Abstract  Background: The fashion industry in its current state operates in conditions that are considered unsustainable. In order to appeal to the growing environmental and ethical concern of consumers, fashion brands have started to employ strategies of green marketing, often focusing on clothes marketed as consisting of sustainable or eco-friendly fabrics. Meanwhile, fully sustainable fashion brands have emerged, where sustainability values are carried throughout all organisational practices.  Purpose: The purpose of this study is to explore how sustainable fashion brands market themselves and which types of consumers the current strategies attract. It aims to lay out an initial foundation for further research carried out in the future.  Method: A multi-case study of six sustainable fashion brands and an expert on sustainable fashion consumption was conducted under an interpretivist paradigm. A thematic analysis of the data received through semi-structured interviews provided an initial in-depth understanding of the phenomenon under consideration.  Conclusion: Sustainable fashion brands emphasized the importance of a holistic approach to conducting business under sustainability values. This understanding expressed itself in direct implications for design and longevity of fashion garments and a coherent approach to communication and retailing of products utilizing storytelling and a criteria-based choice of retailers. Main consumer groups identified were sustainability-minded consumers, as well as design-interested ones in some cases.

Background: Recently, the fashion industry has demonstrated a strong interest in sustainability and environmental issues. The sustainable fashion industry has enormous potential, and practical products are attracting Generation Z's environmentally conscious buyers. In the meantime, Gen Z customers have intrigued researchers' interest due to their enormous utilization potential.  Purpose: The purpose of this study was to ascertain Gen Z consumers' attitudes toward sustainable fashion consumption and marketing activities in the global market.  Method: This study employed deductive qualitative research. The researchers conducted semi-structured interviews with 12 Gen Z consumers who represented a range of cultural backgrounds. The qualitative data are analyzed using reflexive thematic analysis.  Conclusion: The findings indicate that Gen Z consumers prefer products designed by brands with a distinct brand identity and distinctive highlights that are both practical and sustainable. For sustainable fashion brands to reach Gen Z consumers, branded digital marketing and branded content advertising are pivotal.

The fashion industry's progress towards sustainability is often a complex journey and changes within the industry, both ongoing changes and those required to achieve sustainability, cannot be singled out as something only of material considerations or bound to a specific stage within a lifecycle. This paper examines how a selection of environmentally inclined sustainability strategies within the fashion industry, contributes to or counteracts the industry's progress towards environmental sustainability. Including the overall work towards a sustainable development. The aim is also to understand how to lead the fashion industry toward an environmentally sustainable development and understand how sufficient they are in their current work. Strategies that aim to improve the environmental sustainability within the fashion industry are plenty, which can cover large and significant parts of the industry. Many depart from innovative approaches and aim to bring significant change and contribution to the fashion industry's work toward sustainable development. As concluded within this study, one strategy is not enough to solve the entire sustainability conundrum, since each strategy has proven to contribute with significant environmental impact reduction potentials, however the resulting environmental impacts' counteractions are equally significant. Thus, the most considerable potential for environmental sustainability can be gained when combining various strategies and implementing them during certain stages - because where one strategy is lacking, another can contribute, complement and/or reinforce. / Modebranschens framsteg mot hållbarhet är oftast en komplex resa. Förändringar inom branschen, både pågående förändringar och de som krävs för att uppnå hållbarhet, kan inte pekas ut som något enbart materiellt eller bundet till ett specifikt skede i en livscykel. Denna studie undersöker hur ett urval av miljöanpassade hållbarhetsstrategier inom modebranschen bidrar till eller motverkar branschens framsteg mot miljömässig hållbarhet. Syftet med studien är att delvis förstå hur man leder modebranschen mot en miljömässigt hållbar utveckling samt förstå hur tillräckliga de är i sitt nuvarande arbete.  Det finns ett antal strategier som syftar till att förbättra den miljömässiga hållbarheten inom modebranschen och kan täcka stora samt betydande delar av branschen. Många vilka utgår från innovativa tillvägagångssätt som strävar efter att åstadkomma betydande förändringar och bidrag till modebranschens arbete mot hållbar utveckling. Slutsatsen i denna studie är det inte är tillräckligt med en strategi för att lösa hela hållbarhetsproblemet, eftersom varje strategi inom denna studie har visat sig bidra med betydande potential för att minska miljöpåverkan, men även resulterat till lika betydande motverkningar. Den största potentialen för miljömässig hållbarhet är när man kombinerar olika strategier och implementerar dem under vissa skeden.

