The global retail business is extremely dynamic and this brings new issues in front of us and deserves responsibilities to address those issues. The Textile Retail Business is also experiencing this change as the whole retail textile supply chain has already become globalized with the time especially in terms of sourcing of raw materials and production as well. This phenomenon has raised the questions of threats regarding sustainability and resiliency of the supply chain. Today‘s retailers are working closely with these topics in a competition basis to achieve competitive advantages in their supply chain. This dissertation aims to sketch out the possible latent challenges for which the companies prefer to work with a scattered supply chain in terms of different geographical location as it involves lot of time, transportation and risks too and it additionally disputes the total environmental and resilient approach of the supply chain and moreover to validate the inter-relation between ecological sustainability and resiliency of the supply chain. Based on the case study on two companies having different sizes but similar values towards environment which are also located in different geographical region, we have tried to find out the answers. Companies build up supply chain firstly evaluating flexibility and resiliency of their own supply chain only by considering the technology availability, quality and pricing involved with the product and then they want to be sustainable and resilient by addressing other issues. The main challenges for the companies to alter their position are the product specific characteristics, availability of know-how and the suitable process cost involved with product. It has proposed for the companies who are working with numerous supply chains located in different geographical location to do some adjustments among their nearby suppliers for a typical product on experimental basis especially providing technological and logistics support to their suppliers to attain more concrete approach towards their values that they believe. / Program: Magisterutbildning i Applied Textile Management

The climate crisis and the consequences that follow have forced humanity to explore the collective actions that must be taken to curb global warming. As a way to reduce ones carbon footprint, many choose to consume with greater care for the environment, and the interest for sustainable clothing has therefore significantly increased. With a rising interest in sustainable shopping, businesses need to adapt to meet the new customer demands. A sub-genre within the apparel industry that differ from the grand average regarding their sustainability communication is the outdoor brands, where environmental awareness plays a significant role in the brand identity. The outdoor brands clear evidence of sustainable communication and their dependance on consumption creates an interesting paradox that this essay intends to investigate further. This essay intends to investigate how a Swedish outdoor brand with a strong sustainable identity, Klättermusen, exercises sustainable communication through Instagram. The purpose of this essay is more specifically to explore how Klättermusen uses Instagram to create and maintain a sustainable brand identity. To help us do so, we present the following research questions: - How does the brand Klättermusen create a sustainable identity on Instagram?- What discourses can be discerned in Klättermusens marketing via Instagram and how has sustainable communication taken shape within these over time? The theoretical framework for our essay consists out of four theories, including Bauman’s theory about the consumer society, Ulrich Beck’s theory about risk society and reflexive modernity, strategic communications theory and greenwashing. These theories enable an analysis of how and why sustainable communication is conducted in a specific way and what consequences that follow. The essay is carried out methodically through a multimodal critical discourse analysis, that enables both a deep and more comprehensive analysis of the linguistic and semiotic resources used in Klättermusens marketing through Instagram.The result of our analysis presents how Klättermusen with linguistic and semiotic resources creates the eco-friendly identity that they are known for. Through both word choices and visual framing that connotes sustainability Klättermusen places themselves in a green context that goes well along with their core values. The material contains both examples of clear and indistinct sustainable communication, along with occasional elements of strong commercial character that make it possible to question the authenticity of Klättermusen’s true devotion to sustainability. The conclusion of our analysis is that the brand Klättermusen by small semiotic and linguistic measures successfully put themselves in a green context and create a sense of corporate social responsibility with the consumer. We do not believe that Klättermusen need to take drastic measures to maintain their sustainable image in reference to their other well-known environmental efforts. The conclusion further argues that the mix of strong sales marketing and a clear sustainable communication sheds light on the difficulties combining a consumption dependent business with an advocation for minimal environmental impact. Regardless of the challenges a sustainable identity comes with, we want to establish that Klättermusens way of maintaining a sustainable image is a response to a growing interest for environmental issues that also reproduces a general perception of how a brand should communicate to gain the consumers trust and how to be perceived as a brand that values social responsibility.

This thesis presents the problem surrounding green marketing, which involves the lack of knowledge of green consumption by the consumer, and the threats of green washing from companies who present green marketing without achieving the green marketing criteria. An implementation of the green marketing theories in the cases of Patagonia and Klättermusen: green marketing five “I’s” and the green marketing three “C’s” was done in order to understand if the two companies fit the green marketing profile. This thesis aims to contribute to gain deeper knowledge from the outdoor consumer perspective on green marketing campaigns, and answer the question to how effective these campaigns are to the outdoor consumer, through a qualitative research.