Design and sustainability in the fashion industry: the example of independent labels in London

Galina Gornostaeva 2024. Design and sustainability in the fashion industry: the example of independent labels in London. Cleaner and Responsible Consumption. 15 100221. https://doi.org/10.1016/j.clrc.2024.100221

TitleDesign and sustainability in the fashion industry: the example of independent labels in London
TypeJournal article
AuthorsGalina Gornostaeva
Abstract

The fashion industry is deemed to be notoriously unsustainable. Fashion brands and their multiple stakeholders recognize both environmental and social negative externalities that the industry generates. Fashion capitals like London accommodate innovative fashion businesses, which are expected to be sustainability pioneers. This paper evaluates which sustainability practices fashion brands in London accommodate and whether those with profound investments in sustainability achieve superior attractiveness to the customer. The research is based on data collected for 158 fashion brands. The database includes evaluations of environmental and social sustainability provided by the ‘Good on You’ platform and such characteristics as brands' affiliation with high-end design and the number of followers on Instagram as an indicator of their attractiveness to the customer. Analysis of data led to the typology of brands in London. Findings indicate that only one-third of researched businesses seriously place sustainability at the center of their business models. Even these attempts have not led to drastic changes in London's fashion industry outlook. Most successful in terms of sustainability firms are not associated with 'high-end' fashion. Customer appreciation is only sometimes on the side of sustainable firms. Policymakers and practitioners can use the results as a guide for a more critical appraisal of developments in sustainable fashion.

Article number100221
JournalCleaner and Responsible Consumption
Journal citation15
ISSN2666-7843
Year2024
PublisherElsevier
Publisher's version
License
CC BY-NC-ND 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1016/j.clrc.2024.100221
Web address (URL)https://doi.org/10.1016/j.clrc.2024.100221
Publication dates
Published online10 Sep 2024
Published in printDec 2024
EventSustainable Growth in Unexpected Places, ISBE 2023

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