Uppsatsen behandlar ämnet hållbart mode och hur det förpackas, vanliga märkningar för miljö- och arbetsvilkor, materialval både i kläder samt förpackningar. Metoderna som använts är intervjuer och analys av förpackningar. Tre stora modevarumärken med tydlig inrikting mot hållbart mode intervjuas.

Background: The current fashion industry is characterised by its fast-moving nature. Its change over the past decades from two to numerous collections per year has contributed to a take-make-dispose society. This largely contributes to environmental and social sustainability issues as well as the use of non-renewable materials waste. Simultaneously, it is one of the largest employers worldwide. Due to the global dispersion of supply chains actors, sustainable fashion brands need to tackle country specific regulations and overall differences in conceptions of e.g. sustainability. Sustainable fashion brands find themselves in numerous conflicts such as profit and growth versus environmental and social sustainability, trendiness versus consciousness, or linear business models versus circular business models. Purpose: This thesis provides a systematic literature review of a selection among peer-reviewed articles on sustainable fashion brands. The main focus is on the paradox of sustainable fashion brands in academic research. This study aims at gaining a basis for research in the perspective of sustainable retail brands to explore manners in which they can deal with the paradox between being financially viable and acting sustainably. Method: To support the objective of this study, the articles selected for data analysis were collected by using a systematic literature review as research and analytical method. Within the thesis, a narrative analysis was applied to examine the chosen articles. Results: The results gathered through the systematic review show a significant influence on sustainable fashion brands from two major stakeholders: supplier and consumer. Especially the consumers are regarded as most influential since their demand determines whether sustainable fashion is being adopted more widely into the market. Currently consumers lack knowledge of environmental and social concerns related with fashion. Simultaneously, the suppliers lack understanding of such concerns due to cultural and economic differences. Therefore, retailers should educate both consumers and suppliers on relevant issues. This can further enhance transparency which in turn generates more trust between all parties. Moreover, innovative business models can help tackle consumption related sustainability issues in that they offer the extended use of clothing. Conclusion: Sustainable fashion brands have to handle several conflicts related to their market position and existence. In order to create sustainable fashion offerings, they require viable financial means. Economic growth as it is known today contradicts the sustainability of the environment and society. Sustainable fashion brands need to find a proper balance between the two as it is the only way to tackle this paradox. In addition, there is a significant gap in the research on economic sustainability in relation to sustainable fashion brands.

Este estudio tiene como objetivo conocer la aplicación del concepto de sostenibilidad en la marca Galera de Lima entre los años 2017 – 2020. Para poder solventar este objetivo, primero se definirá el concepto de sostenibilidad en la moda; en segundo lugar, se describirá la marca Galera tomando en cuenta su visión, misión y objetivos; y, por último, se detallará la aplicación del concepto de sostenibilidad a la marca, es decir, se explicará cómo la marca incentiva la sostenibilidad ambiental, el proceso de producción, el material que se utiliza, así como también, las iniciativas de responsabilidad social que tienen como empresa. Se tomó como caso de estudio a Galera, marca limeña de moda sostenible que trabaja los accesorios con fibra vegetal (toquilla, mimbre y junco) tejida por los artesanos peruanos, porque es una empresa sostenible con un enfoque de responsabilidad social adecuado y porque la información sobre su funcionamiento era accesible. Finalmente, la interrogante de investigación se responderá mediante el uso de metodología cualitativa etnográfica con fuentes bibliográficas pertinentes y por medio de entrevistas a la dueña de la marca y trabajadores que manejan información de lo requerido. / This study aims to learn about the application of the sustainability concept in the brand Galera from Lima, between the years 2017 - 2020. In order to solve this objective, the concept of sustainability in fashion will first be defined; secondly, the Galera brand will be described by mentioning vision, mission and objectives; and finally, the application of the sustainability concept in the brand will be detailed. To do this it will be explained how the brand encourages environmental sustainability, production process, materials used, as well as the social responsibility initiatives that they have as a company. Galera was taken as a case study, it is a Lima brand of sustainable fashion that works with accessories made of vegetable fibbers (toquilla, wicker and reed) woven by Peruvian artisans. It was chosen because it is a sustainable company and its adequate social responsibility, also the approach and the information about its operation was accessible so it made it easier to obtain information. Finally, the research question will be answered through the use of a qualitative ethnographic methodology with pertinent bibliographic sources and through interviews to the owner of the brand and workers who handle information as required.

