WHERE LUXURY MEETS SUSTAINABILITY

SUSTAINABILITY
IS THE FUTURE
OF THE MODERN
FASHION
INDUSTRY
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 RESEARCH PROBLEM

The goal is to slow down the global production and consumption

process in order to form an industry that will be more sustainable in
the long run.
Along with the development of more socially and ecoconscious
production and marketing practices, there is still room for the
sustainable fashion movement to grow beyond its current scope.
 Research Questions

What is sustainable fashion

and its role in the
sustainability movement?
Mainstream differences
between fast fashion and
sustaiable fashion?
Faces of sustainable fashion
from corporate point of
view?

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 Research
Methodology Conducting research through literature
reviews.
Studying corporate sustainable practices.
Values of measurement Egels-Zanden
employed to conduct research focusing on
sustainability and strategy in a changing
corporate culture.
To analyze brand transparency, a multifaceted
marketing approach was used.
Interviews will be a part of future research on
the sustainable fashion industry.
A qualitative approach was used for this
research.

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 HYPOTHESIS
DEVELOPMENT

Hypothesis 1 (H1). Perceived ethical importance of fashion

brand sustainability positively influences people’s willingness
to reward a sustainable fashion brand via their purchasing
behavior.
Hypothesis 2 (H2). Expectations about fashion brand
sustainability positively influence people’s willingness to
reward a sustainable fashion brand with their purchasing
behavior.
Hypothesis 3 (H3). Social influence on fashion brand
sustainability positively affects people’s willingness to reward
a sustainable fashion brand via their purchasing behavior.

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 Process of
Analysis
Analyses the collected data from
the open-ended question of the
survey.
By performing external
environment analysis, it
identified the opportunities and
market threats that the business
can influence but can not
directly impact.
By defining megatrends or
factors of the industry, market,
and competitors, the external
factors determine opportunities
that the business can invest and
threats that the business should
06 monitor.
 Findings
The results illustrate that sustainable fashion research is largely defined
by two approaches: pragmatic change and radical change. Our findings
reveal seven research streams that span across the discipline to explore
how organizational and consumer habits can be shaped for the future.

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Future Research Activities
For future research, it could be appropriate to repeat
the analysis by using a different technique (for
instance, an economic experiment) and including more
people, with various levels of education.
Future research should focus on increasing the
respondent sample size using different means of
communication, not only via social network and
internet, to define this phenomenon in a wider way,
considering also other parts of the population.

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CONCLUSIONS
By slowing down consumption and production patterns,
the fashion industry can be made more sustainable for
the future. Sustainable fashion could potentially change
the way people consume and the way companies
produce, with the correct balance of the two, an
incredibly positive socially and environmentally
beneficial effects would ensure.

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LIMITATIONS
Sustainable fashion is a rapidly growing
concept that is not yet fully understood
academically.
There must be a clear and accessible way
to inform all demographics about the
definition of sustainable fashion.
A marketing approach that is sustainable
for both the eco-conscious.
What is known about sustainable fashion is
constantly evolving with a variety of
contributions from multiple fields. This
research aims to provide a representative
sample of the state of sustainable fashion
in management literature to date, but
space limitations make a full exploration
of all contributions impossible.

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Presentation
by
GROUP 7
Samridhi Pathak
Sreekar Basireddy
Yuvraj Dasgupta
Sanchit Agarwal
Rongali Sunayana
Pavithra Manepalli

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