Thesis Abstract

Abstract
This thesis focuses on the development of a comprehensive marketing strategy tailored for the launch of a sustainable fashion brand. The fashion industry has long been criticized for its negative environmental and social impacts, prompting a growing demand for sustainable alternatives. In response to this shifting consumer mindset, the aim of this research is to explore the key components of a successful marketing strategy that can effectively position and promote a sustainable fashion brand in the competitive market landscape. The study begins with an introduction that sets the context for the research, highlighting the increasing importance of sustainability in the fashion industry and the need for innovative marketing approaches. The background of the study provides a detailed overview of the current state of the fashion industry, emphasizing the environmental and social challenges associated with traditional practices. Identifying the problem statement, the research seeks to address the lack of specific marketing strategies tailored to the unique needs of sustainable fashion brands. The objectives of the study include analyzing consumer perceptions towards sustainability in fashion, identifying effective marketing channels for reaching target audiences, and developing a comprehensive marketing plan that integrates sustainability as a core value proposition. Acknowledging the limitations of the study, such as the evolving nature of consumer preferences and the challenges of measuring the impact of sustainability on purchasing decisions, the scope of the research is defined to focus on developing a marketing strategy for a specific sustainable fashion brand within a defined market segment. The significance of the study lies in its potential to contribute to the growing body of knowledge on sustainable marketing practices in the fashion industry, offering practical insights and recommendations for both emerging and established brands seeking to align with sustainability trends. The structure of the thesis is organized into five main chapters, each addressing specific aspects of the research process. Chapter 1 provides an introduction to the research topic, background information, problem statement, objectives, limitations, scope, significance, and an overview of the thesis structure. Chapter 2 presents a literature review that explores existing theories and empirical studies related to sustainable fashion marketing and consumer behavior. Chapter 3 outlines the research methodology, including the research design, data collection methods, sample selection, and data analysis techniques. Chapter 4 presents a detailed discussion of the research findings, highlighting key insights and implications for developing a successful marketing strategy for a sustainable fashion brand. Concluding the thesis, Chapter 5 offers a summary of the key findings, implications for practice, theoretical contributions, and recommendations for future research in the field of sustainable fashion marketing. Overall, this research aims to provide actionable guidance for fashion entrepreneurs and industry stakeholders looking to drive positive change through sustainable branding and marketing practices.

Thesis Overview

The research project titled "Developing a Marketing Strategy for Launching a Sustainable Fashion Brand" aims to explore the intersection of marketing strategy and sustainability within the fashion industry. This study is motivated by the increasing consumer demand for sustainable and ethically produced fashion products, as well as the growing importance of environmental and social responsibility in business practices. The fashion industry is known for its significant environmental impact, including issues such as water pollution, waste generation, and carbon emissions. In response to these challenges, many fashion brands are increasingly adopting sustainable practices, including the use of eco-friendly materials, ethical sourcing, and transparent supply chains. However, effectively communicating these sustainability efforts to consumers and creating a compelling marketing strategy around sustainability remain critical challenges for fashion brands. This research project seeks to address these challenges by developing a comprehensive marketing strategy tailored specifically for launching a sustainable fashion brand. The study will involve a thorough review of existing literature on sustainability in the fashion industry, consumer perceptions of sustainability, and best practices in sustainable marketing. Key components of the research will include identifying the target market for the sustainable fashion brand, understanding consumer preferences and attitudes towards sustainable fashion, and analyzing successful marketing strategies employed by other sustainable fashion brands. The project will also explore the role of digital marketing, influencer partnerships, and social media in promoting sustainability in the fashion industry. By developing a tailored marketing strategy for launching a sustainable fashion brand, this research aims to provide valuable insights and practical recommendations for fashion entrepreneurs and industry professionals looking to integrate sustainability into their business models. Ultimately, the goal is to contribute to the advancement of sustainable practices within the fashion industry and help drive positive change towards a more environmentally conscious and socially responsible future.