How do their modes of work profoundly transform the material object of clothing? How do they complicate the assumed directions and global flows of design and production in the global fashion industry? And finally, what role does risk and failure play—in a landscape of creativity, aspiration, and imagining—to make fast fashion even a possibility?

Governance of sustainable supply chains in the fast fashion industry

2014 ◽  
Vol 32 (5) ◽  
pp. 823-836 ◽  
Author(s):  
Yongjian Li ◽  
Xiukun Zhao ◽  
Dan Shi ◽  
Xiang Li
Keyword(s):  
Supply Chains ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Sustainable Supply Chains

scholarly journals Slow Fashion in a Fast Fashion World: Promoting Sustainability and Responsibility

Laws ◽  
2019 ◽  
Vol 8 (4) ◽  
pp. 24
Author(s):  
Mark K. Brewer
Keyword(s):  
Corporate Responsibility ◽  
Fashion Industry ◽  
Environmental Footprint ◽  
Fast Fashion ◽  
Production Methods ◽  
Corporate Behavior ◽  
High Street ◽  
Slow Fashion ◽  
Detrimental Impact ◽  
Corporate Personality

Through its rapid production methods that supply the latest catwalk styles almost instantaneously to the high street, the fast fashion model has revolutionized the fashion industry, while generating a significant carbon footprint and a host of social concerns. Yet, the law is either slow or ineffective in promoting sustainability in a world obsessed with image and social connectivity, while outdated notions of companies continue to dominate the legal academy. This chapter initially examines the fashion industry’s environmental footprint. Then, it examines the rise of the fast fashion model and law’s inadequacy to prevent the model from undermining intellectual property rights or effectively address the model’s detrimental impact on environmental and social sustainability. The chapter then challenges traditional notions of corporate personality, calling for more responsible corporate behavior and greater legal scrutiny. Finally, the chapter considers various issues to enhance ethical behavior in companies, arguing that the slow fashion movement provides an alternative paradigm to the fast fashion model, since the slow fashion movement connects suppliers and producers more closely with consumers, thereby enhancing sustainability and corporate responsibility.

scholarly journals Communicating Sustainability: An Operational Model for Evaluating Corporate Websites

2016 ◽  
Vol 8 (9) ◽  
pp. 950 ◽  
Author(s):  
Alfonso Siano ◽  
Francesca Conte ◽  
Sara Amabile ◽  
Agostino Vollero ◽  
Paolo Piciocchi
Keyword(s):  
Operational Model ◽  
Corporate Websites
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