“If everyone knew, no one would buy Fast Fashion.” : A study on how Swedish Slow Fashion companies promote themselves in order to sustain a competitive advantage.
Abstract: Background: The globalisation of the fashion industry has allowed competition to increase and speed up the production. This has influenced supply chains to give up on ethical factors in order to push sales of cheap, Fast Fashion. The concept of Slow Fashion developed to challenge the unsustainable business models of fast fashion, implementing conscious production. However, it is hard to compete with cheap price and rapid production and therefore the promotion plays a crucial role in the survival of Slow Fashion companies. Even though green marketing and demarketing have been investigated as promotional strategies, no research has been dedicated towards promotion strategies that benefit Slow Fashion business models through keeping the company values. Purpose: This paper seeks to identify how it is possible to promote the Slow Fashion business model to motivate the customer to choose Slow Fashion. Method: In order to fulfil the purpose and answer the research question, a qualitative study was implemented through semi-structured, in depth interviews of which the results were compared and analysed with existing research and theories. The interviewees were all selected from their expertise regarding the subject. Participating companies were selected through convenience sampling and the experts participating through snowball sampling Conclusion: The results shows that providing the consumer with transparency, information and anti-consumption would be a successful way to promote Slow Fashion businesses in order to stay competitive. However, it is uncertain if using one of these strategies leads to a competitive advantage. One has to keep the same message through all elements of the promotion in order to stay true. The proposed promotion strategy ought to be involving the consumer through communities and repair shops and going together as a movement of the whole industry.
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