Sustainable Fashion Marketing Practices in the Framework of Sustainable Consumption

Abstract

The problem of meeting the endless human needs of scarce resources is the main subject of economics. As a matter of fact, industrialization, the increase in the world population, which leads to a dramatically increasing consumption are seemed to be the core causes of ecological problems. On the other hand, the produced goods are being consumed by a relatively small part of the world's population. In particular, the question of consumption is criticized as created by the marketing discipline. The marketing discipline, which cannot remain unconcerned to the criticisms, offers solutions with sustainable marketing and social marketing efforts. These solution proposals are not independent from the changes made in the strategies of the enterprises and the nature of the products they produce. The fashion industry has also taken its share with sustainable fashion strategies. Sustainable fashion and slow fashion concepts/trends appear as marketing concepts that define the strategies used by business companies. In this study, brands that are easily found in most countries of the world and appealing to the consumer are the subject. The websites of the brands that are the subject of the study, the commercials they use, and the news related to sustainability were analyzed by content analysis technique. The analyzes were made over the three elements of the marketing mix which are product, price, and promotion. In addition to these, the theme of "packaging" analyzed under the product theme.