Utilizing Case Company’s Sustainable Practices to Improve its Online Content

Abstract

Nowadays, It is more cruical than never before to conduct the business sustainably and circu-larily, and to integrate the sustainability throughout the whole supply chains. There are various ways for creating sustainable fashion. Sustainability of the fashion brands improves their branding and competitiveness. Not only the environmental; but also the social and economical sustainability dimensions should be considered. The communication of fashion brands’ sustainability should be clear and transparent in order to spread the awareness, because consumers are important part of the sustainable supply chains integration.

This research aimed to utilize the sustainable practices implemented within the Finnish fashion brand to improve its sustainability communication and to boost its attractiveness. The content analysis was used to analyse its current sustainability communication. To answer the questions of which fashion brand’s sustainable practices are the most important for conscious consumers; and how their online communication should look like, secondary data were re-viewed and the empirical research was conducted: quantitative survey collected 170 re-sponses.

Based on the survey results, the clothing’s sustainability was an important factor for consum-ers. When deciding between similar products, the brand’s sustainability was important for the significant percentage of respondents. Social sustainability was more important for consumers than the environmental one. Two thrids of respondents preferred the local brand to a foreign one. More than two thirds of sample favoured the sustainable materials instead of raw materials to some extent. The most important life-extending practices were the product- and timeless-design; followed by the repairing options. Possibilities for returning used clothing for a sustainable disposal or donation were more important than for the recycling. The most im-portant operations to be green for consumers were packaging, manufacturing, suppliers and retailing. Social practices of human-rights were more important than the working-environment related practices.

Google, Instagram and in-store shopping were the most used platforms for searching new sustainable brands. The channels checked first when consumers find a new brand they like, were brand’s website, Google and Instagram. The most desired sustainability-related content to be seen online were brand’s sustainable materials; social sustainability; and sustainable manufacturing. Other type of demanded content to be used by the brand online, are the cus-tomers’ reviews; behind the scenes; and general educational content.

These and other sustainable aspects should be communicated clearly and transparently on Company’s website; all social media platforms; and in person. Consumers should be well-targetted with the appropriate content messages based on their sustainability interests. Brand should highlight its products’ attributes; all its sustainable practices and emphasize their posi-tive impact. Engaging, fresh and bolt communication is crucial. Communication should combine the social, emotional and environmental values.