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The Role of Sustainable Communication in Distancing a Brand From its Fast Fashion Reputation: Zara Case Study
Author(s): Paulo Silva (Polytechnic Institute of Viseu, Portugal)and Beatriz Margarida Loureiro Saraiva (Polytechnic Institute of Viseu, Portugal)
Copyright: 2025
Pages: 24
EISBN13: 9798337329420
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Abstract
The issue of sustainability in production processes, as well as in business strategy, is increasingly valued by consumers. The fashion industry, which has been heavily criticised for its consumption of natural resources and its contribution to the environmental footprint, is under enormous pressure from environmental organisations, consumers and government laws to reduce its activity's environmental impact. Zara's case study aims to address the role of sustainable communication in achieving these demands and changing the image perceived by the consumer, distancing itself from the negative reputation of the fast fashion concept. The research takes place through three analyses, starting with the study of the section dedicated to brand extension on the website, analysis of the brand's “green” publications on the social network Instagram and the application of a consumer questionnaire.
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