| Abstract | Today's consumers are becoming increasingly concerned with the consequences that unsustainable practices have on people and the planet. This shift has led to a widely expanding market for socially responsible products, with an especially heightened opportunity in the fashion industry due to the more widely known consequences of fast fashion. Many new and established brands are taking this opportunity to introduce socially responsible products in the hopes of gaining and maintaining a slice of the market share. However, only a few brands are successful in gaining consumer awareness, approval, and finally; loyalty. This thesis seeks to investigate the key principles behind developing a successful marketing strategy for sustainable fashion brands, with the goal of establishing a blueprint for success in the industry. To achieve this, this thesis will begin by identifying and compiling previously realized tenets through a comprehensive review of existing research on sustainability and fashion marketing. Subsequently, these principles will be compared against the actual marketing strategies employed by six successful sustainable fashion brands. The final set of tenets will be proposed from this comparative analysis, providing a clear framework for developing effective marketing strategies in the sustainable fashion sector. |
