Communication of sustainable fashion : To communicate sustainable fashion through the label

Abstract: The purpose in this thesis is to analyse which information about the sustainable impacts in fashion supply chain is the most important for the consumer. To find out how the eco-label can be designed with information and messages about the sustainable producing process, and to make the consumer more safe and satisfied with the fashion industry’s communication about sustainability and their sustainable products. - How to define sustainability in fashion supply chain? - What information about eco-labeled clothes does the fashion consumers require? - What are the conditions for creating and designing sustainable messages on the clothing’s eco-labels? In the final definition of sustainability according to this study, the focus falls on four distinctive expressions, which are, good working conditions, profitability, comfort and human needs. To explain this further, the good working conditions and the human needs have to do with wellbeing and health for the consumer and workers. Profitability has to do with the economy for both companies and consumers, and comfort is something both consumers and workers strive for. So the finally definition of sustainability in this thesis is to strive for better health, economy and comfort for all people. The information about eco-labeled clothes that the consumers require, have actually nothing to do with sustainability. However, the consumers require information about price, quality, and comfort. Moreover, if the product would be eco-labeled, the consumer should wish to get reliable information about the working conditions and chemicals, which gives the consumer a chance to know what they are paying for. To be able to create a message the focus should be on significances that increases the consumers self-interests, which in this case would be long lasting quality, health and price. These significances are similar to the earlier presented definition of sustainability, which is to strive for better health, economy and comfort for all people. Here comfort can be a part of the long lasting quality or a part of the good working conditions in the supply chain. Therefore, a sustainable message with reliable information about price and quality should be the symbol that explains how it affects the health, economy, and comfort for both the consumers and the employees in the fashion supply chain.