An Evaluation of Sustainable Branding Techniques and Approaches in the Fashion Industry. How have H&M adapted to them?

Sawant, Simrin Subhash (2023) An Evaluation of Sustainable Branding Techniques and Approaches in the Fashion Industry. How have H&M adapted to them? Masters thesis, Dublin, National College of Ireland.

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Abstract

This study aims to discuss different sustainable branding approaches and how they can affect the Fashion Industry. The study has been mainly focused on H&M and their practices. The study has made use of Mixed Research Methodology, that utilises both Qualitative and Quantitative Research Methods by focusing on Primary and Secondary data. It has made use of Positivism Philosophy and a Descriptive Approach to find the link between the variables. According to the study, the use of sustainable branding strategies is necessary in the fashion industry to reduce the industry’s environmental footprint. It also enhances the brand image of the firm and its reputation and positively influences consumer purchasing behaviour. It also lowers the detrimental environmental impact and provides a way to innovate. Sustainable branding strategies are necessary for firms in the fashion industry. Although efficient, H&M still faces some challenges while implementing their sustainable strategies and the recommendations provided can help the firm achieve their sustainability goals.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Walsh, Jeffrey UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Business Ethics H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Tamara Malone
Date Deposited:	21 Aug 2023 14:19
Last Modified:	21 Aug 2023 14:19
URI:	https://norma.ncirl.ie/id/eprint/6792

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