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Determining Effective Sustainable Fashion Communication Strategies

  • Sara Li-Chou HanEmail author
  • Claudia E. Henninger
  • Phoebe Apeagyei
  • David Tyler
Chapter

Abstract

This chapter investigates current techniques by upcycle and sustainable fashion brands to communicate features and benefits of products and their value to consumers and society. Analysis from 14 in-depth interviews featuring nine ethical fashion brands and five sustainable fashion experts (CSR professional, activist, sustainable fashion writer, and closed loop production specialists) provide comprehensive perspectives from field experts and practitioners. Key industry perspectives on communication and consumer issues on sustainability, design, and behaviour change are presented. Discussions on demands; effectiveness of techniques; and current strategies employed by brands and designers to communicate in-store and via multi-channel media are also covered in this chapter.

Keywords

Fashion Upcycling Sustainability Communication Circular Economy Closed-Loop Production 

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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Sara Li-Chou Han
    • 1
    Email author
  • Claudia E. Henninger
    • 2
  • Phoebe Apeagyei
    • 1
  • David Tyler
    • 1
  1. 1.Manchester Fashion Institute, Arts and HumanitiesManchester Metropolitan UniversityManchesterUK
  2. 2.School of MaterialsThe University of ManchesterManchesterUK

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