Green is the new black : How Swedish luxury fashion brands use sustainability as an advantage in international markets

Abstract:

The thesis purpose is to analyze sustainability from a Swedish luxury fashion brands perspective. By investigate their product development and green communication it will provide a valuable understanding in how to be internationally competitive. It is a discussed subject within the fashion industry. Therefore, relevant aspects have been taken under consideration regarding luxury fashion brands sustainable thinking to be able to conduct the research. The thesis have been used the qualitative research method to get a deeper understanding from the respondents perspective in their process to become more sustainable. The subject of the thesis is relatively unexplored, which required a good pre understanding. Therefore, the deductive approach has been used, since the findings are based upon the theoretical framework.

The thesis has been based upon different relevant theories which are related to the subject. Sustainability, CSR, luxury branding and international competition are the four main theories which have resulted in a conceptual framework to demonstrate the relation between them. Furthermore, the conceptual framework has been used to analyze the empirical findings which have been founded from the cases. In the analysis chapter, a comparison between the theories and empirics is presented in accordance with the conceptual framework. In the final chapter, a conclusion has been conducted based on the analysis. Further on, it contains answers of the research questions, implications, recommendations, limitations and suggestions for research in the future. The result of the main theoretical implication was to fill the research gap together with a higher understanding in sustainability within Swedish luxury fashion brands.

The result of the study is that Swedish luxury fashion brands have implemented sustainability into their business strategies, but on different levels. It is agreed that sustainable fashion is important internationally to decrease the negative effects on the environment.