Sustainability and Social Responsibility

Luxury and fast fashion brands' sustainability journey: Two paths, one goal?

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Abstract

This study delves into the green advertising strategies of luxury and fast fashion brands, analyzing their approaches to sustainability in the fashion industry. By employing text-mining analysis on textual data from eight prominent fashion brands, this research unveils the keywords that define their sustainability initiatives. Luxury brands emphasize concepts such as diversity, inclusivity, professionalism, craftsmanship, and human rights in their sustainability messaging. In contrast, fast fashion brands prioritize eco-friendly textiles, specific products, and materials, alongside climate protection and textile durability. These findings align with construal level theory, construal level theory, emphasizing the psychological distance between abstract and concrete messages in different brand types. Luxury brands focus on broader values, while fast fashion brands address narrower topics. This research contributes valuable insights for fashion brands, researchers, and consumers by revealing distinct green advertising strategies that inform consumer choices and drive improvements in sustainability practices in the fashion industry.

Keywords: sustainability, sustainability claim, green advertisement, luxury fashion, fast fashion, text mining, semantic network analysis

How to Cite:

Min, Y. & Lee, K., (2024) “Luxury and fast fashion brands' sustainability journey: Two paths, one goal?”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17516