A smart practice case study on persuasive sustainable fashion communication - Mastering Better World Fashion´s communication challenge

Engelke, Carolin ; Spindelmann, Anika

4. term

Economics and Business Administration (International Marketing), Master

2017

2017-08-09

Formål: Specialet har til formål at styrke kommunikationen hos e-handelsstartuppen Better World Fashion (BWF). Det udvikler et integreret rammeværk for bæredygtig modekommunikation og omsætter det til en praktisk guide med overbevisende, massemarkedsvenlige greb. Metode: Med en subjektivistisk, hermeneutisk (fortolkende) tilgang gennemføres et kvalitativt, multipelt casestudie. Via en styret indholdsanalyse undersøges fem virksomheders kommunikation på fire forskellige enheder af deres corporate websites. Analysen fokuserer på tre centrale dimensioner: værdiprofil (hvad brandet lover og står for), budskabsmiks (hvordan budskaber og formater balanceres), og troværdighedsetablering (beviser som certificeringer, referencer og transparens). Undersøgelsen anvender en smart practice-tilgang, dvs. identificerer effektive, overførbare praksisser frem for at søge universelle regler. Fund: Kernen i udfordringen er spændingen mellem mode og bæredygtighed. Mode er symbolsk og hedonisk og skaber drømme og følelser implicit. Bæredygtighed handler om ansvar og fælles goder, hvilket ofte kommunikeres rationelt og eksplicit med tekst. Smart kommunikation kan bygge bro ved at aktivere følelser og sætte forbrugeren i centrum. Det sker gennem en dobbelt gevinst-tilgang, hvor modeværdier prioriteres, mens bæredygtighedsværdier nævnes sekundært (Fashion-First-strategi). BWF-analysen viser tegn på grøn markedsførings-nærsynethed: et overfokus på grønne budskaber på bekostning af tydelige personlige fordele for kunden og emotionel appel. Flere eksisterende praksisser står i kontrast til de identificerede smarte greb. Specialet anbefaler en strategisk køreplan for BWF’s værdiprofil, budskabsmiks og troværdighed på tværs af website-enhederne, med en tydeligere emotionel positionering og et skift fra teksttung bæredygtighedsinformation til stærkere visuelt modeindhold. Der foreslås desuden en rebranding med to mulige spor: at gøre enten unikhed eller oprindelsesland til kerneværdi. Begrænsninger: Da smart practice-tilgangen er skræddersyet til BWF og cases er kontekstbundne, er resultaternes generaliserbarhed begrænset. Originalitet/værdi: Specialet bidrager med et integreret rammeværk for bæredygtig modekommunikation, der giver et helhedsbillede af feltets dimensioner og variable, og det udleder smarte praksisser gennem webbaseret indholdsanalyse—en tilgang, der ikke tidligere er anvendt på dette emne.

Purpose: This thesis aims to strengthen the communication of the e-commerce startup Better World Fashion (BWF). It develops an integrated framework for sustainable fashion communication and turns it into a practical guide for persuasive, mass-market messaging. Method: Using a subjectivist, hermeneutic (interpretive) stance, the study applies a qualitative multiple case study. A directed content analysis examines five companies’ communication across four units of their corporate websites. The analysis focuses on three core dimensions: value profile (what the brand promises and stands for), message mix (how topics and formats are balanced), and credibility establishment (evidence such as certifications, testimonials, and transparency). The study follows a smart practice approach, i.e., identifying effective, adaptable practices rather than universal rules. Findings: The main challenge lies in the tension between fashion and sustainability. Fashion is symbolic and hedonic, implicitly creating dreams and emotions. Sustainability is about responsibility and collective benefit, often communicated rationally and explicitly with text. Smart communication bridges this divide by activating emotions and centering the consumer. It uses a double benefit approach in which fashion benefits lead and sustainability benefits are secondary (Fashion-First strategy). BWF’s analysis indicates green marketing myopia: an overemphasis on green claims at the expense of clear personal benefits and emotional appeal. Several current practices contrast with the identified smart practices. The thesis recommends a strategic roadmap for BWF’s value profile, message mix, and credibility across website units, with a more emotional positioning and a shift from text-heavy sustainability information to stronger fashion imagery. It also proposes a rebranding with two scenarios: making either uniqueness or country of origin the core value. Limitations: Because the smart practice study is tailored to BWF and the cases are context-specific, generalizability is limited. Originality/value: The thesis contributes an integrated framework for sustainable fashion communication that maps the field’s dimensions and variables, and it derives smart practices through web-based content analysis—an approach not previously applied to this topic.

[This abstract was generated with the help of AI]

Sustainable Fashion ; Sustainability Marketing, ; Sustainable fashion communication ; Fashion Communication ; costumer value ; green marketing myopia ; Persuasive communication

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