Sustainable Marketing in Emerging Fashion Markets: The H&M Case Study

This thesis provides an overview of the development of the fashion industry in light of the current need for individuals to develop a sustainable way of living. It explores the shift in consumers’ environmental and social awareness with regard to clothing consumption, and shows how fashion brands differently reacted to this change. Moreover, the research addresses the need for sustainable policy development at the industry level, and it focuses the attention on international laws and standards on ethics, social responsibility, and environmental protection. The purpose of this paper is to evaluate the reliability of strategies that have already been applied in the fashion market, such as approaches based on a “Circular Economy” model, or a “Green-washing” strategy.