Journal
JOURNAL OF FASHION MARKETING AND MANAGEMENT
Volume 20, Issue 4, Pages 400-416Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/JFMM-07-2015-0052
Keywords
UK; Sustainability; Fashion; Sustainable fashion; Micro; organisation; Sustainable fashion criteria
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Purpose - The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers. Design/methodology/approach - This research is qualitative in nature, utilising a multi-methods case study approach (semi-structured interviews, semiotics, questionnaires). Grounded analysis was applied to analyse the data. Findings - Findings indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements. Research limitations/implications - Due to the nature of this research the sample size is limited and may not be generalised. Data were collected in the UK and are limited to a geographical region. Practical implications - An important implication is that defining sustainable fashion is vital in order to avoid challenges, such as greenwashing, which were faced in other industries that have a longer history in sustainable practices. Micro-organisations should take advantage of identifying key sustainable fashion criteria, which will enable them to promote their fashion collections more effectively. Social implications - The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions). Originality/value - The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.
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