Journal
JOURNAL OF FASHION MARKETING AND MANAGEMENT
Volume 17, Issue 2, Pages 175-+Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/JFMM-10-2011-0074
Keywords
Corporate social responsibility; Corporate social performance; Fast fashion; Gap Inc. case; Social responsibility; Business performance; Fashion
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Purpose - The purpose of this paper is to describe the strategic role of corporate social responsibility (CSR) in global fast fashion companies. Design/methodology/approach - Drawing on the management literature on CSR, corporate social performance and the benefits of a socially responsible behaviour, a conceptual framework of corporate responsibility management is presented. The Gap Inc. case is analyzed to prove how CSR commitment creates stakeholder partnerships and improves corporate brand image. Findings - The main output of corporate responsibility management is solid stakeholder relationships resulting in: employee attraction and motivation, powerful brand, enhanced consumer perceptions, profitability. Through the corporate responsibility management process, fast fashion companies can obtain a sustainable development. Originality/value - Existing CSR research is primarily focused on a specific level of analysis. Instead the corporate responsibility management framework aims to contribute to a comprehensive analysis of CSR. Moreover it addresses the role of CSR practices in the fast fashion sector which has been rarely investigated to date.
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