Sustainability and Fast Fashion from the Executive Perspective – the Case of LPP S.A.

Abstract

Abstract Objective This article aims to examine what the CEO of LPP S.A. discloses about sustainability and how sustainability topics vary over time in his communication with the stakeholders. Methodology We use a machine learning-based topic modelling analysis, specifically latent Dirichlet allocation and keyword analysis, to scrutinize the sustainability disclosure in the sustainability letters to the stakeholders of one of Poland’s biggest fast fashion companies, LPP S.A. Findings The findings of this study suggest that more attention should be placed on sustainability topics in the letters to the shareholders. The information disclosed is selective and mainly aimed at transmitting a positive message. It lacks a comprehensive and holistic disclosure of information concerning sustainable activities that substantially impact environmental and social matters. Comparing the variation of topics year to year, there is a clear shift from dedicating the majority of space in CEO letters to the stakeholders to social topics toward a broader discussion about the environment and responsible energy consumption in the most recent letter. Value Added The study contributes to the sustainability communication literature by identifying specific sustainability topics disclosed by the analyzed company in its direct message from the CEO to stakeholders that have been very limited and selective, thus underscoring the limited importance assigned to this topic by the CEO, thereby questioning the transparency concerning one of the most critical areas of fast fashion impacts. Recommendations To keep the stakeholders informed and maintain the transparency of actions and accountability of the disclosure, it is necessary to present the information holistically and comprehensively in the message directed by the CEO to the stakeholders.