Leveraging Sustainability as a Marketing Strategy in the Fashion Industry: Techniques for Successful Implementation

Author(s)	Srinivas Bharadwaj R
Country	India
Abstract	Sustainability has become an important issue in the fashion industry, as the environmental and social impacts of fast fashion are a cause for concern. Consumers are increasingly seeking sustainable fashion options, and brands are realizing the potential benefits of incorporating sustainable practices into their operations. This study will explore how sustainability can be used as a marketing strategy in the fashion industry and what techniques can be used to effectively communicate a brand's commitment to sustainability to consumers.
Keywords	- Sustainability, Fashion marketing, Environmental and social factors, Visual communications, Circular economy, greenwashing, sustainable fashion brands.
Field	Business Administration
Published In	Volume 5, Issue 5, September-October 2023
Published On	2023-10-13
DOI	https://doi.org/10.36948/ijfmr.2023.v05i05.7539

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