How Finnish Fashion Brands Have Branded Themselves?

Abstract

Sustainable, circular, and ethical fashion has emerged as a debate topic, particularly among young adults on social media, as consumers around the globe become more aware of the ethical and sustainable faults of fast fashion. The thesis covers the different terms and approaches of fashion, the fashion industry’s state globally and in Finland, briefly marketing strategy, ways of digital marketing and branding, and studies how three different Finnish fashion brands have branded themselves. It also examines the information the brands deliver regarding socially and environmentally responsible business practices. Aarrelabel, Pure Waste, and R-Collection are the three Finnish fashion labels that have been chosen for examination. The study relies on qualitative research since it examines issues from the viewpoint of the consumer and because the data supporting digital marketing is not accessible. The theory was compiled from books, articles, websites, and journals as the findings can be supported by literacy from a variety of sources.