Sustainability is the new black: Exploring website communication practices of Indian sustainable fashion brands

Abstract

Sustainable fashion brands are increasingly facing the challenge of striking the right balance between prominence and transparency. The core theme of this article is to examine the strategic communication practices of successful Indian sustainable fashion brands ‐ specifically how they build their value profile and message mix to achieve greater transparency in their website communication. A qualitative content analysis allows for an in-depth understanding of the brand’s communication strategy through semi-structured interviews with ‘informed consumers’ of sustainable fashion along with an exploration of brand communication on the corporate website. The analysis throws light on the importance of connecting fashion vs. sustainability message content and brand value profile to ensure transparency in communicating the brand’s engagement with sustainability.