How to Communicate Sustainability: From the Corporate Web to E-Commerce. The Case of the Fashion Industry

Abstract

Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustainable strategy of fashion companies, ranging from the corporate website to e-commerce, and it proposes improvements for sustainability communication. Two new models are presented: the Operational Model for Evaluating Fashion Corporate Websites (OMEFCW) and the Operational Model for Evaluating Fashion E-Commerce (OMEFeC), based on the core dimensions of online sustainability communication (orientation, structure, ergonomics and content—OSEC), as established by Siano. In order to obtain an optimal view of the fashion industry, four corporate groups—two luxury fashion groups (Kering Group and Moët Hennessy Louis Vuitton (LVMH)) and two fast fashion groups (H&M Group and Intidex)—are compared. In addition, all of the e-commerce operations of the groups’ fashion brands are analyzed, a total of 32 brands. The results show that it is necessary to continue improving in terms of the communication of sustainability within the fashion industry, whilst demonstrating the great deficiency that exists regarding the communication of sustainability in the case of the brands’ e-commerce operations, which are precisely the web pages most visited by consumers.

Communicating sustainability: how brands can influence consumers' purchasing decision

“…Regarding indirect effects, it is possible to verify that sustainability communication is indirectly related to the reasons that influence consumers' purchasing decisions through digital marketing (beta =.16*), highlighting the importance of incorporating sustainability messages and initiatives into digital marketing strategies. By integrating sustainability communication into their digital marketing efforts, organizations can effectively influence consumers' perceptions and behaviors, ultimately leading them to more sustainable purchasing decisions (SanMiguel et al, 2021).…”

“…By using an appropriate tone and conveying accurate information, marketing communication can empower consumers to make informed decisions and contribute to sustainable development (SanMiguel et al, 2021). The acquisition of knowledge about consumers is a key factor for successful marketing communication, since organizations need to understand consumers' concerns about sustainability and their purchasing behaviors related to sustainability in order to effectively adapt their marketing messages (Boz et al, 2020).…”

Elementos, tonos cromáticos y estrategias visuales en posts de moda sostenible en Instagram

“…Así pues, las marcas de moda han realizado esfuerzos considerables por desarrollar colecciones y campañas que apuesten por la sostenibilidad y el consumo responsable, conscientes de que el sector textil es uno de los más contaminantes (SanMiguel, Pérez-Bou, Sádaba, Mir-Bernal, 2021). Así lo demuestran los acuerdos establecidos en La Carta de la Industria de la Moda para la Acción Climática, lanzada en 2018 por Naciones Unidas durante la Cumbre Climática COP24 celebrada en Polonia (UNFCC, 2021), así como la aprobación del Pacto de la Moda impulsado en 2020 y firmado por más de 200 marcas de moda de 17 países (Fashion Pact, 2020).…”

Analisis Perbandingan Pengaruh Live Streaming dan Interactive Content terhadap Konversi Pembelian Pada Perusahaan Fesyen di Bandung

“…Dengan menjamurnya platform media sosial dan saluran belanja online, merek-merek fesyen telah menggunakan strategi pemasaran digital untuk meningkatkan visibilitas mereka, berinteraksi dengan audiens, dan mendorong penjualan. Pemasaran digital telah menjadi bagian integral dari kesuksesan perusahaan fesyen, yang memungkinkan mereka untuk menjangkau audiens yang lebih luas dan menciptakan pengalaman yang dipersonalisasi bagi konsumen (Akram et al, 2022;Fratea, 2019;SanMiguel et al, 2021).…”