What is sustainable fashion?Abstract Purpose Ð The purpose of this paper is to examine what the term sustainable fashion means from the perspective of micro-organisations, experts, and consumers. Design/methodology/approach Ð This research is qualitative in nature, utilising a multi-methods case study approach (semi-structured interviews, semiotics, questionnaires). Grounded analysis was applied to analyse the data. Findings Ð Findings indicate that interpretation of sustainable fashion is context and person dependent. A matrix of key criteria provides the opportunity to find common elements.Research limitations/implications Ð Due to the nature of this research the sample size is limited and may not be generalised. Data were collected in the UK and are limited to a geographical region. Practical implications Ð An important implication is that defining sustainable fashion is vital in order to avoid challenges, such as greenwashing, which were faced in other industries that have a longer history in sustainable practices. Microorganisations should take advantage of identifying key sustainable fashion criteria, which will enable them to promote their fashion collections more effectively. Social implications Ð The criteria identified provide assurance for consumers that sustainable fashion is produced with social aspects in mind (fair wages, good working conditions). Originality/value Ð The paper proposes a matrix that allows micro-organisations to clearly identify their collections as sustainable.

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In this paper, we present findings from two qualitative studies where we explored sustainable consumption practices through examining consumers' information search and decision‐making processes for recent purchases of five categories of goods/services: fast moving consumer goods (such as foodstuffs and household products), white goods (such as fridges and washing machines), small electrical products (such as TVs and computers), green energy tariffs (such as electricity from renewable sources) and tourism (such as flights). This research has provided us with a set of rich data which explores the nature and extent of sustainable consumption practices across different product sectors. A comparative analysis has allowed us to draw out patterns of consumer behaviour for different product and service types. Our findings suggest that even the same green consumer will not use the same information sources or decision‐making criteria, consider the same options or focus on the same industry actors, for products in different sectors. However, we have identified some degree of consistency in purchases within sectors. We present these sector‐specific patterns of consumer behaviour and highlight differences in the criteria utilized and the research norms in each sector.

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This paper explores perceptions of stakeholder engagement in the city branding process from the perspective of two post-industrial cities: Sheffield, UK and Essen, Germany. This qualitative research utilises a multi case study approach, which allowed for semi-structure interviews and semiotics to be used. Preliminary findings highlight that there are four stakeholder 'levels'. Each of these stakeholder groupings is involved in the city branding process to some extend. Findings suggest that the degree of involvement strongly depends on the primary stakeholders, who are seen as key decision-makers in the branding process. These primary stakeholders select other stakeholders that 'can' be involved in the branding process. Although this may be beneficial it is vital to provide more opportunities and incorporate stakeholders that are willing to participate in the branding process. Alienating stakeholders may also lead to losing parts of an identity that is based on heritage. The focus is on two cities with a highly industrialised background, thus findings may not be applicable to cities without this heritage. The paper looks at both stakeholder engagement and city branding, thereby proposing four layers of stakeholder involvement in the city branding process.

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Purpose-This paper analyses the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK's fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach-Qualitative methodological tools including semistructured interviews, semiotics, Twitterfeed, and Facebook analysis are used to examine to what extent micro-organisations apply IMC. Findings-The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs, and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages. Research limitations/implications-This research focuses on five microorganisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched. Practical implications-Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice. Originality/value-This study investigates two under-researched areas; IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.