Comparative analysis of Finnish fashion brands in terms of, sustainable initiative and Transpar ency of their sustainability action

Abstract

The implementation and communication of sustainability practices by Finnish fashion businesses are thoroughly examined in the thesis, “Comparative analysis of Finnish fashion brands in terms of, sustainable initiative and Transparency of their sustainability actions." The urgent need for sustainable development in the fashion business, a field that has historically been criticized for its effects on the environment and ethics, is what motivates this research. The study carefully assesses the degree to which these brands' sustainability statements are transparent in order to determine how much of these claims are reflected in real business operations. The thesis illuminates disparities between the businesses' professed sustainable objectives and their actual implementation by utilizing a qualitative methodology that entails scrutinizing public papers, sustainability reports, and digital communications. The findings show a notable variation, with many firms not implementing their purported sustainability activities to the fullest extent or communicating them openly. This disparity not only misleads customers, but it also impedes the industry's advancement toward true sustainability. By drawing attention to these problems, the thesis acts as a starting point that may persuade decision-makers in government, business, and consumer advocacy to adopt more morally and environmentally responsible behaviors. In the end, the research suggests improving legislative frameworks and educational initiatives to promote a more open and accountable fashion sector in Finland. This thesis demonstrates that Finnish brands are succeeding in all areas, including the utilization of sustainable and ecofriendly products. Creating a circular business model is also quite motivating. Ac-cording to trend research, these brands are collaborating with a wide range of organizations, partners, and other supporting entities in order to get over challenges and boost their productivity. This illustrates how powerful their position is to accelerate sustainability. Their status is insufficient for other environmental sustainability indicators, which is contrary to expectations across the globe. Additionally, Finnish businesses have a discernible inclination towards local sourcing and nearshoring, a practice that holds promise for resolving several social and environmental issues. This is because the EU and its neighboring European countries have stringent regulatory standards in relation to the need for transportation, this will reduce the carbon footprint. One thing to keep in mind is that while information sharing is crucial, many firms do not disclose enough information on their websites, and few suppliers produce sustainability reports. Finnish businesses need to understand how critical it is to enlighten and educate their clientele.