A master thesis from Aalborg University
Modebranchens paradoks: En undersøgelse af Planet Nusas navigering mellem bæredygtighed og vækst
[The paradox of the fashion industry: A study of Planet Nusa's navigation between sustainability and growth]
Forfatter(e)
Semester
4. semester
Uddannelse
Udgivelsesår
2024
Afleveret
2024-05-30
Antal sider
58 pages
Abstract
My thesis seeks to conduct a profound analysis of the Danish sport- and fashion brand Planet Nusa's sustainable market communication. My motivation for this study started in 2023 when I found specific evidence of misleading marketing in their sustainable claims. This motivated me to investigate how my observations have gone under the public radar as Planet Nusa continues to grow every year since their launch in 2019. In 2024, Planet Nusa withdrew 'sustainability' from their marketing communications following a new EU Green Claims directive. This was covered by the media, but with no further consequences for the company. I draw on existing research that points out that greenwashing is highly prevalent and that companies often communicate sustainability claims that do not comply with the definition of sustainability. In addition, I include research on sustainability in the fashion industry to understand how two paradoxical elements, clothing production and sustainability, can be connected. Today, sustainability is exploited for commercial interest, which is why authorities have strict requirements on how to communicate it. In order to understand whether Planet Nusa communicates misleadingly about sustainability, I have included research in the area as well as guidelines from the Danish Consumer Ombudsman to illustrate and argue for my observations. In addition, I apply relevant concepts within branding theories to analyze and understand the interest and influence their communication has on their brand. Furthermore, I apply the theory of brand communities, which today is the main focus of Planet Nusa's primary market communication, now that sustainability has been withdrawn from their communication. The project's primary approach is based on a qualitative content analysis. However, I have also carried out a quantitative systematization of an overview of the media coverage of Planet Nusa in order to analyze trends and an overview of how their image is positioned in the public eye. The qualitative content analysis consists of empirical data I have collected from Planet Nusa's communication on their website and Instagram. With support from a digital tool, I have obtained both present and deleted data from their website between 2020-2024. Therefore I have legitimate data to examine how their communication has changed. In addition, I have used this data to document their misleading communications. This tool has made it possible for me to supplement my own screenshots from their website in 2023. Furthermore, I shall use 10 relevant articles from the quantitative systematization to answer my research questions. The thesis contributes with understandings and an analysis of the interaction between sustainability and community branding in the fashion industry and whether it is possible to communicate authentic sustainable fashion today. My study can also contribute to discuss how popular brands avoid the critical public spotlight even if they are greenwashing and why it goes undetected.
Emneord
Kolofon: Denne side er en del af AAU Studenterprojekter — Aalborg Universitets studenterprojektportal. Her kan du finde og downloade offentligt tilgængelige kandidatspecialer og masterprojekter fra hele universitetet fra 2008 og frem. Studenterprojekter fra før 2008 kan findes i trykt form på Aalborg Universitetsbibliotek.
Har du spørgsmål til AAU Studenterprojekter eller Aalborg Universitets forskningsregistrering, formidling og analyse, er du altid velkommen til at kontakte VBN-teamet. Du kan også læse mere i AAU Studenterprojekter FAQ.