2 research outputs found
Slow Fashion as a Communication Strategy of Fashion Brands on Instagram
The objective of this research is to study the reasons for the growing impact of sustainable
slow fashion brands in the fashion industry and, in particular, how they manage their communication
and which digital strategies they employ. We applied a mixed research methodology: a comparative
content analysis of qualitative and quantitative indicators, as well as in-depth interviews with
10 professionals and experts in fashion and digital communication, with the aim of contrasting
their opinions with the results of the study. The five sustainable fashion brands (YosoLOVEamor,
LIFEGIST, ECOALF, Alohas, and ECOOLOGY) chosen are distinguished by the fact that they base
their business projects on social and environmental responsibility, and their Instagram accounts were
studied over a period. This paper demonstrates the social interest in and concern for sustainability,
ethics, and corporate social responsibility in the fashion industry. Additionally, it is evident that slow
fashion brands need to have a good online strategy, as it is the future of fashion. No greenwashing
was found, but sustainable fashion is a controversial issue with no regulation and a short history, so
it has to develop