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3 worlds of fashion: the role and respect of sustainability communication

Collard, Arthur
(2024)

Files

Collard_87632100_2024pdf.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
This thesis examines the sustainability communication strategies of fast fashion, luxury fashion, and online-born independent brands (OBIBs). The study focuses on how these brands convey their sustainability efforts on their websites and on their Instagram account, contrasting their public messaging with independent research findings on their actual practices. Brands analyzed include Zara and H&M for fast fashion, Louis Vuitton and Gucci for luxury fashion, and Ronning, Ground Cover, and Tern for OBIBs. The research reveals that luxury brands generally align more closely with sustainability ideals in their communication, while fast fashion brands often engage in greenwashing. OBIBs, though smaller, show a sincere commitment to sustainability, but with varying degrees of transparency.