Sustainability in the Fashion Industry
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2025-08-28
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nl
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The fashion industry is one of the most environmentally and socially impactful sectors worldwide. As awareness of climate change, ethical labor practices, and overconsumption grows, sustainability has evolved from a niche concern into a mainstream expectation. In response, fashion brands are under increasing pressure to communicate sustainability as a core part of their brand identity. However, implementing this authentically and strategically remains complex – especially given consumer skepticism, regulatory demands, and operational contradictions.
This thesis examines how sustainable fashion brands communicate sustainability as part of their brand identity, and what strategies and challenges shape this process. To investigate this, a qualitative research design was employed, combining semi-structured expert interviews, brand documents, and webinars. The interview transcripts were thematically analyzed using ATLAS.ti, while brand documents and webinars – accessible only online – were analyzed manually. The findings were interpreted through the lenses of Corporate Social Responsibility, the Triple Bottom Line, the Brand Identity Prism, and narrative theory.
The findings reveal that sustainability is increasingly positioned as a central element of brand identity, rather than a marketing add-on. Brands use emotional storytelling, value-driven communication, and educational efforts to translate complex sustainability goals into accessible narratives. While transparency and authenticity are crucial for building trust, they are difficult to maintain in a profit-driven and highly scrutinized environment. Brands also face tension between ambition and feasibility, especially when navigating greenwashing risks or adapting to new regulations. In this context, external frameworks such as the Corporate Sustainability Reporting Directive (CSRD) and the Green Claims Directive (GCD) are viewed not only as compliance tools but also as opportunities to build credibility.
This research contributes to a deeper understanding of sustainability branding as a dynamic negotiation between ethics, strategy, and communication. It calls for more nuanced brand narratives, stronger cross-sector alignment, and a recognition of branding as a site of both meaning making and responsibility in sustainable transitions.
Keywords: Sustainable fashion, brand identity, sustainability communication, Corporate Social Responsibility
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Faculteit der Managementwetenschappen