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Sustainability Communication in Fashion: A comparative study between Australian, American, and British activewear and everyday fashion brands

Ronquetti, Gaƫlle
(2023)

Files

Ronquetti_91002100_2023.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
FacultƩ de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, Ơ finalitƩ spƩcialisƩe: langues des affaires
Abstract
Sustainability is growing in popularity. Many research papers have already been written on the subject. However, it is a field that is constantly evolving as more challenges and opportunities are discovered the more it is studied. Sustainability communication is still a fairly recent field of research and studies in web-based sustainability communication in the fashion industry are very few. This dissertation aims to discuss potential similarities and differences in sustainability communication on the commercial websites of sustainable activewear and everyday fashion brands from Australia, America and the UK. Two activewear brands and two everyday fashion brands were chosen in each of the three countries under study for their perceived sustainability level. Those twelve brands' commercial websites were examined based on a set of criteria inspired by previous research on sustainable fashion and web-based sustainability communication. Each brand received a score based on the number of criteria met by the brand. The brand's score will determine its level of commitment to communicate about its sustainability practices. The average scores of each country or type of fashion were not significantly different from each other and out of the sixteen criteria, nine were respected by every brand under study.