En el presente trabajo de investigación, tiene como propósito de medir la relación de las dimensiones del Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) con la decisión de compra en empresas de moda sostenible en Lima Metropolitana. Ello responde a la aparición de una nueva corriente, donde los consumidores están optando por organizaciones de moda que se enfocan en el bienestar del medio ambiente. Con respecto a la metodología de investigación, fue de carácter mixto, donde se hizo uso de herramientas tanto cualitativas como cuantitativas. Por un lado, en el estudio cualitativo, se realizaron cuatro entrevistas a expertos en el sector de moda sostenible, seis entrevistas al público objetivo y, por último, un grupo focal. Por otro lado, con la finalidad de contrastar la información brindada por los expertos, se hizo uso de la investigación cuantitativa para darle profundidad y representatividad a la data recolectada. Para ello, se empleó una muestra de 293 usuarias de prendas de vestir de moda sostenible seleccionadas por un muestreo no probabilístico, a las cuales fueron encuestadas por un cuestionario de 37 preguntas. Con todo lo mencionado, se logró concluir que las dimensiones Brand Loyalty y Brand Associations tienen una mayor significancia con respecto a la decisión de compra. / The purpose of this research is to measure the relationship between the dimensions of Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) with the purchase decision in sustainable fashion companies in Lima. This responds to the emergence of a new trend, where consumers are opting for fashion organizations that focus on the well-being of the environment. Regarding the research methodology, which was a mixed nature, where both qualitative and quantitative tools were used. In one hand, the qualitative study, four interviews were conducted with experts in the sustainable fashion sector, six interviews of the target audience and, finally, one focus group. On the other hand, in order to contrast the information provided by the experts, quantitative research was used to give a deeper and representative view on the collected data. For this, we took a sample of 293 users of sustainable fashion clothing selected by a non-probability sample, and they were surveyed by forum of 37 questions. We concluded that the dimensions of brand loyalty and brand associations are have greater importance with respect of the purchase decision. / Trabajo de investigación

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In this study, the current picture of fashion design education and the implementation of sustainable methods, at the university of Boras were reviewed. Sustainable fashion is a global challenge, and there is a lack of consumer knowledge of sustainability, which is a huge issue. In order to move towards a sustainable future in general, it is important to educate citizens so that they can better understand and develop positive attitudes towards sustainability. The types of sustainable practices offered by universities and how they are implemented are also important, as good practices and implementation may shape the long-term responsible attitudes of design students towards sustainability.

Due to the adverse environmental impacts today’s clothing consumption behaviour is causing, it is necessary to accelerate the awareness of sustainable fashion among consumers. Fashion companies are facing difficulties, as sustainable consumption has not yet made an impact on consumers’ fashion purchasing decision. To accelerate the sales of newly produced sustainable fashion, the willingness to purchase has to increase. This study suggests that it through different factors is possible to influence consumers’ rational behaviour. It examines the gap between Swedish fashion consumers’ willingness to purchase sustainable fashion and their actual actions from data collected through focus groups. The difficulty to recognize sustainable fashion, as well as the limitations of product options, appealing aesthetic and design explains the emerged gaps. Consumers are also requiring a modified usage of the concept as sustainability today is used without a consistent meaning. Findings indicate that fashion consumers’ demands sustainable fashion with appealing design, high quality as well as varied product options. It also showed a request for a standardized, simple and easily accessible label, representing the idea of sustainability equally without any room for interpretation. A standardized label symbolized with a consistent meaning could also be apart of the development of making sustainability a sustained trend - making sustainability the ‘new black’. / Dagens klädkonsumtion innebär en negativ miljöpåverkan som kräver nödvändiga åtgärder såsom att öka medvetenheten av hållbart mode bland konsumenter. Eftersom hållbarkonsumtion hittills inte har någon större inverkan på modekonsumenter i deras köpbeslut står modeföretagen inför en utmaning. För att öka försäljningen av nyproducerat hållbart mode måste viljan att handla hållbara plagg öka. Denna studie föreslår att det genom olika faktorer är möjligt att påverka konsumenters rationella beteende. Den undersöker vad som påverkar gapet mellan svenska modekonsumterns vilja att konsumera och deras faktiska ageranden genom två fokusgruppsintervjuer. Svårigheter att identifiera hållbart mode, likväl som begränsningen av utbudet, tilltalande estetik och design förklarar hur gapen uppstått. Konsumenter efterfrågar dessutom en förändrad användning av begreppet hållbarhet eftersom det idag används utan en konsekvent innebörd. Resultatet i studien visar på att modekonsumenter kräver hållbart mode som har en tilltalande design, god kvalité liksom ett större utbud. Den visar också på att de efterfrågar en enkel, lättillgänglig och standardiserad märkning som bör användas av alla modeföretag och som tydligt förklarar innebörden av hållbarhet utan att ge rum för tolkning av begreppet. En standardiserad märkning kan också bli en del av en ihållande trend som gör hållbarhet till det nya svarta.