Author(s):
Passos, Mariana Cardoso
Date: 2021
Persistent ID: http://hdl.handle.net/10400.22/19630
Origin: Repositório Científico do Instituto Politécnico do Porto
Subject(s): Sustentabilidade; Marcas de moda; Marketing verde; Comunicação online; Ferramentas digitais; Sustainability; Fashion Brands; Green marketing; Online communication; Digital tools; Sustentabilidade; Sustentabilidade; Marcas de moda; Marcas de moda; Marketing verde; Marketing verde; Comunicação online; Comunicação online; Ferramentas digitais; Ferramentas digitais; Sustainability; Sustainability; Fashion Brands; Fashion Brands; Green marketing; Green marketing; Online communication; Online communication; Digital tools; Digital tools
Description
Nowadays, sustainability is a very discussed topic that has become a major concern for the general society. The perception that the planet is reaching very high levels of pollution has contributed to changing consumption habits, with the aim of protecting the environment and slowing down its degradation. Along with other industries, fashion has also contributed to the worrying climate change we are facing. As a result, a more aware consumer as emerged, interested in adopting more sustainable purchasing behaviors. Thus, brands began to adapt their marketing strategies to be able to meet the needs of this new consumer. In order to understand how fashion brands are communicating their sustainability strategies online, a case study was developed with the brands H&M and Levi's, in which the following digital tools were analyzed: website, blog, newsletter and social media. With this investigation, it was possible to see that fashion brands are committed to becoming more sustainable and that they have used digital channels to communicate their environmental concerns, demonstrate the actions they have taken to adapt to the new market and to make consumers aware of this issue.
