Corporate responsibility management in fast fashion companies: the Gap Inc. case

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.