Abstract
The fashion industry contributes $2.4 trillion to global manufacturing and employs about 60 million people worldwide, mostly women (UN Alliance for Sustainable Fashion, UN Alliance for sustainable fashion. Retrieved September 15, 2020, from https://unfashionalliance.org/, 2020). Fast fashion has increased consumption, negative social impacts, and adverse environmental effects (Todeschini et al., Innovative and sustainable business models in fashion industry: Entrepreneurial drivers, opportunities and challenges. Business Horizons, 60, 759–770, 2017). Therefore, this chapter aims to explore the adoption of sustainability initiatives in the fashion industry in Mexico. Based on secondary sources, this chapter presents the case of Someone Somewhere, which is a Certified B Corporation located in Mexico. Someone Somewhere works with Mexican artisans from the country’s poorest regions and offers their products to consumers through fair trade. This case illustrates how sustainable fashion is implemented in emerging markets. It shows how a BCorp promotes social quality, ecological integrity, and human flourishing (Fletcher, 2013 cited in Guedes, B., Paillard-Bardey, A. C., & Schat, A., Improving sustainable fashion marketing and advertising: A reflection on framing message and target audience. International Journal of Market Research, 62 (2), 124–126, 2020) and contributes to Sustainable Development Goals 1, 5, 8, 10, and 17.
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Camacho, G. (2023). Sustainable Fashion: The Case of a Mexican BCorp. In: Brooksworth, F., Mogaji, E., Bosah, G. (eds) Fashion Marketing in Emerging Economies Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-07326-7_9
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