ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

The positioning dimensions of sustainable fashion brands: perceptions from brands and consumers

Nguyen, Tuong Vy Erika
(2021)

Files

Nguyen198815002021.pdf
  • Open access
  • Adobe PDF
  • 829.38 KB
Download
Nguyen198815002021Appendix.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 1.48 MB

Details

Supervisors
Swaen, Valérie
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
The market of sustainable fashion expanded these last years, with the rising awareness about the negative environmental and social impacts of the fashion industry. In response to these harmful practices, sustainable fashion brands aim to offer fashion that address these challenges. However, there is a confusion among consumers to identify truly sustainable brands. It is thus important for sustainable fashion brands to have a clear positioning. Therefore, this research aims to explore brands and consumers’ definition of sustainable fashion and characteristics of a sustainable fashion brand. Then, we analyse the positioning of sustainable fashion brands that have sustainability integrated in the core of their identity from the start. The goal is to study the dimensions used in their positionings. Finally, we investigate the aspects used by brands and consumers to differentiate sustainable fashion brands. The results are collected through semi-directive individual interviews with sustainable fashion brands and consumers. Looking into the positioning dimensions of sustainable fashion brands could help brands to improve their positioning on the market of sustainable fashion. It can also help consumers to distinguish the different sustainable fashion brands on the market. Finally, brands can understand how consumers perceive the positioning of sustainable fashion brands.