The visibility of Marimekko`s Sustainability Strategy in Australia. Sydney store case study

Abstract

The objective of the thesis was to examine the commissioning company`s Marimekko`s sustainability strategy and the visibility to the Australian customer (Sydney) and the possible influence of it on customer behavior. The second objective was to determine the consumer demand for further information about sustainability in Marimekko and how the customer would want to receive the information. The theoretical chapter consists of the history of the commissioning company, defining sustainability in the fashion industry, sustainable materials, and - strategy as well as consumer behaviour. The thesis is research-based and contains two parts. The first part of the methodology is the qualitative analysis of Marimekko`s sustainability strategy and the second part consists of quantitative research in the form of a customer survey. The survey was targeted to customers around the Sydney area and was carried out in the Sydney Pitt Street store over a period of two weeks. The survey consisted of eleven multiple-choice questions and was answered by 46 people. According to the survey, more than half of the respondents are not familiar with the sustainability strategy at all and others are somewhat familiar with it. The author has concluded that based on the surveys, the commissioning company Marimekko should focus more on informing the customers about their steps towards sustainability.