The Impact of Eco-Friendly Clothing Line Extensions on the Brand Image of Fast-Fashion Companies

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bachelor_Vartio_Niina_2022.pdf (1.95 MB)

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School of Business | Bachelor's thesis
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Date

2022

Department

Mikkelin kampus

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

42 + 9

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Abstract

Objectives The main objectives of this study were to examine how the eco-friendly clothing line extensions have been able to change the consumers’ mindset regarding the image of fast fashion companies and the frequency of these changes. It also aims to explain the reasoning behind these changes or the lack of them. This study should guide the fast fashion companies into providing the kind of environmentally friendly products that consumers seek and demand. Summary With the increasing demand for more sustainable clothing, fast-fashion brands have taken actions to change the industry image to more sustainable. One of the ways has been the introduction of eco-friendly clothing line extensions. This study used a survey to better understand the attitudes towards these line extensions and whether they are changing the brand image of these brands in terms of sustainability. The research focused mainly on the Swedish multinational fast-fashion brand H&M and its “Conscious collection”. Conclusions The eco-friendly line extensions failed to change the brand image of H&M for most of the respondents and it did not significantly change their consumption habits. The respondents did however view the collection to be more sustainable when compared to the “normal” products of H&M. The results did vary between the more environmentally conscious consumers and the less environmentally conscious consumers.

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Thesis advisor

Mirońska, Dominika

Keywords

fast-fashion, eco-friendly line extensions, brand image, sustainability

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https://urn.fi/URN:NBN:fi:aalto-202205153107

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[kand] Kauppakorkeakoulu / BIZ (Open Access)