Sustainable fashion from marketing view : Case study LUMI Accessories
Shevelkova, Kristina (2020)
Shevelkova, Kristina
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112624486
https://urn.fi/URN:NBN:fi:amk-2020112624486
Tiivistelmä
This thesis deals with sustainability and sustainability marketing. The aim of this thesis was to define how the marketing of brands has changed because of the sustainable movement. As an example, the LUMI brand is described.
The main objectives were to understand how the marketing of fashion brands changed because of the "sustainable movement" and how the awareness of brands has transformed as well. In order to reach the goals, the research was done as well as data was conducted with the help of a questionnaire and interviews. The theoretical part consists of information about the fashion industry, marketing in the fashion industry, sustainability, actions of eco-brands and how the activities of the fashion industry affected on the environment.
The outcome can be defined as conducted research and carefully analysed data regarding the topic. The document provides decisive information to brands, where one can notice that companies have to monitor the changes, modificate marketing strategies towards sustainability to be successful and competitive in the market.
The main objectives were to understand how the marketing of fashion brands changed because of the "sustainable movement" and how the awareness of brands has transformed as well. In order to reach the goals, the research was done as well as data was conducted with the help of a questionnaire and interviews. The theoretical part consists of information about the fashion industry, marketing in the fashion industry, sustainability, actions of eco-brands and how the activities of the fashion industry affected on the environment.
The outcome can be defined as conducted research and carefully analysed data regarding the topic. The document provides decisive information to brands, where one can notice that companies have to monitor the changes, modificate marketing strategies towards sustainability to be successful and competitive in the market.