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Slow Fashion as a Communication Strategy of Fashion Brands on Instagram

Author

Listed:
  • Ana Velasco-Molpeceres

    (Facultad de Ciencias de la Información, Universidad Complutense de Madrid, 28040 Madrid, Spain)

  • Jorge Zarauza-Castro

    (Departamento de Ciencias Sociales y de la Salud, Centro Universitario San Isidoro, 41092 Sevilla, Spain)

  • Concha Pérez-Curiel

    (Facultad de Comunicación, Universidad de Sevilla, 41092 Sevilla, Spain)

  • Sophia Mateos-González

    (Facultad de Ciencias Sociales, Universidad Europea Miguel de Cervantes, 47012 Valladolid, Spain)

Abstract

The objective of this research is to study the reasons for the growing impact of sustainable slow fashion brands in the fashion industry and, in particular, how they manage their communication and which digital strategies they employ. We applied a mixed research methodology: a comparative content analysis of qualitative and quantitative indicators, as well as in-depth interviews with 10 professionals and experts in fashion and digital communication, with the aim of contrasting their opinions with the results of the study. The five sustainable fashion brands (YosoLOVEamor, LIFEGIST, ECOALF, Alohas, and ECOOLOGY) chosen are distinguished by the fact that they base their business projects on social and environmental responsibility, and their Instagram accounts were studied over a period. This paper demonstrates the social interest in and concern for sustainability, ethics, and corporate social responsibility in the fashion industry. Additionally, it is evident that slow fashion brands need to have a good online strategy, as it is the future of fashion. No greenwashing was found, but sustainable fashion is a controversial issue with no regulation and a short history, so it has to develop.

Suggested Citation

  • Ana Velasco-Molpeceres & Jorge Zarauza-Castro & Concha Pérez-Curiel & Sophia Mateos-González, 2022. "Slow Fashion as a Communication Strategy of Fashion Brands on Instagram," Sustainability, MDPI, vol. 15(1), pages 1-17, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:423-:d:1016494
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    References listed on IDEAS

    as
    1. Róbert Štefko & Vladimira Steffek, 2018. "Key Issues in Slow Fashion: Current Challenges and Future Perspectives," Sustainability, MDPI, vol. 10(7), pages 1-11, July.
    2. Wang, Huanzhang & Liu, Honglei & Kim, Sang Jin & Kim, Kyung Hoon, 2019. "Sustainable fashion index model and its implication," Journal of Business Research, Elsevier, vol. 99(C), pages 430-437.
    3. Barbosa-Póvoa, Ana Paula & da Silva, Cátia & Carvalho, Ana, 2018. "Opportunities and challenges in sustainable supply chain: An operations research perspective," European Journal of Operational Research, Elsevier, vol. 268(2), pages 399-431.
    4. Mark K. Brewer, 2019. "Slow Fashion in a Fast Fashion World: Promoting Sustainability and Responsibility," Laws, MDPI, vol. 8(4), pages 1-9, October.
    Full references (including those not matched with items on IDEAS)

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