The Impact of Sustainability as a New Trend in the Fashion Industry

Abstract: Problem definition Sustainability in fashion is one of tomorrow’s most important focuses but is not yet fully established in the industry, neither from the side of the business nor the customer. Customers’ statements tend to show an interest of sustainable fashion, but it is not quite so visible in the sales shares related to sustainable fashion products, which in turn can make sustainable fashion seen as a risky investment. Several studies show that sustainable fashion is although becoming a central focus on future customer demands. Purpose The purpose of this thesis was to describe and analyse the use, value and application of the concept of sustainability in the fashion industry. Methodology As the purpose was to describe the concept of sustainability in the whole fashion industry, the methodology was chosen thereafter as to cover as many perspectives as accurately possible. First the concept was defined out of existing literature where a theoretical framework of the supply chain was formed and later applied on the case companies in the empirical findings. A website analysis together with mystery shopping of the case companies gave insights on externally shared communications and values, customer surveys were carried out as to get into the mind of the customer and interviews with sustainability experts provided a better understanding of the concept of sustainability related to the concerned brand and what new technologies and industry associations can do for brands wanting to achieve a sustainable status. Conclusions Sustainability is a complex concept defined in multiple ways but requires a united definition for the future, preferably authorised by a higher association like the EU. Different area of focus of sustainability among brands in the fashion industry depends on core iv brand values and objectives. There is an attitude-behaviour gap among customers due to lack of knowledge, it being a sensitive area of research and since it is not perceived as stylish. To diminish the gap, educating clients and training sales associates are concerned as vital and the needs to target are durability, quality, style and fair pricing. Brands also need to declare transparent and honest supply chain operations and to find innovative and trustful ways of offering sustainable value to its customers.