La comunicación de la sostenibilidad como herramienta de ventas y de cambio socialfast fashion vs slow fashion

  1. Cristófol Rodríguez, Carmen 1
  2. Mcquillan, Kalem 1
  3. Segarra-Saaavedra, Jesús 2
  1. 1 Universidad de Málaga
    info

    Universidad de Málaga

    Málaga, España

    ROR https://ror.org/036b2ww28

  2. 2 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

Journal:
Revista de Comunicación de la SEECI

ISSN: 1576-3420

Year of publication: 2021

Issue: 54

Type: Article

DOI: 10.15198/SEECI.2021.54.E667 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista de Comunicación de la SEECI

Abstract

This research investigation aims to bring the reader closer to sustainability and the evolution of the textile industry, placing greater emphasis on knowing how fast fashion differs from slow fashion and its use of sustainability as a marketing tool aimed at generating sales rather than social change. The 4 fashion companies on which the research is carried out are Zara, HM, Patagonia, and Ecoalf. This research studies Instagram posts of the fashion brands mentioned before, during November 2019, the same month in which Black Friday is celebrated and, up until now the month when the largest movement that fought against climate change around the world was held. This analysis aims to understand the sustainable actions that these companies take and how they communicate and educate their consumers. In addition to two personal interviews with professionals from Patagonia and Ecoalf, both slow fashion companies. As a result, this study confirms Zara and HM use sustainability as a sales tool and out of interest. However, if you observe this situation from a global perspective, it can still be considered positive as it helps to give visibility to the problem and educate consumers around the globe.

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Data source: Dialnet